Dark Fantasy by ENHYPEN
If I were to describe ENHYPEN’s worldview in one word, it would be ‘vampire’. ensign Snake (Vampire Prince)They have built up Enhyphen’s unique dark fantasy world view by incorporating symbols of vampires, such as white fangs, blood, and the act of biting the neck, into various contents, including the album name and lyrics. The otherworldly setting given to those who debuted in the survival program ‘I-LAND’, which aired on Mnet in 2020, may feel sudden. Therefore, the narrative of the group Enhyphen was planned and developed by tightly intertwining various elements and contents to ensure the authenticity of the worldview story.
The 1st mini album, the beginning of a different world [BORDER : DAY ONE]In classical literary elementsThey appear. The narration of ‘Intro: Walk the Line’ borrows Shakespeare’s sonnet 11 (a form of formal poetry consisting of 10 lines of 14 syllables each). It is a sonnet that presents a way for someone to be remembered permanently through the literary method of poetry, and it alludes to the ‘vampire’, the most important immortal being in the worldview. The title song ‘Given-Taken’ from the same album expresses concerns about whether their brilliant debut was given or taken, a soliloquy from Shakespeare’s ‘Hamlet’ (to be or not to be, that is). It reminds me of the question meaning. In this way, the depth and atmosphere of the narrative was added through a project that put ‘classical literature’ with dramatic characteristics at the forefront of the world view, and it was declared that a completely new narrative would be given to these people.
Enhyphen unravels a more detailed worldview through its original story series. Based on Enhyphen IP, planned and developed by HYBE ‘DARK MOON: Altar of the Moon’is a web novel and webtoon serialized on Naver. You can see that the phrase DARK MOON with ENHYPEN is posted in the description section of content related to the Dark Moon worldview. It is used not only as a media content such as music videos or short films, but also as an album component, encouraging people to immerse themselves in their world. . In this way, the worldview that was sincerely built upon debut helped Enhyphen enjoy its unique colors more deeply and deeply. However, this year’s Enhyphen, the 2nd full-length album [ROMANCE : UNTOLD]Wow 2nd full album repackage [ROMANCE : UNTOLD -daydream-]Their stories captured in have a slightly different atmosphere than before.
A vain dream in the middle of the day, day dream
2nd regular album repackage [ROMANCE : UNTOLD -daydream-]2nd full-length album released in July of this year [ROMANCE : UNTOLD]A further expanded theme was incorporated. If the 2nd full-length album depicted a ‘romance narrative between you and me belonging to diametrically opposite worlds,’ the repackage confirms a deeper love between each other through ‘your absence’ based on such a romance narrative. The album introduction explains the content in more detail, and it is revealed that it is talking about unchanging love based on the universal emotions that can be experienced even in an actual romantic relationship, the worry and anxiety felt due to the other person’s absence, and loneliness. This narrative is clearly revealed in the title song ‘No Doubt’. The album’s message is made clearer through the lyrics, which say that the more you want someone, the more painful and lonely it becomes, but even in that hellish time, you realize that you love you without question.
The album’s name ‘daydream’ refers to a dream in broad daylight or a vain fantasy, and the album’s theme is very intuitively revealed in the concept photo. revealed first BLUE NOON version The blue tone stands out in the photo. The members sitting helplessly next to the empty picture frame and white shadow in the empty space look lonely and lonely due to the absence of the other person. The BLUE NOON version concept photo, which contains the album’s name daydream, ‘the day when you don’t exist’, is intended to convey the concept of the photo by utilizing the ambiguous meaning of the word depression along with the meaning of a blue-colored photo.
The second concept photo WHITE MIDNIGHT VERSIONDeep in the night, covered with white snow, it creates a mysterious and romantic atmosphere. Unlike the BLUE NOON version, which seemed empty, the members appear happy and somewhat determined at the same time. It captures the joy of meeting you at night, but at the same time, the feeling of uneasiness about losing you again, and the desire to hide the other person in a place where no one can find it is expressed through a space filled with snow and ice.
Unlike the atmosphere of these concept photos, the track video and music video were released with a strong feeling. It starts with a colorful tooth gem. ‘DayDream’ track videoemphasized dynamic action and free-spirited appearance. The video, which incorporates worldviews such as bat-shaped board game elements and coffins, feels like content from a different album than the concept photo.
https://youtu.be/rDolt3jJRsM?si=pvHj3yTxiMQKKc8s
Title song ‘No Doubt’ music videoThe same goes for The video, which unfolds the day when I cannot see you through various delusions and fantasies that occur at work, metaphorically captures the message of the song. The video, which expresses the fever caused by your absence while making love through the red-faced Enhyphen in the heat that melts ice and grills even steaks, presents a new image of an office worker, completely different from previous content.
