Visual Attraction of K-Pop: A Correlational Study on Visual Aspects of K-Pop Music Videos

Abstract

Korean Pop is a music genre that is exponentially growing in popularity worldwide and is known for complex visuals in their music videos and performances. This study aims to determine which visual appeal aspect in 4th generation K-Pop music videos makes the video visually appealing that contributes to the most attractive concept to viewers aged 12-18 in the United States. There was minimal research conducted on the topic of visual appeal aspects in K-Pop, but past research expressed that visuals are a crucial factor to K-Pop, identifying gender roles in K-Pop groups and visually expressing messages to appeal to various norms and beliefs. Focusing on the visual appeal aspects in K-Pop closes a research gap while expanding curiosities about K-Pop visuals and its influences on the audience. This research may aid in improving marketing strategies for K-Pop songs, creating visual appeal that best attracts the audience and increasing viewer engagement towards music videos. This correlational research utilized three surveys for the three 4th generation K-Pop music videos, concluding that set design was the most visually attractive aspect of K-Pop music videos and that chaebol crush was the most visually appealing K-Pop concept currently. The findings of this research will help the music industry in the United States develop music videos that are as visually appealing as K-Pop music videos, creating maximum visual appeal for the audience.