Momoland's debut music video "Jjan! Koong! Kwang!" displays the image that "Finding Momoland" winners Hyebin, Nancy, Nayoon, Ahin, Yeonwoo, and Jane portray the best.
The music video is kept simple and clean with a white background but avoids staleness through the brightly accented furniture and props. This set up would be somewhat predictable and too focused on solid colors, but the curious patterns on the girls outfits actually adorn the setting as well as the girls. These outfits, as well as the shift from the choreography room scenes to the optical illusion room scenes, establish the more quirky and fun side of this music video in subtle ways.
We've talked about the dangers of being either too strict with a concept or too indecisive on a concept during music videos because of the way those images impact the artists and the audience. Groups with a very specific image and concept (like APink and GFriend) have a hard time branching out into other genres of music in the future because of their image. Groups with no set image (like WJSN and DIA) have a hard time maintaining fans that only liked them for having a specific image.
In Momoland's music video, the girls' outdoor campfire scenes stray from their "simply quirky" image. These scenes happen in the more down-tempo parts of the songs, so the change in scenery is a bit understandable. These scenes aren't too distracting from the overall concept of the music video, and I imagine Duble Kick used these scenes as an opportunity to show off the girls' more feminine sides along with their fun and bright sides. Momoland's concept is set up pretty clearly but gives them enough room to shift in the same way that Oh My Girl transitioned from "Cupid" to "Closer."
Overall, Momoland's debut music video for "Jjan! Koong! Kwang!" showcases their image as a "simply quirky" girl group with lady-like aspects. This simple yet quirky image seems to be the trend lately, especially with girl groups like Red Velvet and I.O.I., so the real concern for Momoland, from here on out, is to see whether they can keep that image or just be overshadowed by other more popular groups with the same image.