The new chapter of the ‘dark fantasy powerhouses’, the ROMANCE series
2nd regular album repackage [ROMANCE : UNTOLD -daydream-]is somewhat disappointing in many ways. As its name suggests, the ROMANCE series is associated with love. As the theme is love, the melody is a little brighter than the previous intense music. The music also naturally changed to match the theme of the new series, and this musical change seems to fit with trends such as easy listening in the current K-POP market. However, the context in terms of planning does not seem clear, whether the change in worldview theme influenced the music or whether a universal message was chosen to attempt musical change. This is because, contrary to the album’s intended direction of singing universal emotions, the album’s main contents, such as music videos, are still far from popular.
What caused the fandom’s response was Enhyphen’s original powerful imageIt was the content of Even though the concept photo was better in terms of the completeness of the album theme and the organicity of the story flow, ENGENE (Enhyphen fandom name) cheered the track video and music video. It can be seen that what they are expecting is a conceptual atmosphere, strong music, and performance. Enhyphen’s biggest characteristic is its strong concept, as well as its detailed world view. 4th mini album [DARK BLOOD] The title song ‘Bite me”s elegant gothic costumes and conceptual images such as the cinema trailer were unique to Enhyphen, and this allowed them to establish themselves as a dark fantasy powerhouse. However, in conclusion, in the ROMANCE series, it has become difficult to feel the conceptual charm that draws the hearts of the fandom and the universal emotional message aimed at popularity.
What ENHYPEN must truly ‘connect’ with
Artists currently active are more advantageous in expressing their worldview than the 3rd generation idol group in the heyday of the worldview represented by EXO (BTS – WANNAONE). Unlike before, when we only focused on limited content such as music videos, it has become possible to release content in various media formats as desired, and as the number of channels that analyze worldviews and content has increased, we have become an era full of things to enjoy. In this trend, the worldview of current idol artists is accepted as just a ‘concept’. It is not a forced creation, but is one of the ways for successful business and branding that can build an identity among numerous K-POP artists and albums.
Enhyphen’s vampire worldview is ultimately a storytelling tool that conveys the message of ‘connection’ they pursue. They engrave the hyphen (-) in the group name, which connects words to form sentences, and seeks to connect people to people, generations to generations, and a divided world. In fact, Enhyphen was already active even before debut. narrative of connectionhad a
It was a group that was born as a result of the connection of ‘I’ and individuals who were all separated in I-LAND, and the debut period coincided with the COVID-19 pandemic and they desperately wanted solidarity and connection with the fandom. However, these personal narratives are common in the industry, perhaps shallow narratives, and are insufficient to establish an artist’s identity. In the end, it was necessary to create a ‘different world’ that was separated and divided from the real world for multiple reasons, and Enhyphen’s current world view was completed by adding a fantasy setting and dramatic elements that could provide greater immersion and fun. I can do it.
Of course, they can’t just pursue a strong dark fantasy concept forever. This is because overlapping consumption of images causes great fatigue. However, since it already has a complete color, natural concept transition, justification, and planning are more important than anything else. It is an urgent time to ‘bridge’ that gap, so that musical changes can be achieved without abandoning the performance and image that the fandom expects.
by. Bye bye
Considering K-Pop’s global audience, how effective is Enhypen’s vampire imagery in resonating with fans from diverse cultural backgrounds?
Here are some open-ended questions focusing on the key topics discussed in the article about Enhypen’s world-view and branding:
**Section 1: The Importance of “Connection”**
* The article states that Enhypen’s vampire worldview is a “storytelling tool” conveying their message of “connection.” How effective do you think this strategy is, and why?
* Could other K-Pop groups benefit from using a similar approach to weave a larger narrative around their music and concepts? Why or why not?
* Beyond marketing, how important is it for K-Pop artists to have a genuine connection with their fans and convey a message that resonates with them?
**Section 2: The Evolution of Enhypen’s Narrative**
* The article mentions that Enhypen started with a more personal, “narrative of connection” stemming from their formation on I-LAND. How does their current vampire world-view build upon or differ from this initial narrative?
* Why do you think Enhypen chose to move towards a more fantastical and dramatic world-view instead of sticking to a more personal narrative?
**Section 3: The Future of Enhypen’s Brand**
* The article suggests that Enhypen needs to find a balance between their established ”dark fantasy” image and future concept changes. How can they achieve this transition without alienating their fanbase?
* What kind of concept changes could you envision for Enhypen that would remain true to their core identity while exploring new territory?
* How important is it for K-Pop groups to evolve their sound and concepts over time? Can they achieve long-term success by staying true to a single image?
**General Discussion**
* What are some examples of other K-Pop groups that have successfully built a strong world-view and used it to connect with their fans?
* How can K-Pop groups use storytelling and world-building to create a more immersive and meaningful experience for their fans?
* In your opinion, what are the biggest challenges facing K-Pop artists in terms of branding and identity in today’s competitive music landscape?
These questions are designed to encourage discussion and explore diverse perspectives on Enhypen’s branding strategy and the broader context of K-Pop branding in general.
