What "Kitsch" Really Means: The Hidden Story Behind IVE's Bold Release

IVE's meteoric rise in 2022 with hits like "ELEVEN," "LOVE DIVE," and "After Like" set the stage for their bold pre-release single "Kitsch," sparking widespread discussions about its meaning and artistic direction.

The song, released on March 27, 2023, marks a significant shift in IVE's musical journey, garnering over 7.5 million YouTube views in just 18 hours. Notably, "Kitsch" showcases a dramatic transformation from bright, sunny visuals to darker atmospheres, complemented by powerful choreography that reveals a more mature side of the group.

Understanding the Term 'Kitsch' in Cultural Context

The term "kitsch" carries a rich historical legacy that shapes its modern interpretation in popular culture. Originally emerging in Munich's art markets during the 1860s and 1870s, the word was first used to describe cheap, popular, and marketable pictures and sketches.

The etymology of kitsch remains somewhat contested, with potential origins ranging from the German word "kitschen" (meaning to collect rubbish from the street) to a possible mispronunciation of the English word "sketch". Furthermore, the term gained international recognition in the 1920s, specifically as it began to describe mass-produced works of popular culture.

Accordingly, kitsch evolved beyond its initial meaning to encompass several key characteristics:

Mechanical reproduction and formula-based creation
Easy digestibility and immediate emotional appeal
Commercial orientation and mass market appeal
Imitation of authentic artistic experiences

The concept became particularly significant during the Industrial Revolution, as urbanization and mass production created both the means to produce artworks on a large scale and a mass market for their consumption. Subsequently, kitsch began to reflect broader cultural shifts, particularly in how society approached art and entertainment.

In modern culture, kitsch has taken on a more nuanced meaning. Since the emergence of Pop Art in the 1950s, kitsch has gained newfound highbrow appeal, often wielded in knowingly ironic, humorous, or earnest manners. This transformation has led to a more complex understanding of kitsch in contemporary art and popular culture.

IVE's choice to embrace "Kitsch" as their concept represents a bold artistic statement. The song trades most of what made them successful for an attempt at incorporating different fourth-generation girl group elements into their sound. Nevertheless, the group manages to destroy this concept visually, creating a unique interpretation that aligns with their artistic vision.

Breaking Down IVE's Interpretation of Kitsch

The music video for "Kitsch" presents a striking visual narrative that masterfully blends urban aesthetics with bold artistic choices. The video features several notable settings:

A rooftop parking lot with dramatic city views
A runway-style performance space
Throne setups emphasizing regality
Urban landscapes with neon signage
A grass field with literary references

Notably, the visual storytelling incorporates meaningful symbols, including a mural featuring Wonyoung and a powerful message on the members' jackets stating "Books, not guns. Culture, not violence".

In terms of lyrical content, IVE redefines the traditional meaning of "kitsch." As explained by Wonyoung, "For us, it is like free, young and hip. It's a little different from the original meaning". The lyrics emphasize self-confidence with lines like "I live the way I want, what more do you want" and "Even our OOTD is just so like us".

The musical composition showcases a sophisticated blend of elements. The track combines strong beats and basslines with various bouncing sounds. Additionally, the pre-chorus stands out as a particularly compelling element, leading into an intense chorus that creates an energetic contrast with the verses.

The song's success is evident in its achievements, reaching 100 million views on YouTube approximately seven months after its release. Moreover, the production team, led by RYAN JHUN, crafted a sound that balances modern pop sensibilities with IVE's signature style.

The overall composition reflects a careful consideration of Generation Z perspectives, incorporating trendy references and contemporary musical elements. Consequently, this creates a unique sonic landscape that resonates with their target audience while maintaining artistic integrity.

The Cultural Impact of 'Kitsch' in K-pop

Initially, kitsch in K-pop emerged through iconic acts like SHINee, who embraced the concept with their "1 of 1" era, featuring coordinated suits and bright colors that defined the aesthetic. Undeniably, Psy's influence on kitsch culture became significant as he popularized 'B-class' culture, characterized by eccentric performances and unconventional elements.

The concept evolved through various interpretations, with groups like Crayon Pop gaining attention for their unique approach to kitsch through eccentric choreography and dorky experiments. Certainly, this laid the groundwork for future interpretations of the aesthetic in K-pop.

Rather than following traditional interpretations, IVE boldly redefined kitsch for a new generation. Their version emphasizes freedom, youth, and contemporary style, moving away from the conventional understanding of kitsch as merely tacky or lowbrow. The group's success with this fresh interpretation is evident in their achievements:

First song of 2023 to achieve a Perfect All-Kill on Korean music charts
Ranked first across numerous streaming platforms
Achieved significant international recognition through Columbia Records partnership

Fan reactions across social media platforms showcase the impact of IVE's interpretation:

Praise for the unique vocal styles and delivery
Appreciation for the distinctive fashion choices
Enthusiasm for the group's ability to transform traditional concepts

The cultural significance of IVE's "Kitsch" extends beyond mere commercial success. Their approach reflects a broader shift in K-pop, where groups increasingly redefine traditional concepts to align with modern youth culture. Likewise, this transformation demonstrates how K-pop continues to evolve, with each generation bringing fresh perspectives to established artistic concepts.

