K-pop album art work is primarily graphic based, not many albums will include the artists face on the album cover due to the photo book included inside with all the visual content.

Having a graphic based album cover is something that i have worked on with the previous research project and carrying on through into FMP. Creating something graphic based was important to fit within the style that K-pop holds in the market today. It also helps as i am not able to photograph the idol my self and finding a way around this is something i’ve had to over come through this whole project. Trying to find ways to put across his style, personality and culture without his presence directly.

Bellow are some of my favourites and examples of graphic album covers within the recent k-pop market.

Bellow are some examples of my edits for graphic album covers for TEN.

My ideas for graphic based album cover to show case Ten as a solo artist. Making sure to include elements of his Korean, Chinese and Thai background.  Looking  at  language,  colour,  placement  and  style  to  see what  works  best.  My  next step  will  be  to  look  at  printing,  paper  types  and presentation  of  final  cover.  Its important for me to make sure the album cover is eye catching, showcases the concept and is exciting for the fans. I need to make sure it is engaging with the the target market of 18-25 and is designed to have that element of being a collectable.

FEEDBACK

Aamina – 22 Kpop fan

Like the idea of the Korean and Chinese characters as it makes it more interesting to look at, wants to show it off for others to see. It also makes for a album that is aesthetic and ready for a photo on social media such as instagram. Think the blue/grey cover is to basic and wont draw in attention.

Jess – 26 non Kpop fan

Like the red cover the best as she can see it sitting on a shelf. The red one has the best placement of graphics, has a subtle meaning behind all elements that fans will appreciate and understand while still looking polished and would still stand on out the shelf within a shop like HMV and catch her attention even if she is not a fan of TEN personally.

Sophie 21 – Kpop fan

Agrees that the blue/grey cover is too plain even though the logo is strong but it doesn’t draw her in or get her excited. Likes the idea of the gold cover because of the Korean and Chinese text as it shows all the sides of TEN but the background texture looks separate from the graphics making it look to edited where as the red cover looks complete and smooth. Likes the red as it looks rich and something she could image connecting to TEN straight away.

 

As Ten was coming to the UK for a performance with his group SuperM, Chris encouraged me to contact SM to see if i was able to get into contact with him for my project. This is the email i sent out.

Dear Sir or Madam,

I’m writing to you to enquire the chance to interview one of your clients, during his stay in London.
I am a final year student at The University Of Brighton, studying Fashion Communications with Business studies.

For my Final project i am in the process of creating the documentation for a solo album proposal for TEN. After carrying out in depth research about the idol it has come to my attention that he has a wide global popularity from his successes within multiple groups. Many idols are known for producing solo content while working in groups and i believe creating a solo album for TEN is a great marketing opportunity to spread create interest around the newer groups of SuperM and WayV whom of which are both greatly succeeding.

Having the chance to talk to TEN or his team directly would be great help towards my research and proposal for the project. The access to rehearsals would be greatly appreciated as it would be a chance to collect visual content for the album proposal.

If you would like to see previous work please find attached a link to my website containing a portfolio of work through my time at university and a working CV.

https://milliedyson.myportfolio.com

Thank you for your time, looking to hear back from you.
Millie Dyson

Unfortunately they never got back to me. However i was able to buy a ticket into the show as i am a fan of the group. Which means i am now able to try and get some footage of TEN and some photos to use within the project which is something i did not expect to do be able to achieve. This being quite exciting to be able to carry out.

 

Due to me having a creative block and moment of panic that i wouldn’t be able to find a dancer to  create what i had originally planned. After talking to Chris and getting advice from Emma in a tutorial today i have decided to create a montage and a love letter type of video to portray the emotions i personally feel towards to the artist.

Video reference to the idea was suggested by Emma, and i like the idea of create a story through the video and means i can make a creative video that is personal and exciting to view if you like who TEN is or not.

Ideas to play around with

• Montage style
• Collect videos from Korea
• Film TENS videos (backstage, interviews and music shots) through my phone and edit
• Take footage when i go see him on the 28th
• Interview fans at the show to collect footage of what they love about him
• Email TENS management to see if able to interview him
• Email Niki and Sammy (You-tubers) for help with interviews for fans and their connection when they interview kpop starts
• RE create shots of me in the same shots as his videos
• Film smaller clip and play around with effects

 

IDEAS and NOTES

• Love letter
• Montage
• Memories

TEXT IDEAS

• Millions of hearts stolen
• Smiles shared
• Favourite laugh
• Memories shared
• Connecting through music and dance
• Love transcends language
• Joy
• Passion
• Dreams comes true
• Cultures
• Beauty
• Diversity
• Travelling
• Meeting new people
• Seeing new things
• Reaching goals together
• Small moments of joy

MOMENTS I NEED TO FIND

• My Videos from Korea
• Videos from around England
• Videos of his Smile/Laugh
• Videos of his dance
• Memories
• Photo/video of fans at events
• Concert clips
• Photos of him – Fan collection

  Screen Grabs from video experimentation for this style video – All my own footage.

