Dont Let Another Art Director Beat You to the Punch Poster Art Directors Club
The influential Grand-POP creative director Min Heejin
When nosotros talk nearly the creations or pattern of One thousand-POP, nosotros probably tin can't miss the significant proper name Min Heejin. I want to let yous know about her works, my favorite ones, and some tendencies of K-POP's creations compared to the Japanese musical market place from a designer's perspective.
* All of the quotes of her interview annotate are translated from Korean to English by me, technically from Korean-Japanese translation to English.
Min Heejin
- born in 1979
- ex-creative director in SM Entertainment
- joined SM in 2002 and quit in 2019
- joined BigHit Entertainment as Chief Brand Officer on July 1st, 2019
SM Entertainment is known as 1 of the biggest musical companies in Korea. They have a lot of famous K-Pop musicians like BoA, TVXQ, SUPER Inferior, Girls' Generation, SHINee, f(x), EXO, Red Velvet, NCT. On the other hand, BigHit Entertainment has BTS. And the main purpose of her is to lead the debut of their new girl group.
The CEO of Large Hitting Amusement stated "Min Heejin is a leader of leaders who brought the concept of combining 'Visual managing director' and 'planner' to Chiliad-pop, I am very happy to take an practiced who leads the industry join the states as nosotros focus on contents and fans. We believe the knowledge Min Hee Jin has virtually branding will help give wings to Big Hit and its related businesses every bit we undergo restructuring. I'g excited to see what kind of innovation this forwards-thinking creator will bring to Thou-pop with her ain characterization."
Non just this CEO but both SM and Large Hit fandoms were excited and looking frontward to the newbie debuted from the almost thriving visitor. Or rather, some old fans expected Girls' Generation Large Hit ver.
Remarkable Min Heejin'southward works and my favorite
f(10) — 4Walls (2015)
In that location are several K-POP generations that divide groups according to their debut years. If I could ascertain another generation for even K-Pop's design, 4Walls' design is one of the epic pieces that had changed the creative trends. By that time of 4Walls, the typical Yard-Popular visual direction was kind of gorgeous and dazzling equally the first iOS skeuomorphism concept. Min Heejin was too following these trends but doing some other approach like a collage method or intricate package inspired by a jewelry box in Girls' Generation and SHINee era.
This album was released in 2015 that apartment blueprint and cloth blueprint were pop. In add-on, this was the first anthology since one of the members Sulli had left f(x). This fellow member had the nigh feminine temper for better or for worse, then I guess this leave enabled f(x) to show another attribute as sophisticated and mature women. For Min Heejin, f(10) and SHINee were special groups considering they were the first experiences that she was able to do visual direction since pre-debut, and at that place were lots of trial and error she had. 4Walls and the member's go out must be a epitome shift for her.
EXO — Monster (2016)
EXO is one of the biggest success group and the force of them with SM'southward creative team is a skill of character making. Monster has a very nighttime concept that is the one why I got into K-Pop idols culture. I gauge the process fans were attracted by them seems like Japanese animation's one, therefore the fandoms between M-POP and J-animation are often overlapped.
If you similar fashion, design, or photography, information technology also means yous have the potential to get into K-POP or at least its design. You lot can see lots of pieces such equally hairstyle, makeup, and accessories that as well represent K-Pop's artistic stuff in this music video. If you can find something bonny from this, you might be obsessed with their recent work Obsession.
Red Velvet — Perfect Velvet (2018)
Carmine Velvet has been satisfying Min Heejin'due south want for inventiveness, while f(x) has been less active since they released 4Walls. They can accommodate summer girlish concept and even ninety's American horror scenario.
As you lot tin see tiptop-left of the upper image, somehow it's hard for me to approve as the main visual of idol'south album. This Min Heejin's favorite fob collage seems less effective in terms of making utilize of idols' facial appearance to the fullest extent. However, it turns out to be a adept case of making a shivering atmosphere for this anthology. Bated from the main visual, other photos also evidence her ability which gives us an eye-opening interpretation gap from their cute styling to mysterious and creepy intentions like "The Addams Family".
f(10) — Pink Record Art Movie (2013)
This is the first movie which is a proposal from Min Heejin. As soon equally she listened to a pb single, she popped upwardly on her mind and proposed her boss the single should have an art film. Since information technology was non enough budget considering of her ain project, she ended up working with her younger brother and his friends in fine art higher equally film directors who had a mutual understanding.
The storyline is a melancholy omnibus manner of stateless and mysterious students in guild to depict the tale of f(x) amore. She reached out to something new and potentially worthwhile, and this picture show led her to be one of the famous Grand-Popular creators. The beginning narration is spoken by her favorite f(x) fellow member, Krystal.
