LE SSERAFIM, the powerhouse rookie girl group from HYBE Labels, marked their 2024 comeback with the vibrant and dynamic "SMART" music video. Directed by VM Project Architecture, the video showcases not only the group's exceptional performance skills and captivating visuals but also delivers a message of self-confidence, individuality, and owning your own narrative.

Beyond the Surface:

"SMART" departs from the typical K-Pop music video formula by presenting a more nuanced and layered narrative. While the video features synchronized dance routines and visually striking sets, it goes beyond simply showcasing the members' beauty and talent. The storyline subtly emphasizes self-awareness, individuality, and the importance of staying true to oneself.

A Story of Individuality:

Throughout the video, each member of LE SSERAFIM is presented in distinct settings, showcasing their unique personalities and artistic strengths. From Sakura's elegant dance sequence amidst blossoming flowers to Kazuha's powerful performance in a futuristic cityscape, the video celebrates the diversity within the group. This focus on individuality challenges the K-Pop industry's tendency to prioritize group uniformity and empowers each member to shine in their own way.

Confidence and Empowerment:

The song's lyrics further reinforce the themes of self-assurance and empowerment. Lines like "I'm smart, I know what I want" and "Don't judge me, follow my pace" showcase the members' unwavering belief in themselves and their refusal to conform to societal expectations. This message resonates with young audiences who are navigating their own journeys of self-discovery and finding their voices.

A Visually Captivating Journey:

The music video utilizes various visual elements to enhance the narrative. The use of contrasting colors and dynamic camera angles reflects the individual personalities of the members and the different facets of their message. The inclusion of symbolic imagery, such as butterflies emerging from cocoons and members breaking free from chains, further emphasizes the themes of transformation and breaking free from limitations.

More Than Just a Music Video:

LE SSERAFIM's "SMART" music video transcends the boundaries of a typical K-Pop visual. It serves as a powerful statement about self-confidence, individuality, and following one's own path. The video empowers viewers, particularly young women, to embrace their unique qualities, challenge societal expectations, and write their own stories.