Right at the start of the music video, we get a sense of exactly what the company could afford with the 5 or so sets for the girls to exist in. The nugu-ness of this video is palpable, but the change in angles and the different camera pans shows the company was aware of their own low-budget and tried to be as dynamic as they could.
BULLDOK seems to be going for that tough girl concept without having a super rough or gritty song. The music video takes place in that white boxed room, and then in the city's nightlife, like streets, alleyways, clubs, and subways. The girls are dressed up in short and tight combat-style and leather outfits. This use of the dark nightlife along with dark yet sensual outfits sets this group up for that strong and tough girl group concept.
This music video comes off as very nugu and very basic, but it seems like the company is trying to make the girls stand out with the tough girl concept during a time when groups like I.O.I., Twice, G-Friend, DIA, Gugudan, WJSN, CLC, and countless other girl groups are doing the innocent pure girl concept. They also stand out as being the only girl group to come out of Produce 101 with a tough image.
This tough concept is a risk because it doesn't please the general Korean public. Other girl groups like GLAM, Global Icon, and EvoL, have debuted as tough, tomboy-like girls, and have all disbanded. It seems KConic Entertainment is avoiding the tomboy image by dressing BULLDOK in crop tops and short shorts, so that their femininity outshines their concept, but I don't think it will be enough to outweigh the risk for this debut concept.
KConic Ent. is taking quite a few risks for BULLDOK's debut, including the tough image and somewhat basic music video, but is balancing those risks out with the timing and style of this debut, the variety in the camera work, and with the girls' collective Produce 101 fame.
