Song: Stupid Idiot
Artist: WZ ft. HOKI
Music Genre: K-pop, Hip-hop, House, Dance pop
In this project, I aim to develop a new promotional campaign for K-pop artist WZ, centered on his upcoming album, “IDIOT”. The proposal will outline the concepts of music videos, digipaks, and social media marketing.
WZ is an established artist who has survived in the industry for almost 5 years. Over the period, he gained a strong reputation among artists, with an image of a person who refuses to be “perfect” like a typical K-pop artist, which subverts the stereotypical image in the industry. WZ is trying to embrace the clumsiness and failure in each individual, stating that no one is perfect. WZ portrays a persona of a funny, careless, and self-deprecating person, and they are presented through various media, including music, variety shows, social media pages, and interviews.
WZ’s persona represents an artist who lives and pours his heart and soul into his work. WZ is different from others who always try to build an image of being perfect, clean, and elegant on camera; he isn’t afraid to look foolish on stage or laugh at himself. He believes that every imperfect moment is evidence of his self-development journey. Through this, WZ becomes a symbol of what it truly means to be a self-growing artist, an artist who values authenticity over appearances, process over perfection. The evolution keeps happening chapter by chapter, filled with experiences, lessons, and laughter.
In this comeback, he features with his friend, another female independent artist called HOKI. They shared the same passion for music since they were trainees from a large entertainment conglomerate in the industry. Both of them believe that artists should truly live the art, where they can freely express their vision through singing, dancing, producing, and connecting with their audience in the most authentic way possible.
Over the years, their chemistry, talent, and creative synergy have earned a strong reputation, leading everyone to know them as the “monster duo”, a title that reflects both their artist image of being unafraid, silly, and a strong presence on the stage. As their partnership continued to evolve, they eventually became one of the most iconic male & female friend duos in the K-pop industry, an unpredictable, chaotic pair whose playful energy drives fans and audiences absolutely crazy.
References:
Producer & Song writer & Singer: Woozi
Singer & Rapper: Lee Youngji
Seventeen
The music video this time captures the true spirit of the song title, which is “STUPID IDIOT”. The music video will be a combination of conceptual and performance elements, with the narrative centered on the story of a humorous duo whose everyday life is defined by clumsiness, unintentional chaos, and a sense of meaninglessness. As usual, the two friends decide to spend a day together exploring the city. However, instead of having a peaceful trip, it started to turn unexpectedly, since everywhere they went would end up being chaotic.
Throughout the day, the duo travels through various locations such as, parks, buses, stops, narrow alleys, convenience stores, street corners, etc.. In each setting, they experience a new ‘idiot moment’ (e.g, tripping over snacks, taking wrong turns, accidentally bumping into strangers, or panicking over harmless situations).
The narrative will lie on how these small accidents turn into exaggerated sequences of humor, representing the duo as two carefree, lovely fools who always bring a positive vibe and make the surroundings feel chaotic and funny. Their unpredictable actions reflect the playful and reckless tone of the song, creating an energetic and youthful atmosphere in the MV.
Rather than following a complete linear storyline like other music videos, this tends to be in a fragmented structure. The narrative is intentionally constructed as a montage of random, detached connection scenes that jump from one moment of chaos to another. Each incident stands alone as a comedic scene, contributing a minor part to an overall silly picture, which emphasizing the imperfections within an individual. This choice of style also reflects the spirit of the song title “STUPID IDIOT”, where lack of serious scenes are mentioned, instead celebrating the joy and freedom. The non-linear style also represents the sense of a messy day, unplanned, and authentically chaotic, just like the duo themselves
Besides the visual elements, we plan to intercut performance shots of WZ and HOKI dancing together in public locations, such as parks, streets, shopping malls, or even parking spaces. Their performance maintains the professionalism and synchronization expected of a K-POP artist, contrasting with the image they have presented throughout the MV. This combination highlights the duality of WZ and HOKI, they could be a foolish person in normal day but when it comes to music, they become a professional performer.
The street-style performance will go well with the song's themes. The playful tone, high-tempo energy, and comedic beats are encoded through the chaotic city visuals. Additionally, the MV conveys the core message that being imperfect and clumsy is not something to be embarrassed about. Just live and enjoy the moments, and remind yourself and others that life is filled with tons of memorable experiences.
Ultimately, the MV aims to balance between humor, chaos, and artistry. The scattered narrative structure, exaggerated comedic scenes, and lively performance shots work together to create a hilarious viewing experience. Therefore, through this concept, the audience can enjoy both the comedic chemistry of the duo and the vibe that the MV brings.