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Apple Selects Aespa Instead of NewJeans, Releases iPhone-Filmed Performance Video

Apple Korea has dropped a new performance video for aespa’s track “Dirty Work,” filmed entirely on the latest iPhone 16 Pro. Released on June 9, this project is the third chapter in Apple’s “Shot on iPhone” series in Korea, following 2022’s director Park Chan Wook’s short film Life is But a Dream and last year’s NewJeans’ “ETA” music video.

The “Dirty Work” video highlights some serious tech flair, with key moments captured in 4K 120fps slow motion. The dance scenes were shot at high resolution and high frame rates, then edited with speed changes to pump up the drama. The finale even features fireworks, utilizing the iPhone’s slow-motion skills for extra flair.

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Apple’s marketing around this launch is pretty extensive. Alongside the performance video available at midnight on Apple Music, SM, and aespa’s YouTube channels, there’s a 30-second behind-the-scenes clip and shorter “how-to” videos showing how to shoot in 4K 120 slow motion. These clips can be found across TV, digital platforms, social media, and Apple Korea’s YouTube and Instagram. Apple says users can reach pro-level shots with just two taps.

To turn heads offline, slow-motion clips and photos of each aespa member filmed on iPhone will be displayed on four billboards across Seoul — located in Hongdae, Sinsa-dong, Cheonggyecheon Plaza, and Samseong Station — plus on aespa’s official Instagram. Apple Music is also featuring an exclusive playlist curated by aespa called “aespa’s Refreshing Summer Music.”

This new partnership between Apple and aespa comes after Apple’s earlier collaboration with NewJeans, which gained some serious buzz last year. The “ETA” video, shot on an iPhone 14 Pro, won four awards at the One Show 2024 advertising festival in New York. It even incorporated a rabbit ear motif on the Apple logo to symbolize NewJeans, creating a viral moment in the campaign.

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However, the picture shifted due to ongoing contract tensions involving NewJeans and ADOR, a HYBE subsidiary. Apple seems to have pivoted toward aespa amidst the fallout. Controversy bubbled up when ADOR’s former CEO Min Hee Jin revealed a text from HYBE Chairman Bang Si Hyuk asking,

"You can stomp on aespa, right?"

before NewJeans’ debut.

Plus, on May 29, the court sided with ADOR by issuing an indirect compulsory order. If NewJeans carries out activities without ADOR’s prior consent, each member faces a penalty of 1 billion KRW (around $720,000 USD) per violation.

This tense backdrop contrasts with the artistic collaboration Apple is pushing forward now with aespa. The “Dirty Work” video ties together cutting-edge phone technology and the group’s dynamic performance to create a fresh chapter in Apple’s Korean campaigns.

With all this activity happening across digital and real-world spaces, fans get to enjoy aespa’s music in new ways while Apple shows how far smartphone filming can go. It’s a smart move that keeps both the tech giant and K-pop stars in the spotlight.

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