Despite the setback in their music video production, girl group 2NE1 plans to keep their promise with fans by releasing the sound clip of the new song DO YOU LOVE ME on 7th of August.
On YG’s official blog, CEO Yang Hyun-suk posted that “2NE1 has already successfully completed the choreography of the song with a new choreographer from abroad. Yet, there has been a bit of a setback for the production of the music video, which was scheduled to be directed by Seo Hyun-seung.”
“This kind of thing is very common when working on albums. Normally, people in the business delay the release date for a couple of weeks. However, 2NE1 is planning to release a new song every month so if we postpone this month’s release, it will create a domino-effect leading to the delays for the next songs. This will become a major setback for 2NE1’s plan” said Yang.
So as a stopgap measure, YG decided to create a home video with mobile phones and old-fashioned cameras. This plan took into consideration that 2NE1 enjoys higher YouTube viewership among fans around the world compared to many other Korean girl groups.
“We believe that this home video style can work as it will show a natural and casual aspect of 2NE1, who has so far showcased several music videos emphasizing their unique fashion styles in glamorous sets. It came from an idea that tried to make the best of the situation” he stated.
Due to this schedule, 2NE1 finished their TV promotion activities for FALLING IN LOVE after appearing on SBS’s Music Trend (Inkigayo) last week.
Regarding 2NE1’s upcoming new song DO YOU LOVE ME, set to be released on 7th of August, Yang asked for support that “the upcoming song, produced by YG’s main producer TEDDY, is full of fierceness and excitement that suits the summer season, just like I Am The Best released in the summer of 2011.”