Former GENTLE MONSTER director Ha Ye-jin directs A2O LITE debut music video

Creative director Ha Ye-jin has participated in the music video for "NEON," the debut song by Lee Soo-man produced rookie girl group A2O LITE, which reached number one on the Melon TOP100 chart on the 14th.

Creative director Ha Ye-jin, formerly of GENTLE MONSTER and NUDAKE, participated in the music video for "NEON," the debut song of the rookie girl group A2O LITE produced by Lee Soo-man.

On the 19th, Ha Ye-jin posted on her Instagram regarding the production reviews and planning intentions. She wrote that when she first heard the song, it felt like a continuous burst of dopamine and felt like a game. She further described it as a game that follows an uninterrupted upward curve and has no intention of stopping.

Ha Ye-jin stated that while others were searching for something more minor and unfamiliar, she was drawn to the familiar freshness of K-pop. She explained it as the pleasure of exploding without hesitation and running until the end, ultimately forcing the listener to feel excited.

Regarding the music video, she said she wanted to emphasize the energy created together by the nine members. She wrote that in an era where individual personalities are seen first, she wanted to depict the nine members appearing as a single force, describing them as girls with different faces and attitudes heading toward the same future.

Ha Ye-jin added that her approach was to clothe the future imagined by the past in today's sensibilities, creating something that feels somewhat nostalgic yet new. She joined the eyewear brand GENTLE MONSTER as an early member and worked as a creative director for approximately 12 years, also leading NUDAKE. After leaving GENTLE MONSTER last year, she established the independent creative house YZC. A2O LITE released their debut digital single "NEON" on the 13th and reached number one on the Melon TOP100 chart at 11 p.m. on the 14th.

Read the original (Korean)