Performance Videos Emerge as a New Form of Expression in the Music Industry, a Powerful Tool for Deepening Fan Engagement

In recent years, "performance videos" have rapidly gained attention in the music industry as a new form of expression. This format, which more directly conveys an artist's dance and the world of their music, has become a crucial tool for deepening fan engagement, particularly on video platforms like YouTube. On social media, many fans post enthusiastic comments when the latest performance videos are released.

Kento Nakajima's "IDOLIC" Dance Performance Video has garnered a particularly strong response. Praises such as "The song is great," "Hyper sexy," "I love the dance so much," and "Cool" have poured in, with fans actively promoting the video using features like "Hype." Details like the direction "shooting through the darkness with a bouquet" and comments such as "The scratched floor is cool, like a reflection of Kento Nakajima's life, pouring his heart and soul onto the stage" also reveal how every move captivates fans.

Virtual unit "VOLTACTION" also announced the premiere of their new song "Desert Diamond" Performance Video, drawing eager comments from fans like "Too happy!" and "So they hadn't released a Performance Video yet." LIL LEAGUE attracted attention with a unique concept, "Lollipop ~Zombie Performance Video~," with viewers commenting, "I quite liked the choreography and the song style." Furthermore, PSYCHIC FEVER released "Reflection (Performance Video)" in collaboration with RISIN', receiving positive feedback such as "These kinds of collaborations are fun to watch." Ccn's "Don't you know (NEOWN Performance Video)" was also praised as "incredibly good," demonstrating how artists across diverse genres are expressing their individuality through performance videos.

On the other hand, there are requests from users like, "I wish they would choose different scenes for the thumbnails of music videos and dance performance videos... It's genuinely confusing every single time." This highlights content differentiation and consideration for viewers as future challenges. Nevertheless, there's no doubt that performance videos are a powerful bridge connecting artists and fans, conveying the appeal of musical works from multiple angles. This trend is expected to accelerate further, becoming a driving force for revitalizing the music scene.

The context

Performance videos, as discussed in the article, are a distinct form of visual content in the music industry, separate from traditional music videos (MV). While music videos often feature narrative plots, elaborate sets, special effects, and cinematic storytelling, performance videos focus primarily on showcasing the artist's live performance, choreography, and the pure execution of the song. They emphasize the dance, stage presence, and the artist's connection to the music in a more direct, often unembellished way. This format has gained significant traction, especially on platforms like YouTube, as it allows fans to appreciate the intricate details of choreography and an artist's raw talent. For many J-pop and K-pop artists, as well as virtual idols and groups mentioned in the article (Kento Nakajima, VOLTACTION, LIL LEAGUE, PSYCHIC FEVER, Ccn), dance and synchronized performances are core to their identity, making performance videos an essential tool for fan engagement and conveying their artistic vision. The rapid rise of these videos reflects a shift in how artists connect with their audience in the digital age, prioritizing directness and a focus on core performance elements.