Noir|Sunmi

Sunmi uses the term noir as the title of her new music video. The term noir has been usually utilized in the concept of the film noir and in this music video, ‘Noir’ portrays and satirizes the abnormal and pathological behaviours of social network users who are crazy to catch the attention of their followers.

In the music video, Sunmi plays a role as a blogger who would do anything to create a beautiful illusion in pursuit of drawing followers’ attention. For instance, Sunmi makes the setting in her house and pretends that she travels around the world. In another scene, she takes the picture of herself with a bunch of flower although she has allergy to pollen.

In the meantime, this music video suggests that numerous bloggers live for the likes, subscription and hearts on the social networks in an extreme way and there are various abnormal and dangerous behaviours of bloggers shown in Sunmi’s music video which present their sick pleasure.

Sunmi lights the candles for her birthday and then uses the candles to burn her birthday cake, however, she still keeps smiling to shoot a video of this burning process.

Moreover, Sunmi would not forget to show her life on the live streaming platform even she stays in hospital. Sometimes, Sunmi deliberately does something dangerous to attract people’s attention, such as stabbing herself with a knife. In the final scene of this music video that Sunmi sees her burning car, her first response is to take a picture with a poker face. Everything that’s going on around her has been utilised to draw people’s attention.

Users are addicted in pursuing popularity on social platforms which is also presented in the music video noir. There are scenes in music video that Sunmi repeats the action like finger heart and eating the heart-shaped candy. Sunmi writes the online common expressions  ‘subscribe’ and ‘ like’ on her hand to attract fans.

This music video is interesting and the colour is vivid, meanwhile, this music video triggers comprehensive thinking of the psychological problems of young people which is caused by the use of social networks.