Considered the most watched music video on YouTube in 2023, ‘Seven’ became a cultural phenomenon within minutes of its premiere. The music video was the launching pad for BTS superstar turned solo artist Jung Kook, who wanted to reintroduce himself to the world as a standalone singer. The music video premiered to millions of views within minutes and fan engagement continued to keep ‘Seven’ in the top of the charts for weeks. It has continued to garner critical, worldwide acclaim.

Jung Kook is a South Korean singer who rose to prominence as a member and vocalist of the South Korean boy band BTS. As of 2023, BTS is the best-selling musical act in South Korean history. Forbes Korea named BTS the most influential celebrities of Korea in 2018 and 2020, and BTS ranked 43rd in the Forbes Celebrity 100 (2019) as one of the world's top-earning celebrities. As of 2019, BTS is purportedly worth more than US$4.65 billion to South Korea's economy each year, or 0.3 percent of the country's GDP.

'Seven' marked Jung Kook’s global solo debut and given this monumental time in his career, the brief asked that the directors use this opportunity to make an unforgettable music video that would give Jung Kook, as a solo artist, a lasting first impression. In crafting the scope of the video, the directing duo give special attention to the lyrics, which the narrative follows closely, but emphasis is strategically placed on the re-branding of Jung Kook's presence as a leading man. The directors crafted cinematic visuals that highlighted Jung Kook’s physical strength and more masculine characteristics instead of leaning into the quirky character he’s been known for as a member of BTS. However, BTS loyalists will still see glimpses of his sensitive side as a hopeless romantic, which the directors intentionally included so as not to alienate his large fanbase.

The K-pop community, especially fans of BTS, had been patiently waiting for Jung Kook's imminent debut and their reaction to his first single 'Seven' did not disappoint. Knowing that millions of fans would be tuning into the music video premiere, Jung Kook wanted to capitalize on this moment by rebranding himself as a confident solo artist, stepping out of the shadows from his days as a boy band member of BTS. His community immediately recognized Jung Kook's intentional shift from supporting role to leading man and within minutes, the video had racked up millions of views. The support from his fans, who clearly resonated with the music video, led to Jung Kook becoming the first K-pop act to reach number one the U.S. Spotify chart and the first Korean solo artist to debut atop the global chart.

In the music video for his solo debut ‘Seven,' Jung Kook dines at an upscale restaurant with his girlfriend and it’s evident that they’re in the middle of a lovers quarrel. As their argument gets more serious, the restaurant starts falling apart, foreshadowing the crumbling of their relationship. But Jung Kook will do whatever it takes to keep their love afloat. With a sexy and rockstar-like attitude, he confidently overcomes the increasingly impossible obstacles that test their relationship and his devotion to his partner. Jung Kook performs various stunts, from running atop a moving train to keeping afloat in a flooded laundromat and to achieve the desired impact of masculinity, his performance is integrated into the story rather than traditional pop performances to camera.

The directors have a reputation for incorporating choreography into their work and their stylized approach lent a sense of grounded surrealism to this music video. There were unique production challenges that forced the directors to get resourceful with their money and time. One concept called for a laundromat interior set that appears to sink during the performance. The expedited time frame posed major challenges in terms of execution and safety. The entire box set was built on top of a steel deck and submerged into a water tank on stage. Practical effects were used to fill the set with water and sparks during the artist’s action, giving the illusion of a sinking laundromat. The entire set was filled with water, submerging talent for an underwater performance. Between the art department and g&e, an incredible set was built and the scene became one of the video’s most memorable moments.

In just over a week since BTS superstar Jung Kook embarked on his solo journey, he had already made an indelible mark with ‘Seven.’" The song's release was met with immense excitement from fans, quickly propelling it to become a massive hit for the talented singer with the music video having earned the prestigious title of being the biggest in the world, according to YouTube. The visual masterpiece of 'Seven' launched with huge numbers on YouTube, ranking at the top of the company’s weekly chart of the most-viewed videos globally. In just the first seven days of its availability, the music video amassed a staggering 83.3 million views, catapulting it far ahead of any competitors. For perspective, the runner-up on the global chart during the same period secured 37.9 million views. Since its premiere on July 13, 2023, 'Seven' has amassed 365 MILLION views... and counting.