Scrutinizing AI: Coexistence of AI and Analogue Arts (Part 2)

*Editor’s note: K-VIBE invites experts from various K-culture sectors to share their extraordinary discovery about the Korean culture. 

Scrutinizing AI: Coexistence of AI and Analogue Arts (Part 2)

Contributed by Lee Eun-jun (professor at Kyungil University)

At the end of 2022, the girl group NewJeans garnered sensational popularity by showcasing a reinterpretation of retro aesthetics in a modern style through the music video for their song "Ditto."

In the video, NewJeans actively utilized the unique texture and atmosphere of a camcorder. The camcorder, a video recording device that was popular in the 1990s and early 2000s, captures analog characteristics distinct from the crisp, high-resolution digital images of today. Its footage is marked by unique noise, soft color tones, and light overexposure. To align with the concept of having been filmed with a camcorder in the 1990s, the video was presented in a 4:3 aspect ratio with a resolution of 720×480 pixels, evoking the nostalgic feel of CRT televisions.

NewJeans combined this retro concept with their own distinct style, creating a music video that exudes both the warmth of the past and contemporary sophistication. The characters in the video are even shown holding camcorders, a device once deemed "old-fashioned" by the MZ generation. By doing so, they transformed outdated technology and media into something intriguing once again.

▲ This still photo, provided by ADOR, shows a scene from the music video of NewJeans' song "Ditto." (PHOTO NOT FOR SALE) (Yonhap)

The camcorder aesthetic frequently appears in NewJeans’ other music videos and vlogs, evoking a unique emotional connection among MZ-generation viewers.

In this way, the camcorder has played a crucial role in reinforcing NewJeans’ identity and recognition. Footage shot with a camcorder in their music videos and social media content provides a sense of everyday familiarity, making fans feel as if they are spending time together.

From the perspective of fandom culture, this approach has had a significant impact on shaping how NewJeans is perceived—not just as glamorous "idols," but as relatable figures who share their personal stories and foster a deeper connection with their fans.

▲ This still photo, provided by ADOR, shows a scene from the music video of NewJeans' song "Bubble Gum." (PHOTO NOT FOR SALE) (Yonhap)

◇ The resurgence of camcorders and changes in the secondhand market

NewJeans’ use of camcorders was not merely a stylistic choice. Through them, the camcorder was reborn as a cultural icon, allowing the MZ generation to rediscover it in new ways.

As demand for camcorders increased, the secondhand market for them began to thrive. What was once considered outdated junk has now gained value due to its rarity and retro appeal, leading to significantly higher resale prices.

It is now common to see used camcorders being sold for hundreds of thousands of won on secondhand marketplaces. Some popular models have even become difficult to find.

▲ MZ generation, playing with an old-fashioned camcorder. The image is generated by artificial intelligence and provided by the author. (Yonhap)

For the MZ generation, camcorders are not just nostalgic artifacts but also creative tools. They have recognized their unique artistic potential, using them as a means of personal expression on social media. Videos shot on camcorders have established themselves as distinctive and differentiated content on platforms such as Instagram, TikTok, and YouTube.

This has become a new trend. Not only NewJeans fans but also video creators on YouTube have been influenced by this movement, purchasing camcorders to add a retro touch to their content.

◇ A bridge connecting the past and present

One reason behind the resurgence of camcorders is their distinct visual quality. As mentioned earlier, they offer a texture that cannot be replicated by the flawless clarity of digital footage.

Their shaky frames, natural lighting effects, and ability to capture spontaneous moments allow users to experience the sentimentality of the past.

For the digital-native generation, this quality feels like a novel experience, transforming camcorders into tools that expand creative possibilities.

Beyond their role as an artistic medium, camcorders have also become a means of social connection. Many people use them to document their daily lives and moments with friends, sharing their personal stories and fostering a sense of community. This type of content has gained significant popularity among those who appreciate retro aesthetics, leading to the formation of new communities.

As an artist myself, I believe that the revival of analog media, such as the "camcorder phenomenon," will not be a short-lived trend. Instead, it serves as a bridge connecting the past and present in creative expression.

Even as technology advances, the emotional and aesthetic desires of humans remain essential. The camcorder phenomenon illustrates how "learning from the past" and "reinterpretation in the present" can merge within art and culture.

This movement suggests that many artists will continue to creatively utilize media technology to drive cultural shifts.

At the same time, it presents consumers with new ways to experience technology and culture.

◇ Beyond Listening: The LP Experience

The same can be said for LPs.

▲ LPs. Photo courtesy of the author. (Yonhap)

Once considered a relic of the past due to the rise of digital music and streaming services, the LP has now become an important medium that offers an artistic experience in itself.

I am one of the many LP enthusiasts. Due to the analog technology used to record and play music, LPs have a warm and smooth sound, which differs from digital audio.

Many music lovers are captivated by these analog qualities. The act of listening to an LP is even seen by some as a ritual.

Unlike CDs or MP3s, an LP provides a unique physical experience with the sound of the needle gliding over the record and the texture of the rotating disc.

These analog characteristics create a unique depth of sound that digital technology cannot replicate.

Moreover, the cover art of an LP is an important artistic element not found in digital music formats.

The uniqueness and creativity of album cover design hold great value. The larger size of the LP allows for a more detailed appreciation of the cover art and album design.

Viewed from this perspective, listening to an LP extends the experience of music beyond a simple auditory experience to a visual and physical one. LPs are now being recognized as important objects of art and collectibles, not just a medium for music.

The impact of technological advancements like artificial intelligence on art is not necessarily threatening or destructive.

In fact, advanced technologies like AI can act as tools that promote artistic change and provide artists with new possibilities.

The value and appeal of classical art are still alive.

As digital technology advances, the analog qualities of "rarity" and emotional depth are becoming more pronounced.

The various forms and consumption methods of art in today's world are diversifying. The ongoing question of how traditional art and new technologies can be fused will continue to be an important topic.

There is an old saying, "Ongojishin," which appears in the Confucian Analects. It is more than two thousand years old. The phrase means to learn from the past and, by doing so, understand the new. Through the revival of camcorders and LPs, it is remarkable how this saying perfectly applies even in the age of artificial intelligence.

In fact, it may be more appropriate to view the old technology (the camcorder) as "techne," which has now become "ars" in today's context (the new retro aesthetic in music videos).

Thus, the world continues to turn, life is short, and art seems to be long.

(C) Yonhap News Agency. All Rights Reserved