Haechan, who is not an idol but an artist, has taken his first step. "CRZY," the title track of TASTE's first full-length album, is noteworthy for how the visual beauty and fashion details shot against the backdrop of a museum expand his musical color into visual art.

On Sept. 8, NCT's Haechan released his first solo studio album, TASTE, in the nine years since his debut. The music video for the title track, "CRZY," released on the same day, was filmed in an art museum reminiscent of an exhibition space, and it is notable for its visual direction that expresses music through the language of art.

The music video visually conveys the concept of "the moment of push-and-pull temptation" with a trendy atmosphere inside the museum space.

The sculptures, paintings, and lighting installed as artworks harmonize, allowing the audience to appreciate the existence of "Haechan" like a work of art. Detailed visual elements, such as the blank space, wall texture, panel sculptures, picture frames, and lighting shadows, highlight both tension and subtle expressions in contrast to Haechan's movements, costumes, and facial expressions.

This visual beauty is also linked to the visual identity of the album TASTE. Throughout the album cover and teaser images, a color palette emphasizing dark tones, luxurious textures, and the contrast between light and shadow is consistently used to create a visual unity with the spatial beauty of the music video.

Haechan's fashion also harmonizes with the space. Classic suits, textured materials, and minimal accessories that match the understated atmosphere of the museum are the main focus. In the performance scenes, sensuous movements are emphasized through the delicate flow of fabric and dynamic cut changes.

Beyond just idol music videos, he emphasizes his identity as a solo artist where visual art and music meet. The choice of an art museum as the space seems to aim for the effect of showing himself as a work of art, expanding his control not only over musical expressions but also over design elements. By maintaining a sense of high-quality minimalism in lighting, shadow, and space—consistent throughout fashion, album covers, and teaser images—fans have come to recognize the aesthetics of the “Haechan” brand in addition to his music.

Haechan's "CRZY" is not just a shift in musical expression but the beginning of brand building through visual art. It shows where music and design meet through the art museum setting, providing an experience in which album covers, fashion, and visual beauty are integrated like a piece of art.

It is expected that Haechan will further develop this visual aesthetic to present new spaces, collaborations, and design directions.

How important will it be for K-pop solo artists to establish their own brand with space and visual design as much as with music in the future?

박이레 강남포스트 학생기자  webmaster@ignnews.kr

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