This type of video was giving of the style of a Vlog, which is not what i was aiming for as i wanted a teaser video for advertisement purposes. However it held the concept of being personal, showcasing a love for TEN and Korean culture. Therefore i will be taking what i learnt from this video and taking it through to improve and build on the video. It also showed me the importance of creating a story board plan.

I look at a couple books to research into the world of marketing, music and culture. All my notes are within my note book, as i wanted to take time away from a computer screen and writing things out by hand has always been a system i have used as i remember the information better. Doing this research helped me understand the reasons behind marketing, help me understand the important factors in marketing and how the system changes in Asia. Having this sort of research will help me create a realistic album launch. Researching into this made me realise how much i am interested in marketing and business, which is why i want to create this project as it can help me for my next steps after university, either applying for my business masters in South Korea or if it is applying for a job in marketing.

Book 1 – ASIAN MANAGEMENT SYSTEMS. Chinese, Japanese and Korean styles of business. By Min Chen.

My notes 

Book 2 – THE GLOBAL MUSIC INDUSTRY. Three perspectives. By Naoki Sekine and Dick Weissman.

My notes 

Book 3 – EXPLORING VISUAL CULTURE. Definitions, concepts and contexts. Edited by Mathew Rampley.

Concept – Prince

Something that i want to use as a reference point for the concept and style choices for TEN as a solo artist is Prince.

Mood boards

Looking at the fashion from Prince and then the fashion of Ten to showcase the similarities and style that is chosen. How the fashion Prince wore is used as inspiration for the fashion of many within music today. Ten being one of them. K-pop artists push boundaries with fashion just like Prince did with a bit of modern take on each outfit to work with the trends seen today. The bright colours, high waisted trousers, suits, crop tops and frills being seen on stage from Ten as they were on Prince.   This style i want to be able to showcase through the album launch as a strong concept.

Videos

From looking at Prince from a fashion icon to looking at him as the king of pop i had to make sure to watch his music videos. As i am planning my own style of teaser video, it was important that i understood how Price filmed and shot his videos to showcase his personality and style. Taking notes and inspiration for my own video ideas. Looking at the editing style, colouring, angles, different shots and what content is used. Bellow are some of my favourites followed by screen grabs of moments i will use as reference points through the creation of my video.

Screen Grabs

• Close ups
• Full stage moments
• Wide shots
• Shots from bellow
• Side stage
• High contrast
• Shine / glow to the footage
• Reds, purples, pinks, blues
• Stage presence
• Fashion
• Atmosphere

My idea for the teaser video is based around dance as this is one of TENS strengths and what many know him for, he has past training in contemporary, hip hop and gymnastics.

All k-pop groups have dance incorporated into their videos and stages and with Tens background it made sense to create a conceptual dance piece as the visual to go along side my business pack.

This idea came to mind after i watched the new video for BTS Black swan as the group wasn’t in the music video them selves but still promoted their message. It is apart fo their connect BTS project and spreading art across the world in all different forms. Having my own love for dance and art it connected with me and i wanted to become apart of this movement with something i love, that being both dance and music while still fitting in love for fashion and design.

Many pop videos in the west and in Korea have dance within their videos, a few i will be looking into will be

• Sia – series with Maddie Ziegler
• Ed Sherran – thinking out loud
• Jimin – Lie
• Troye Sivan – My My My
• Sam Smith – how do you sleep
• Halsey – without me

and more

I want to be able to create my own content for the video as last time i tested and try editing skills within premier pro, doing this dance piece will let me look into staging, styling, casting, filming and editing along with creating a dance choreography which is something i’ve not worked on for years.  Its a big project but a chance to try being creative and connecting with emotions is a range of ways.

Going forward i will research into the two solo songs by Ten pick my favourite and which one will work best for a dance routine, and break down the lyrics to connect and dig into what concept should be chosen for him. Creating a survey to get ideas from those who like ten and what their thoughts are on the proposal to get understand the market in more depth.

Notes –

NOTE (edited after lock down) explained later on in blog and within sketchbook, my process of why i change my idea for the teaser video.

