“Even if I’m busy, I have to eat. I’m going to head up early to have lunch, because it’ll be a hectic day today.”
“Are you okay, Director?”
“Hey, they’ll manage. Just hurry up and come out.”
Jung So-hyun watched the planning team staff take the junior out, and turned her gaze back to the screen.
First title music video release.
About 2 hours until release.
SDVIMVFoanVzY1YwSVhjamMzUkt1U2JzRHFseHM5OExYRWlDREwrWXA5T1kvdGJSTjdQYzZ1YkZpZ3FKaXNFSg
Jung So-hyun wasn’t new to album releases; she had worked on them countless times before taking on the debonaire role, but this time she couldn’t help but feel both excitement and anxiety about the results.
“Ha…”
It was only natural, considering this release format was unlike anything she had seen in over ten years in planning.
When she first saw Do-hee’s planning document, her head throbbed a bit.
Just looking at the titles alone, there were four.
That definitely meant the music video production would cost a fortune.
But the reality was the opposite.
“I thought it would be hard due to budget issues… I didn’t think it would be hard because it was so little…”
It would honestly have been a relief if the costs were really high.
Jung So-hyun recalled that moment.
Do-hee, who had presented solutions considering budget issues since the start of her initial planning.
“Um… Of those four titles, we can produce two at a low cost… No, actually, we have to produce them at a low cost, so I think the budget won’t be much different from before.”
And it actually turned out that way.
Despite having four titles, they managed to reduce costs compared to the last album.
Of course, that didn’t mean the budget for the music video production was lower. After all, they were shooting four music videos.
But the actual budget cuts were on…
“This album shouldn’t have any promotions until all the songs are released.”
Promotion budget.
“That’s how we can maintain the image of this album…”
They completely eliminated the promotion budget.
That alone had been making Jung So-hyun anxious until now.
Even though it was according to Do-hee’s planning document.
The only thing Jung So-hyun barely compromised on was stopping Do-hee from saying no to taking initial concept photos, arguing that they had to be included in the album anyway, and changing it to just releasing them later.
“Phew… I had my stubborn moments for the first time…”
Again, until the songs were released, there were no promotions.
No articles, no concept photos, no timetable.
“Teasers aren’t allowed either. If there’s a teaser, people know when the songs will come out.”
Not even music video teasers.
They were really just going to release the music videos right on cue without a hitch.
“This is really absurd, seriously…”
Moreover, the date for the first title release was set on a Monday, which was particularly unfriendly for domestic music charts.
Not that they chose Friday for any advantage on Billboard charts.
The actual album release date was the following Thursday.
It was simply because Do-hee thought that was the right way to do it.
“Haah…”
This bizarre method had likely never been seen by any company or idol before.
It was truly unprecedented.
Jung So-hyun briefly glanced at the fan community before the break.
[Is Topist not working? What are they doing that there’s not a single common promotional article?]
[How is it possible that there’s not even a single piece of bait? Seriously, does that make sense?]
[All we know is that Do-hee said during a call with Ha-rang that something’s coming out in February and that the members said to expect something soon via bubble message, lol.]
[There are no concept photos, and the SNS is totally silent.]
[Is there really anything going on?]
It seemed like they might even send a truck for a protest in front of the headquarters right away.
Of course, once the music was released, they would start promotions, and the atmosphere could change, but…
Was this really okay?
Yet, despite everything, Jung So-hyun couldn’t help but feel a glimmer of anticipation in her heart.
It was simply because Do-hee’s planning document was ideal and groundbreaking.
“Unprecedented…”
Those called geniuses often acted strangely, causing them to also be labeled as oddballs.
But this was a thoroughly calculated plan.
There was no way it could be rejected.
And the songs she wrote together with the members.
In fact, those songs were the basis for an excitement that went beyond unease.
Jung So-hyun had her own beliefs and stubbornness.
She was sure she could trust her instincts and subjectivity.
After all, she had never been wrong in the planning business up until now.
And the songs in this album were definitely nod-worthy.
Especially the first title track.
The song she put the most effort into was particularly promising.
“…Really, it’s a song you can’t help but be certain about.”
She felt confident that the reaction would be even hotter than the last album, no doubt about it.
So, it was suddenly, but…
Jung So-hyun thought again.
Giraffe.
It seemed that referring to Do-hee as a giraffe was more than appropriate.
A term used to denote a child endowed with talents and wisdom, akin to the auspicious mythical creature.
Surely it was still early in her promising future, but Jung So-hyun’s heart was already racing like crazy.
“…The kids will be coming to work soon.”
They’d be coming to shoot the music video reaction, so as the producer, she also needed to head down to welcome the members.
*
“Hmm…”
Before diving into composing, she needed a bit of background knowledge for her older sisters.
“First, before the title song camp, let’s go over the planning document briefly.”
“Teacher Do-hee, your class is so fun!”
“I’m also feeling motivated to teach now that I get to see such a cute and charming student~”
“Hehe, am I cute?”
“Sigh… You both are just great.”
“So, Do-hee, what’s this about?”
Now, where should I even start?
“Okay, do you remember what our last album’s concept was? Like, the album title.”
“DBNR? Is that what you mean?”
“Yeah, Dictated But Not Read. We wrote it down but didn’t read it. In other words, while transferring our images into the album, it showed us honestly, without any embellishments, right?”
“Yup!”
“But this time, the concept is the exact opposite. Are we, like, fitting ourselves into the world? Adjusting it?”
