"WHY NOT?" Music Video from LOONA & Launch of [12:00]
LOONA’s 3rd mini album [12:00] launched October 19/2020, led by single "Why Not?" whose music video (featured above) I have seen watched/refreshed/repeat 5 times (PSST: You’ll be able to witness MUCH better resolution via their VLIVE post, IMHO) ... "3:46" minutes is way too short tho!
"A destiny discovered between coincidence and fate LOOΠΔ has created a wave of change beyond imagination through [#] and has come to realize their true roles; to be pioneers for all of the LOOΠΔs of the world.
To celebrate the New Moon, LOOΠΔ is expecting a new moon to rise. On this occasion, they will hold a Moonlight festival at [12:00], when the moon shines the brightest—a festival where no girl will feel silenced.
LOOΠΔ makes coincidence when destiny collides with fate, and finds her destiny within coincidence and fate to deliver a new message for the Midnight Festival.
‘With all LOOΠΔs around the world’, all of the LOOΠΔs across the globe will always be together, where all are dignified, equal and worthy of freedom.
The united voices of the girls around the world rings loud and clear ahead of the start of the new moon.
Intro for the album which is ’12:00’, it is promised time in the new space, capturing our story of getting into orbit.
The titled track ‘Why Not?’ is an uptempo electronic pop song, with a story of pursuing freedom and individualistic self. The funky and bubbly bass line reminiscent of the Midnight Festival is impressive. The key change in the song, which started with a charismatic introduction, from the chorus to the witty major, it resembles LOOΠΔ who is about to change.
‘Voice’ is an energetic retro song with a low, repetitive beat that evokes addiction. It is meant to enjoy the feelings of love and to venture together in an uncontrollable excitement.
‘Fall Again’ has a story about falling back in love with the one every time fall returns. It is a Pop R&B, a harmonious blend of sentimental vocals and rhythmic instruments by LOOΠΔ. It gives the feeling of the seasonality of autumn abundant.
‘Universe’ is a dreamy up-tempo electronic pop ballad with soft sweltering pads, ambient vocals and steady beat, adding warmth to the beat of love, attraction and temptation with the piano melody, allowing you to feel the song in its entirety.
‘Hide & Seek’ is a cool, bright, poptastic uptempo dance song, which it coolly reveals one’s mind that is not hidden. It is showing confidence to the opponent, like playing hide & seek.
‘OOPS!’ is a multi-groove pop song characterized by a cool, repetitive feeling and Latin undertones. It sends a message that the one will love oneself and live freely without caring about others anymore.
In addition, ‘Star’ which is an English version of Voice, it is aimed at global fans, will be released at the same time, allowing them to enjoy various music sources.
LOOΠΔs [12:00] album — where LOOΠΔ creates the inevitable through the merging of coincidence and fate." (Above description via WHY NOT MV)
LOONA had performed a showcase featuring both "Why Not?" and "Voices", with them captured on video via various outlets - Go buy yours online LISTED HERE!
While I'll not attempt to dissect nor critique the music and video, I would certainly like to share my impressions of what I am hearing and seeing ...
If there is a scheme to all the lore and evolution of LOONA, then they certainly are playing the long game. Since HeeJin's debut four years ago, and the individual reveals, singles and units formed, and the subsequent gathering of all 12 girls, we have heard a virtual gamut of soundscapes and visuals, to finally arrive at this stage of evolution, where they both sound and look more mature, IMHO.
The dream-pop and eclectic music genres of the past (one main reason why I started to love them), has now embraced full-on electronica, with a Kpop-stamp, and I am excited for them! Not least they are "catching up" to the now (it's never about them out of step with the trend 0 I'd LOVED THEM for that), but more so the evolution of their sound has reach this stage (starting with SO WHAT).
Some folks online have lamented the end of the "lore" - to which I feel it remains still, but perhaps not at the immediate forefront of what we had witnessed before - but still bridging certain elements from the past to the now, while at the same time allow the girls to expand beyond the confines of the lore and the roles assigned to them. In fat, I absolutely refute the "end of the lore" theory! JinSoul's Odd Eye-glimmer, and the reverse/upside-down Cheorry is immediate proof of the existence of the LOONA-lore still!
