Audiences expect something familiar but also look for something new when they experience works of art.To do so, the content of art should have power enough to attract people, who make an effort to engage in the understanding of it. Otherwise, it remains unknown or illegible. Nevertheless, the empathetic sensorial elements of art can be translated nonverbally to audiences across linguistic, cultural and perhaps political borders. For instance, one piece of Korean traditional music is remediated in a music video Daechwita (2020) by Lumpens to reach out to wider audiences beyond Koreans. I will look at Korean music representations in the music video to show how the auditory enjoyment than the lyrics contribute to the reception of Korean music, focusing on the visual and auditory layers.

Keywords: Daechwita, Korean music, music video, remediation, audience studies

Agust D '대취타' MV

https://www.youtube.com/watch?v=qGjAWJ2zWWI