Artistic Elements That Define 'Kitsch'

Artistic expression in "Kitsch" manifests through carefully orchestrated visual elements that create a distinctive aesthetic experience. The artistic choices reflect a deliberate blend of traditional kitsch elements with contemporary interpretations.

Color symbolism and aesthetics

The visual palette of "Kitsch" employs a strategic mix of contrasting elements. The music video transitions from bright, sunny daylight scenes to darker atmospheres with intimidating red flashing lights. This dramatic shift in lighting creates a powerful visual narrative that emphasizes the song's dynamic nature. The color scheme includes:

Vibrant primary colors for empowerment
Contrasting light and dark tones
Warm-toned elements for emotional depth
Strategic use of red for intensity

Choreography significance

The dance routine mirrors the song's evolution, shifting from an easygoing vibe to a more powerful presence. Indeed, the choreography demonstrates a remarkable balance between elegance and intensity, with the chorus segment showcasing a more mature side of the group. Meanwhile, the movements emphasize facial expressions and camera angles, creating memorable visual moments that enhance the overall performance.

Fashion and styling choices

The styling choices in "Kitsch" reflect a sophisticated interpretation of modern fashion trends. Wonyoung opens the video in a Miu Miu black feather-trimmed tank dress paired with dazzling pink platform heels. Although each member's outfit tells its own story, they collectively create a cohesive visual narrative. The fashion elements include:

The artistic elements work in harmony to create a visual experience that challenges traditional perceptions of kitsch while maintaining its essential characteristics of bold expression and emotional appeal.

How 'Kitsch' Reflects Modern Youth Culture

Modern youth culture has fundamentally reshaped the traditional understanding of kitsch, transforming it from a term of derision into a celebrated form of artistic expression.

Generation Z perspectives

Generation Z approaches kitsch with a distinctly different mindset compared to previous generations. Essentially, they embrace individualism and view kitsch as a form of self-expression. Young people today are primarily drawn to maximalist aesthetics, finding beauty in elements that were once considered too "kitsch" by traditional standards.

Social media influence

Social media platforms have become crucial catalysts in redefining kitsch for modern audiences. Almost every aspect of contemporary life is now shaped by social platforms, as demonstrated in the following trends:

Cultural zeitgeist representation

The current interpretation of kitsch reflects broader shifts in youth culture. In fact, studies have shown that kitsch thrives in environments determined by the dynamics of the information society. This phenomenon is evident in several key ways:

The emergence of self-referential content
The celebration of nostalgic elements
The fusion of high and low cultural elements

Young people's relationship with kitsch has evolved beyond mere appreciation into active reinterpretation. As demonstrated by IVE's approach, the concept has been reimagined as something "free, young and hip", marking a significant departure from its traditional definition. This transformation underscores how Generation Z not only consumes culture but actively reshapes it through their unique perspective.

The intersection of kitsch and youth culture has created a new paradigm where traditional definitions are challenged and reinvented. Through social media platforms, young people have gained unprecedented power to influence cultural narratives, thereby establishing new norms and expectations around artistic expression.

FAQS

Common questions about IVE's "Kitsch" reveal fascinating insights into this unique release. Here are the most frequently asked questions and their answers:

Q: What does "Kitsch" mean in IVE's interpretation? First of all, IVE has redefined the traditional meaning of kitsch. As explained by Wonyoung, "For us, it is like free, young and hip. It's a little different from the original meaning".

Q: Was "Kitsch" originally meant to have a different title? Important to realize, the song's original writer, Sofiloud, confirmed that the lyrics were initially "'90s B*tch," not "nineteen's kitsch".

Q: How has the K-pop community received the song? Korean online communities have shared diverse opinions about "Kitsch." As a matter of fact, many viewed it through the lens of being a B-side track, with comments noting "It's not bad as a B-side" and "This standard is good".

Q: What makes IVE's approach to music unique? To clarify, IVE emphasizes versatility in their musical approach. The group aims to demonstrate their capability across various genres, as stated by members who want people to know that "IVE doesn't just do a single genre".

Q: How does IVE handle the pressure of consistent success? The group maintains a balanced perspective on success. To put it another way, they channel this pressure into motivation, with Wonyoung expressing that they feel "a strong desire to make better songs".

Q: What message does IVE want to convey through their music? The group consistently promotes self-confidence and growth. Member Gaeul emphasizes that they "always showed self-love and confidence" and hope their listeners will "realize they should have confidence too, and practice self-love".

This comprehensive understanding of "Kitsch" helps appreciate both its artistic merit and cultural significance in modern K-pop.