Korean Girl Group IVE recently dropped their single, giving fans a visual journey in the Kitsch MV. This music video stars all the members of the band, including Gaeul, Yujin, Rei, Wonyoung, Liz and Leeseo. This music video shows the six women trying to live their life and enjoy their youth without thinking too much about how people perceive them.
The video shows off the singers one by one before they start with the verse. It is a collection of visuals following the band members in different locations. One of them stands in front of a mural emulating the fashion elements from Ariana Grande, with her long ponytail and heels. It then shifts to a singer sprawled on the grass reading a book. The next shot is perhaps the most iconic of the video because all the members are sitting in a single file with the same varsity jackets but are in different outfits.
It’s a really beautiful city landscape and very youthful college energy that all of the singers bring to the song. They are singing about things that teens and pre-teens go through in life while also giving off the energy that they are ready to be treated like adults. Kitsch talks about the process of coming of age while also maintaining that spirit of childlike wonder and excitement. It is about not letting anybody dim the confidence they have manifested within themselves, even though other people may want to tear it down.
As the chorus ends and we are taken into the second verse, it explores the prospect of making mistakes and learning from them. Using these years as a way to build formative experiences and become smarter at dealing with people who are ready to tear them down. They are trying to usher in a new generation of modern women who don’t need to conform to stereotypes or shy away from personal expression.
All these singers are in their late teens, while one is twenty years old. They’re all still coming to terms with the industry since they started 2 years ago, so this song feels like a comment on what they have been feeling as young creators in this industry, especially as women, even though they conform to the stereotypes laid out for them as musicians in the Korean Pop Industry.
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The band was created in 2021 with the six members as mentioned above. They released their first single, titled ELEVEN, which featured two songs, Take It and the title track. After which, they have continued to release singles titled LOVE DIVE, ROYAL, After LIKE, My Satisfaction, the Japanese version of ELEVEN, Queen of Hearts, After LIKE- Holiday Remix and the Japanese version of LOVE DIVE. This is their second single of the year. However, it is the first song written from scratch this year.
Since their debut, they have won many awards, including the MAMA Award for Best New Female Artist, MAMA Award for Song of the Year, Seoul Music Awards Bonsang Awards, Golden Disc Award Song of the Year, Seoul Music Awards Record of the Year in Digital Release and many more. These up-and-coming band artists can make it big even on the world stage as they release their first mini or full-length album soon. Their talents are not going to be overlooked.
Watch the Kitsch MV
Kitsch is currently streaming on Spotify. Who is your bias from this girl group? Let us know in the comments below.
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