Meet the Man Behind K-pop’s Most Tantalizing Visuals
The 32-year-old photographer has positioned himself as one of fashion and K-pop’s most promising visionaries to look out for.
Words Mika Geronimo
Photos courtesy of Source Music
March 12, 2024
K-pop stands in a league of its own, with the genre's allure rooted in its rigorous training system, vibrant fan culture, and high-quality production values. However, to fully encapsulate the fantasy, K-pop relies heavily on visionary creative direction.
With each album rollout, termed "comebacks," fans eagerly anticipate the new world their favorite artists have crafted. Whether unveiling a long-awaited chapter in their expansive lore or embracing a complete "concept" change, K-pop establishes itself as a platform driven by creative expression through visual elements that complement its captivating sound.
A notable contributor to this dynamic is 32-year-old South Korean photographer Cho Gi-seok, credited as one of the leading visionaries behind some of K-pop's most memorable and unique visuals.
Cho Gi-seok's journey into photography began after experimenting with set and graphic design. His multifaceted background is evident in his present work, where he has built a career in art direction. Mentored by industry stalwart Nick Knight, Gi-seok's photographs have graced publications like Vogue Italia, Dazed Korea, and Wallpaper China, and he has collaborated with brands such as Adidas and Cartier.
Beyond photography, Gi-seok owns the clothing and jewelry brand KUSIKOHC. His distinctive style is seamlessly woven into the brand's identity, attracting international artists like Metro Boomin, Tyga, A$AP Rocky, and Lil Baby.
Despite the diversity in his work, a central theme in Gi-seok's art is coexistence—a symbiotic relationship exploring the human form alongside nature, technology, and intimacy. His photographs, initially provocative, reveal a depth of emotion upon closer inspection.
Coexistence, as expressed in Gi-seok's work, implies a subtle tug of war, resulting in an innovative yet recognizable approach in every shoot. Flowers, tears, and butterflies are recurring motifs, often presented with a unique spin. Gi-seok also incorporates his Korean identity, featuring traditional clothing and local flora in some of his works.
Many K-pop groups and solo artists have enlisted Cho Gi-seok's unique touch for their concept photos, offering insights into the expected feel or look of an album. Notable projects include LE SSERAFIM's "UNFORGIVEN," BIBI's "Life is a Bi…," Red Velvet's "Chill Kill," and NCT DREAM's "DREAM()SCAPE."
Cho Gi-seok recently collaborated with South Korean-based Japanese girl group XG, directing the music video for their lively hip-hop track "GRL GVNG."
With his signature style of merging seemingly opposing subjects, coupled with a flair for heightened fantasy and science fiction, Cho Gi-seok's collaboration with K-pop has elevated the industry's visual experience. The awe and intention conveyed through his work stand just as significantly as the music, providing fans and potential new audiences with something to anticipate as the genre evolves.