Better theorists and theories about on youtube, and I am but a joyful spectator of what is constantly unfolding before me. Maybe I'll delve deeper into the MV in time, but meanwhile, I;d rather just soak in the music and performance, and enjoy them, thanks.
FYI: I have since updated this post with a Making-Of/Behind-The-Scenes video (above), and as well the full MV production credit!
PRODUCTION: DIGIPEDI
Chief Director: Seong won mo
Director: Seong won mo, Moon Seok ho
Executive Producer: Lee moon young
Producer: Yu Yena
PA: Cheong yuseok, Kim Eunjeong, Han sangjo, Han songhee
DAY 1
Director of Photography: EumKo
Focus Puller: Min Sungju
2nd AC: Ko Yuntae
DIT: Kim Kwangmo
3rd AC : Eom Kiyong
Gaffer: Kim Euikwan
Lighting team:
Kwon Hyungseok
Lee Jooyoung
Lim Jaechul
Han Inhee
Jimmu Jib: Lee Dong Jin
DAY 2/3
Director of Photography: Kim Euikwan
Focus Puller: Lim Jaechul
2nd AC: Lee Jooyoung
DIT: Kwon Hyungseok
3rd AC: Cho Joonyeong
Gaffer: Park byung ju
Lighting team:
Kim minjae
Lee sanghun
Lee dohyeong
Jung wonho
Jeon jongwon
Kim yido
Jimmy Jib: Song Kwang ho
Set Design & Props: Kim do eun
FX: Min chang ki @SF
Paris shooting
Director of Photography: Inés Chtouki
Casting: Alice, Kenzo, Laetitia, Sarah, Sophia, Sofia.
Car Decal & drift team: PEACHES
CEO: Ryo
COO: Andy “Hustle J” Kim
CD: Jae Huh
Illustrator: Gyurae Lee
Producer: Leonard
Product Specialist: Sangjun Park
Auto Director: Taehoon Kim
Parts Specialist: MJ Kim
Driver: MaxPark
POST PRODUCTION
Edit: Moon seok ho
DI: Moon seok ho
VFX: Breeze Tree , Plastic beach
BlockBerryCreative
Executive Producer JONGMYOUNG YI
Producer Supervisor JONGHYEON LEE
Executive Supervisor ANWOO NAM
Project Supervisor SEJIN PARK
Music Producer SOO-MAN LEE
Promotion Director YOONPYO PARK
Management DONGHOON LEE, HYOJEONG PARK, CHEOLWOO PARK
Communication Director BORA PARK
Communication DOYUN KIM, JEONGYOON HA, EUNAE JO, HYOMIN PARK
Advertising Business Director JIHO OH
A&R DOYEON YUN, INCHAN BAEK
Accounting Chief JOON CHOI
Accounting YEOJIN NOH, HYEKYOUNG JANG
CTGA
A&R HAEIN PARK, SHEN WEI, AN BAOHUA (CTGA)
International Repertoire HYOWON CHUNG, JIHYE LEE from EKKO Music Rights (powered by CTGA)
Publishing & Copyright Clearance HYOWON CHUNG, MINKYONG KIM, MIJI PARK, JIHYE LEE, RIWOO YOO from EKKO Music Rights (powered by CTGA)
Recording Engineer EUNKYUNG JUNG, JIHYUN KIM @IN GRID STUDIO
WOOYOUNG JANG, SUNGSU MIN, EUGENE KWON, YEJI KIM @DOOBDOOB STUDIO
Mixing Engineer JONGPIL GU @KLANG STUDIO
Mastering Engineer NAMWOO KWON @821 SOUND MASTERING
Stylist MIN KIM, YEJI KIM, JINKYEONG NO
Hair CHUNIL, HYELIME, JIN JEON, CHOHEE, JIN SOL @JOY187
Make up YUJIN JANG, NARAE PARK, MINJI KIM
Performance Director FARYOUNG KIM @FARYOUNG KIM
Head Choreographer FARYOUNG KIM @FARYOUNG KIM
HYUNGYU KIM @AYOHG
Photography MU_GUNG Lighting WOOHYUN JUNG Assist JAEKUUU
Sketch Photography MINJAE KIM
Art Work STUDIO XXX
Printing YEIN ART
(All above credits via vimeo.com/470127176)
All 4 Versions:
RANDOM VERSION:
VERSION A:
VERSION B:
VERSION C:
VERSION D:
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