Is this the best they could do?!

Ugh, this has got to be THE laziest music video SM has produced to date.

I’ve learned to stop expecting originality from SM videos, seeing as they’ve used the same formula in almost every single one of their music videos since Day 0 – but did everyone in SM’s creative staff take a vacation when they produced this video?

Despite all the flack I’ve given the song for being so definably mediocre, I was thiiiiiis close to really liking the music video. The choreography is great, the boys are beautiful (yes, even Zhoumi with his fur hat, pink bow, and bad dye job), and the camerawork is jerky and violent, yes – but all the cuts and jerks fall perfectly in line with the music so that the music appears to be directly prompting the camera movements. That’s really what you’re going for when you’re shooting a dance-centric video, and this video does a really good job in this area – I was especially impressed with the camerawork from the rap break on – but nonetheless….I shouldn’t have to take a Dramamine before watching this video in order to my internal equilibrium from going haywire.

That, and the fact that this video basically consists of nothing more than two different (and recycled!) sets, six different angles, and one obligatory flo-mo shot just kills it for me. Everything else about the video is just fine – the sets were sparse but well-lit; the camerawork was well-executed; the styling was great – fur hats and all. But these things should be considered norms within an industry that’s as aesthetics-centric as K-pop. In this sense, I suppose that the video for “Perfection” exemplifies the aesthetic strength of K-pop quite well…but K-pop dies into a big puddle of marshmallow poop if there’s no creative structure to hold it up. Of course, it takes time to come up with a good concept storyline and weave it into the essence of the song and the video. But how bare bones can you get, SM? Give me a cheesy storyline shot, give me some emotional variety – just give me something!

But alas, we got another flo-mo shot instead.

Understandably, it’s not like Super Junior-M is as mainstream as SM’s other principal groups, but the fact that SJ-M is coming back from a huge period of transition is enough reason for investment. I made this point when I discussed HoMin’s comeback and I’mma apply it here: if a company loses an asset and, in turn, loses fan support, the company’s got to work even harder to prove that they can work just fine – if not even better – despite the losses. SM attempted to convey this message when they designed HoMin’s comeback concept, but the payoff wasn’t nearly substantial enough. Now, with “Perfection,” it’s like they didn’t even try. And it’s probably a little unfair that I’m judging SJ-M after riding the awesomesauce wave that was “Super Girl” – but hey, consumers are just merciless like that.

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