"Beloved exists but with an absence of eternity. At the first moment of a lovers see, there's an affidavit of beloved. Psychologically lunacy, emptiness, panic, delusion that the moment volition last forever… I'1000 seized by the desire. I hide behind my back… And postpone all answers."
Westward Korea (2015)
She selected her favorite SM'south members, Taemin from SHINee, Kai from EXO, and Krystal from f(x), for the Korean mode mag photography program. I've been writing just designing stuff then far, but essentially fans are excited about idols personalities and backgrounds likewise as their appearances, unlike just models. Then we tin can fully relish imagining every single relationship, even males case, from these iii combinations. Some fans mentioned this as an homage inspired by "The Dreamers" whose master casts are also two males and 1 female.
FYI, they are close in age and friends since they're trainees. Kai and Krystal finally became a couple and broke up. Taemin and Kai are now in the same new group SuperM that consists of pop members from each grouping.
SM'southward works after Min Heejin quitting
EXO — Obsession (2019)
The styling seems similar a villainous character making in an animation program. It's merely possible with EXO'due south unique individuals of great presence.
Newbie idols sometimes try to be different from others by having a foreign concept, even if information technology would exist a self obstacle when they become older.
Originally EXO has also a unique specification that each member has a superpower, such equally teleportation, air current, flame, light, water, lightning, etc. In this music video, these settings were used for each member's scene making naturally, not maliciously.
Red Velvet — Psycho (2019)
Psycho is 1 of the most successful works of Red Velvet, in terms of not only music but an aesthetic atmosphere, sort of ritual styling, and nostalgic photo direction. While I feel grateful to the next director taking over what Min Heejin had been doing, I tin't help looking forward to another Psycho, similar what if she could straight.
Background
She was absorbed in drawing and got influenced by her grandpa to get into art and blueprint. Since she used to desire to become an audio director, she joined the broadcasting social club in her schoolhouse. Finally, she decided to get to art college and majored in visual design, and and so did Her younger brothers.
She had been worried nigh her hereafter career after finishing the internship in the Korean advertising agency in her junior course. One day, the teaser video of SM solo singer BoA had stunned her. She thought she could savor the idol music manufacture by making showing her creative worldview to general public listeners and signed up SM recruit, even though she wasn't into idol civilisation.
"T his industry seemed to be totally dissimilar from my preference but closer to the public. So I wanted to create another inspiring graphic, not consumer-oriented. In addition to that, I was kind of excited about this ironic situation like sending my works and let listeners widen horizons through the Korean idols culture."
Philosophy
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Though she had been involved in almost all procedures like music videos, styling on stage, and parcel design equally a creative manager until she quit SM, she didn't have this kind of prominent creative team from the beginning of her career in 2002. She had just established a productive squad making procedure one by one after her new trial had succeeded.
Thanks to her steady efforts, SM finally allowed her to do the comprehensive visual direction in 2009 when she was in charge of SUPER JUNIOR'south Sad Sorry and Girls' Generation's Gee. She besides did the visual direction of SHINee, f(x), EXO, Red Velvet, and NCT since pre-debut.
* NCT has been managed past another SM manager from the centre. (This is going to be explained in item in the next postal service.)
"Since we didn't have creative directors who could manage totally, we had to work individually. So even if music production was nice, they weren't able to make use of it fully without an appropriate styling direction. It'southward really important to bind all pieces of creation and diverse human being resources with organic chemistries."
"As for me, the profound design should be not simply the process of making cute packages. If anything, it should consist of musicians' intentions or interpretations of their music. So information technology'due south natural demands to work widely and innovatively for me. Of course, it's difficult at the first, but we definitely do well and easily adjacent. We tin't become anything without trial and error."
Creative person logo
"While we sometimes make a certain logo representing a grouping'southward identity, it'due south not always the all-time means because information technology might be even restriction for a grouping in particular changing concept every single piece of work. They sometimes show the strength of wearing uniforms, and sometimes they show the girlish innocence. Information technology's difficult to friction match all of the appearances with only one blazon of logo. On the other manus, we adopt the 'EXO' hexagon logo framing and modify only how it'south depicted co-ordinate to albums' concept."
Art director
"Art directors essentially take to take good communication skills and marketing knowledge that manage the whole procedure comprehensively as well as pattern skills. If you accept some sort of fantasy to be an fine art manager, information technology's non that way at all. I could have hanged out with my friends without working hard, but I judge only the people who accept royalty for their work and endure their loneliness can be 18-carat prominent art directors."
Cursory
The Next Story
notwithstanding writing
- comparison to J-POP creation
- K-Pop as one of the national strategies
Source: https://medium.com/@hydekick/the-influential-k-pop-creative-director-min-heejin-beabeffae446
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