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Sunmi reinforces artistic identity via ‘Siren’ video

By Yim Hyun-su

  • Published : Sept 6, 2018 - 15:21
  • Updated : Sept 6, 2018 - 15:21

Sunmi skillfully visualized her artistic identity in a highly visual music video for new single “Siren.”

“Siren” marks the end of her trilogy project that began with 2017 megahit “Gashina” and continued with “Heroine.”

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(YouTube channel 1theK)
The video, which has been on YouTube’s Trending list this week, follows in line with the highly acclaimed “Gashina” and “Heroine” videos, with high-fashion outfits and experimental camerawork that grab viewers’ attention and refuse to let go throughout the video.

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(YouTube channel 1theK)
Behind the striking visual effects, hidden meanings are scattered about in the video.

In one scene, Sunmi appears on a washing machine under the sea as she gazes into the camera before dancing, creating the illusion of a modern mermaid.

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(YouTube channel 1theK)
The underwater scene is seen as a nod to the single title “Siren,” which has a double meaning of the warning sound for emergency, as well as the dangerous creatures from Greek mythology who lured sailors to their eventual deaths with their sweet voices.



During a showcase Tuesday, the K-pop singer said she was inspired by the creature and drew inspiration from the mermaid in “Pirates of the Caribbean: On Stranger Tides.”

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(YouTube channel 1theK)
The brightly colored video also features another scene where the singer displays wild dance moves in several outfits in and out of a giant birdcage, as another where she looks at roses in a small birdcage plays intermittently.

The video comes to a climax as the chorus plays for the last time, switching between different settings featuring the singer in a number of outfits before she lights up the room in red at the end.

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(YouTube channel 1theK)
The song, which has dominated streaming charts in Korea since being released Tuesday, has been described as a “mixture of the singer’s sensuous expressions that define her sensitive, delicate, fantastic and unique sensitivity expressed through her music, performances and styles.”

By Yim Hyun-su (hyunsu@heraldcorp.com)