The independent label OOAK RECORDS, long kept under wraps and founded by director MIN HEEJIN, sent out its very first signal to the world.
OOAK RECORDS announced its official launch by simultaneously opening its official social media accounts and its website on February 3 at 6 p.m. KST. This was an opening carried out informally, without any prior notice. The release of the short teaser video was also done solely through MIN HEEJIN’s personal account and the label’s channels.
According to some sources, this teaser publication was intentionally aimed at an aesthetic of discovery, in which fans find the information themselves and spread it. The teaser quickly spread across online communities and numerous social networks as soon as it was posted.
The teaser for the launch campaign of OOAK RECORDS fully reflects MIN HEEJIN’s distinctive sensibility. Departing from the standardized codes of K-pop label content, the video, composed of aesthetic staging and metaphorical symbols, sparks multiple interpretations and debates despite its short length.
The most notable element concerns the identity of the very first project that OOAK RECORDS will present. Even before the official launch of auditions for a boy group, public curiosity is growing regarding the identity of the protagonist revealed earlier than expected in this teaser, or the possibility that it may not be a group, but rather a prologue embodying the label’s overall philosophy.
The main content that will reveal the true nature of this campaign will be unveiled on February 5 at 10 a.m. KST through the official channels of OOAK RECORDS.
Journalist: Shawn
Translator: Shawn
Source: OOAK RECORDS
