Directors Son Seung-hee and Seo Gi-woong discuss K-pop music video production
Director Son Seung-hee and cinematographer Seo Gi-woong discuss the creative differences between directing and cinematography in K-pop music videos.
Director Son Seung-hee and cinematographer Seo Gi-woong, leaders at the forefront of K-pop music video production, shared insights into the visual differences and creative nuances within the production process. The two experts noted that even when reviewing footage on the same monitor, their areas of focus differ significantly based on their respective roles.
Directing vs. Cinematography: Differing perspectives on the same screen
During the discussion, Seo explained that differences in judgment can arise between a director and a cinematographer on set. He noted that even if a cinematographer deems the camera work perfect, a director may decide on a reshoot. This occurs because directors prioritize details such as an artist's subtle facial expressions or the overall atmosphere, alongside the harmony of lighting and camera movement.
Seo mentioned that he primarily monitors the "inner edges" of the frame during filming. To ensure compositional stability when capturing a subject, he focuses on spatial elements such as Headroom or Nose room, depending on the direction the subject is facing. In contrast, the experts' perspectives diverge as directors tend to focus on the subject's eyes to gauge their performance and state within the frame.
On-set directing and the evolving production landscape
The two professionals also discussed artist synergy and the rapidly changing production environment. Son, who has directed groups such as aespa, (G)I-DLE, and Babymonster, and Seo, who has filmed NewJeans and IVE, shared how their directing approaches differ when working with rookies versus seasoned artists.
The conversation also touched upon how short-form content is reshaping visual grammar and how creators can maintain unique perspectives that cannot be replaced by AI, even as technology increasingly enters the production field. The discussion reflects on how directors can preserve their individual creative vision amidst rapid technological advancements.
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