![]() Now the official accounts are doing the same using Shorts. The SOURCE MUSIC marketing team “makes Shorts from things fans tend to talk about in real life” and M2 goes as far as to “assign the editing work to employees who actually love the artists.” K-pop fans already make so many edits from official videos and share them around to advertise their favorite artists that people call them unpaid creators. When looked at this way, K-pop Shorts are more or less always fan videos-that is, made from a fan’s perspective-regardless of who actually makes them. “When it comes to K-pop content, understanding the genre is important, too, but it’s even more important to understand how fans feel.” In other words, Shorts that are crafted to draw in new fans are discovered by the wider public through the algorithm, which then leads to a virtuous cycle that makes it possible for an influx of fans to be born as they watch more videos and grow more interested in the artists. “I think they did a good job picking out the highlights,” Lee Hanhyeong, chief producer of Mnet Digital Studio, said by way of explanation. Many of the comments on the live performance of “RUN RUN” and the prerecorded version talk about how they arrived there after first watching the Short. As the Short went viral, the full video saw an explosion of views, the “RUN RUN” challenge became a sensation and a new version of the Short showing comments on the original was uploaded as well. A Short that captured just dancer Monika’s running part from PROWDMON and LAS’ “RUN RUN” video for Relay Dance got over 7.1 million views (as of March 24), making it the most-watched Short on the channel M2 just two months after it was posted. While titles and thumbnails were the keys to grabbing users’ attention before, now it’s the Shorts themselves that get people hooked and lure them in. That’s why, in Jung’s words, “While the focus on TikTok is on watching and copying dance challenges, YouTube is about going to check out the song.” That’s why Shorts often end with a pitch directing viewers to watch the full video and have a pinned comment with a link to it. You also have the option to watch other Shorts that use the song, and if you use the remix feature, you can make your own Short using the same track. For example, if the music on a Short catches your ear, you can watch the official music video or hear the full song just by pressing the button in the bottom right. And just like so many YouTube channels across a spectrum of different fields and interests cut key scenes or summaries of their content into Shorts to stir up more interest and viewers, K-pop too is attracting people through Short after Short. And if you’re watching on YouTube, it’s easy to make that next jump. In today’s world, people are first exposed to both longer media like variety shows and TV dramas and also shorter media like songs through short-form video, and after that can choose whether to view or listen to the whole thing. “It used to be that you had to search for a song or artist you’re interested in,” Yoon said, explaining what makes Shorts so different and useful in a time when competition in the short-form space is so high, “but now, if you’re watching a Short and want to know more, it’s directly linked to the song, music video or another full video.” YouTube is a multi-format platform, with formats ranging from long-form videos to live streams, songs and Shorts all in one place.
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