“Um…”
Hearing my words, the unnies tilted their heads again while reviewing the planning document.
“Well, we could name the album RNBD since it’s the opposite of DBNR.”
“…Really?”
“But I looked up RNBD and it stands for Research & Business Development, you know? It’s about strategic revenue creation and development. It kinda makes sense. We’re also giving off a vibe that we’ve adjusted ourselves to the world for some profit.”
“Oh, that fits pretty well!”
“That’s how it usually is.”
“So are we confirming that?”
“No? Just throwing it out there?”
“….Sigh.”
“But since the planning team is experts at this sort of thing, can’t you come up with another good idea?”
Even if I set the big frame, it’s the company’s help that takes care of these small details.
Anyway.
“Anyway, so the concept is already set. We’re fitting ourselves into this world.”
The unnies browsed through the planning document again.
Of course, it wouldn’t be written down.
“But how exactly are we fitting ourselves in? What does that mean and how are we going to express it? I’m a bit confused?”
“Yeah. Here, there’s only a brief description of the song concept.”
I specifically wrote it vaguely in the unnies’ brief planning document.
I wanted the unnies to come up with new ideas without any fixed mindset.
“Um… this also needs a bit of explanation. R&BD really fits, but actually, this album is a strategic fit aimed at the American market?”
“What? Do-hee, were you really thinking seriously about hitting number one on Billboard?”
Oh gosh, our Seo-yoon unni is acting all awkward again.
“I’m on board if our Seo-yoon says we should try!”
Thanks to that attitude, our group’s atmosphere is always cheerful.
“Right? It would be fun if we really hit number one on Billboard like Seo-yoon said.”
“Yeah, since we definitely got reactions from the overseas market last album, aiming for number one on Billboard isn’t easy, but building gradually while the response is up sounds good.”
“Um, I totally agree, Chiyo.”
Oh, and I should probably share my thoughts on a few things.
“But honestly, before Seo-yoon mentioned it, I didn’t think Billboard mattered that much.”
“Huh? What do you mean?”
“I mean, our country’s market is sort of unique culturally, you know? The American market is pretty much the world market, right?”
“Of course.”
“But the thing is, the American market is so big, and when a culture trends there, it becomes a trend worldwide.”
There’s definitely a solid indicator for this.
“For example, what percentage do you think Hollywood movies take up in the film industry of most countries around the world?”
“Well…”
“On average, it must be about 50%, right?”
“Um… so as Na-eun said, in Korea, Hollywood has around 50%.”
“Oh, not overseas, huh?”
“Isn’t it overseas then?”
“Yeah, they say at least 70% or even over 90% in other countries.”
“Ah~”
“They say Korea is nearly the only one like that. Koreans really love Korean movies.”
“Um~”
“But this applies to the Korean music industry too, right? I don’t know for sure, but they say there’s hardly any other country that listens to more K-pop than pop music?”
“That’s true… it does seem like East Asian countries have a strong local culture market.”
“Must be their characteristics. Anyway, I honestly think since I live in Korea, if I just pay attention to the Korean music charts, overseas fans will find us on their own, so I wasn’t too worried about that.”
“But as you know, from the company’s perspective, the market size is entirely different.”
“Right, but what I’m saying is that if we try something weird just to target the American market, it’s easy to lose our way. If it doesn’t work in Korea, will it work in America?”
“That’s true.”
“So, it’s a tough situation. We need to focus on what we do best while finding a concept that Americans would like.”
“Um…”
“I’ve thought about this a lot, you know? But what is the concept we do best?”
“Debonaire itself. The songs have always been like that.”
“Chiyo, I completely agree again.”
“So, the ideal femininity—Born ideals. A somewhat masculine girl crush—We Debonair, that’s the core, right?”
“Right.”
“But what’s the basic concept of this image? It’s contrast, right? Different qualities are arranged in opposition to one another, emphasizing each other’s contrasting characteristics.”
“You’re especially articulate today?”
“Ah, but does anyone have a whiteboard? I need to write this down.”
“I’m getting all mixed up just talking.”
“Um… I don’t have one.”
“Then maybe just use a notepad on your laptop.”
“…That’s a bit much. Anyway, this law of contrast, along with the law of repetition, is an essential component in all art. That’s our basic concept, you know?”
“True.”
“So, we’re going to maximize this contrasting image in our upcoming album. The first and second tracks are a tribute to a very famous novel.”
“So it was Jekyll and Hyde, huh?”
“Yeah. But I’ve also thought about the music video concept.”
“Like at the beginning, Seo-yoon Unni points at Chiyo Unni and says, ‘Is she Jekyll?’ and then Na-eun Unni coldly replies, ‘Yes, she’s Jekyll.’”
“Then what are Chiyo Unni and the viewers? Does that mean they’re protecting Chiyo?”
“Like Woo-ah Unni keeps interrupting and trying to take Seo-yoon Unni and Chiyo Unni away. So people might think Woo-ah Unni is the villain.”
“But in the end, they present Chiyo Unni to me… then Do-hee Lee, the psychopath ‘Dr. Jekyll,’ appears and ties Chiyo Unni to a cross and burns her alive!”
“Turns out, the whole time, it wasn’t about protecting Chiyo Unni, but rather Jekyll’s possession—a twist of suspense!”
“Ah… right.”
“Sounds exciting!”
“But why do I have to die?”
“Because you’re the psychopath.”
