When delays postponed the making of "Do You Love Me," the long-awaited new videos from K-pop girl group 2NE1 and produced by TEDDY, the group's record label YG Entertainment decided to try something different.
Rather than the big budget production the label had planned, when the music video for "Do You Love Me" premieres on August it will be closer to a "home movie," according to YG Entertainment CEO and founder Yang Hyun Suk.
"2NE1 enjoys higher YouTube viewership among fans around the world compared to many other Korean girl groups," Yang wrote Monday on the record label's website.
"As such, we have decided to create a home video rather than a music video, and 2NE1 will be the one to film with mobile phones and old-fashioned cameras. We believe that this home video style can work as it will show a natural and casual aspect of 2NE1, who has so far showcased several music videos emphasizing their unique fashion styles in gorgeous sets."
Although the standard music business move might have been to postpone the release date, the label boss explained that wasn't an option.
"There has been a bit of setback for the production of the music video, which was scheduled to be directed by Seo Hyun Seung," the blog post read.
"This kind of thing is not uncommon in the business. And in most cases, a common decision is to delay the release date for a couple of weeks. However, 2NE1 is planning to release a new song every month so if we postpone this month's release, there will be evitable delays for the next songs. This would be a major setback for 2NE1's plan."
Last week, the members of 2NE1 expressed their excitement about their first Song of the Month offering-the reggae-flavored "Falling In Love," released on July 8, to Billboard Magazine.
"We are extremely excited as this is our first single in a long time," bandleader CL said.
"It is actually our first official album release in two years. We really wanted to be onstage together so I think it's going to be fun. All the great energy we received during our world tour is reflected on our new album."
2NE1's Sandara Park says the excitement around "Falling In Love" was unanimous among band members.
"We felt a burning passion for this new track," Sandara said. "It felt like we were starting fresh as this was our first time pursuing a sweet, love song."
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