‘Big Hit Music’s rookie’ Cortis (CORTIS) is bringing freshness with a promotion that actively utilizes short-form content.
Cortis (Martin, James, Juhun, Seonghyeon, Geonho) posted two videos on their global short-form video platform TikTok channel on the 16th, containing hints about their debut album's title track ‘What You Want’. The members perform short skits using the song's title or exchange hand signs against the backdrop of a constantly moving treadmill.
Instead of revealing parts of the music video, the fresh approach of embedding hints in several short-form videos is noteworthy. In particular, they stimulate viewers' curiosity by incorporating clues about the new song's lyrics and choreography into the members' daily lives, such as filming locations and practice rooms.
The promotion that actively utilizes short-form content showcases the team's characteristic of being composed entirely of teenagers. The content, which can only be presented by a ‘Young Creator Crew’ that co-creates music, choreography, and videos, plays a significant role in captivating users. They provide joy to fans waiting for their debut with a variety of posts, including self-produced music videos, remix tracks, and dance challenge tutorials that they planned, filmed, and edited themselves.
Fans of the same generation as the members reacted enthusiastically to the short, unrestrained videos that capture their true selves, calling it “content with a different approach.” Thanks to the support of their global fandom, Cortis's official TikTok account reached 1 million followers just six days after its launch and surpassed 1.3 million as of the 16th. The intro track ‘GO!’ music video, posted on the 11th, entered the trending music video charts on YouTube in various countries/regions, including Korea, the USA, Canada, and the UK, immediately after its release.
Meanwhile, Cortis will release the audio for ‘What You Want’ and a conceptual performance film tomorrow (18th) at 6 PM. The five members boldly sing about not hesitating to seize what they want in this song. It serves as a declaration of Cortis's determination as they step into a new world. The attractive psychedelic rock guitar riff from the 1960s blends with a boom bap rhythm, and the members' ideas and touches are evident throughout the song, choreography, and video.
Like their team name, which means ‘thinking freely outside the standards and rules set by the world,’ Cortis plans to bring a new breeze to the K-pop market with creations made from different thoughts and new perspectives.
[Son Jin-a, MK Sports Reporter]