I wanted to make sure i was picking an Idol i was aware of, one that i followed as a fan,  that i have a connection with. Many idols already have solo careers but one that had a moments of solo work through having a couple solo tracks released in TEN. An idol who has been active for a couple years  (2016 debut) and is apart of many groups (NCT U, WayV and SuperM) . I chose TEN as he is a popular idol world wide and has a wide range of experience working within multiple groups, doing duets and working alone. He has toured Asia, America and the UK and is a triple threat being a rapper, singer and dancer so has a range of concepts that could be carried out. He is one of my favourite idols and i connect to his style and message a lot which is why i think it would be a good idea for me to carry out an idea based around TEN as i have more of an emotional connection with him over Jay Park who i used as inspiration within the research project. As an idol he deserves more of a spot light and has waited for a solo moment there for an idea like this is a way to create a message.

The idol i chose to pick to Re brand and launch a solo album for is an Idol called TEN.

POFILE

Stage name – TEN

Thai name – Chittaphan Leechaiyapomkul (birth name)

Korean name – Lee young Heun

Born in Bankok Thailand

Ethnicity Chinese

Tens contracted to SM Entertainment or Label V with his Chinese group.

SM Entertainment is apart of the Big3 in Korea, they are the ones who make the most money and hold the most clients.

Talks 4 languages

• Thai
• Mandarin
• English
• Korean

Plays piano and guitar

Member of 3 Idol groups

• NCT U, he is the main dancer, rapper and vocalist
• WAYV, is a Chinese group. Ten is their main dancer and a lead vocalist
• SUPERM, he is the main dancer, lead vocals and a sub rapper

Ten debuted in 2016 with NCT U so is a fairly senior idol with a lot of experience

He has released 2 solo songs under his management, both being in full english with EDM influence.

• Dream in a dream 2017
• New hero’s 2018

I aim to create a solo album launch pack

• CD
• Photobook
• Photocard
• Teaser images
• Teaser video x1
• Album launch schedule

My TO DO LIST;

• Research into lyrics for his songs
• Research into TENS styles
• Research concept to fit TEN
• Find a dancer (for teaser video idea)
• Find location for teaser video
• Research into Styling and make up
• Put together a pack all about TEN in media pack style
• Put together the Press Pack for the album launch – start with layout
• Questionnaire

Ive attached videos of his solo work, a dance project and a few videos from the different groups to show case his diversity.

Korean pop stars are called idols as they are marketed and expected to be perfect 24/7. A lot of idols are triple threats due to the training courses they take before debut, all can sing and dance and many others act along side. Due to their huge impact and popularity many brands in Korea have idols as ambassadors or models for their brands, may idols are now starting to be global ambassadors and are coming across into American and UK marketing , such as Jackson Wang (GOT7 Member) being the face for Ray ban and Kai (EXO Member) being the face for Gucci eye wear.

A Lot of songs are in both Korean and English, with fan chats involved for live shows. This is something that helps make the fans feel apart of the performances and each group and song has different chants to work best with the beat and lyrics. An  example  shown  bellow.  (Bold font is the fan chant)

Kpop albums and types of contents –

• Lead singles for each album
• B Side tracks
• Into and outro tracks
• Solo songs
• Mix tapes
• Japanese version of their lead singles are very popular, and English version are becoming just as popular recently
• Most groups bring out 4 version of each album photo concept book to show case the ideas behind the album, they become collective pieces for fans
• Many male idols hold a feminine style and push with fashion and make up while still holding a masculinity in their form and aesthetic.
• They all are strong and play with concepts a lot within each album and song. Concepts are a main focus point across all marketing, staging and photo book that comes with the album.

RESEARCH NOTES

Book – The Global Music Industry, By Naoki Sekine and Dick Weissman

Chapter 7 – The music business of Asia

• Unique in the size development speed
• Broadband and phone use is huge
• Digital music down loading services are super quick
• Korean radio plays Korean and English music.
• Korean music is played across all of Asia through radio

• Asian music market is more familiar with CD packages over CDs sold separate

• Korean TV channels receive fee from entertainment companies to play video clips
• No official sale charts in Asia (Melon music Korea is online streaming charts)
• South Korea is reluctant to play J-Pop (Japanese pop) on radios due the history between the two which is why artists do separate Japanese version of their songs and promotions to still connect with their fans.
• Music audiences on Korea see concerts as ‘Fan meetings’ for new promo

• Asian music market is dominated by Asian artists over Western artists

• Production deal – The process of training idols and keeping them set to one entertainment company
• Korean labels have no access to over sea markets which is why many idols work with western labels for over sea promotions, and is changing the more popular K-pop is globally.

From this i’m going to research into an Idol i think would work well to create solo album. T0 understand the elements needed for a specific artist and press packs to fit the way Korean entertainment companies work and what elements i need to create and design to have a full working album launch that would work in both South Korea and US and UK.