The Kulture Study: KARD "Gunshot" MV

[@formoftherapy]

Discussion: So I like think of this as KARD’s third chapter (first being their debut and more pop & dancehall sound, then their second chapter which I consider their more “power” era with things like BOMB BOMB and the music being more loud and bombastic and sexy). But GUNSHOT feels...different? It’s a little slower but not in a bad way. It feels deeper, meaningful, and a little dark. And I almost think KARD is really onto something here. There’s something very empathetic but also creative about this song. While YOU IN ME was never quite this deep, that song was driven by an emotional tone and it’s still one of my favorites to this day. I think KARD should delve more into deeper or emotional pop music because their co-ed vocals really gives them a lot of interesting opportunities. What do you guys think?

[@thursdayschildhasfartogo]

this isn't really related but you closed a parentheses without opening one

[@valesoma4611]

I think that the fact that they are a co-ed group brings them so many benefits, but they have mentioned before that lots of producers or lyricists think it's a bit complicated to give them a song (because they are co-ed), so that sucks. But I do think they have so much potential and this new era is one of my favorites! Like damn, I honestly think they deserve at least a 1 first win

[@thursdayschildhasfartogo]

it's okay they fixed it lads

[@arianm7576]

I agree, and I think KARD can do every style however rock and gunshot is really good and powerful. They can be also vocal and soft like trust me

[@charred6683]

I think they're in a good position to talk about things everybody can relate to and not pigeon hole themselves based on gender. A lot of girl groups make empowerment songs lately and listeners are very quick to label this as "female empowerment" or even "male bashing" but when you read the lyrics there's nothing that suggests this exactly and we could have a boy group sing the exact same song without changing a word and it would still work. KARD is in a unique position to make these messages more obviously gender neutral because they don't have to stick a specific voice to it. I love this song and want them to make more of that style but I also hope they won't abandon the power era since it was really good as well.

[@solgimenez5038]

They represent different types of violence Somin: verbal abuse, she faces criticism and manipulation and it could be related to online criticism (if we take in context her lyrics and the cameras) Jiwoo: toxic relationship with an abuser (based on her lyrics) and the scene with mics and loudspeakers, she's an attention seeker because of her emotional dependence, she's trap BM: represents someone "unaffected" (his lyrics "I don't give a damn") but deep down he's suffering a lot, which is common in men bc it's harder for them to accept they're victims of abuse, he contradicts himself in his lyrics, he hits stuff and destroy what he finds bc he can't do anything else Jseph: for me is the most complex, he's violent and is alone (his rap) and when he starts to hurt people, he finds a community (the faceless people) they encourage him to continue. His rap is about this, when he starts to broke everything and when he burns the mask, he recognize his abuse and his trauma but he also puts and end to that Edit: at the end when Jiwoo kill herself I think it means kill the part of her that represent the trauma and the abuse, like the "damage part" of her, it maybe means let go her trauma and move on

[@confused_reader]

👏🏾👏🏾👏🏾

[@charred6683]

Very good analysis, songs often have one theme and we try to find that one thing in the entire lyrics but breaking it down in 4 sub-themes makes a lot more sense.

[@moreliacamacho3722]

J seph for me represents online hate bc he’s surrounded by computer monitors and is throwing around keyboards

[@mn1012mn]

Today I saw BM's comment on Instagram, where he explains the last part, when Jiwoo kills herself, he said that any type of verbal abuse is like a boomerang, it will come back to you, so you should spread positivity, in order to get it back too 🤗 they are great right?

[@jjwsvtk9987]

amazing anylasis wow

[@glitchhidef97]

This is by far their best comeback for me. The message, the visuals, the MV, the dancing. Everything is just perfect. They really outdid themselves!

[@KailasProject]

YAS, same tbh

[@naylavaz832]

YAAAAS

[@Alex-ht9ie]

Vote on Idol champ and Mwave we need make them number 1,log in to multiple account using twitter, Instagram, kakoa.

[@Alex-ht9ie]

Vote on Idol champ and Mwave we need make them number 1,log in to multiple account using twitter, Instagram, kakoa.

[@Reveluvrv]

ARGEED!

[@hiddenarmy8937]

I love all their song, choreography, lyrics but this one... THIS ONEEEEE is beyond words

[@shongnaangwanhu9100]

Omg I'm your 100th like... Also I love this song... Might stan them soon😭

[@Amarah4600]

It's just so intense 😥 I remember when you in me came out and I loved the dark concept but this is just something else

[@arased11]

BM really outdid himself producing this masterpiece. The meaning behind it hits different. All of them are telented af. I don't understand how people continue to sleep on them.

[@acehart4213]

My favourite part is that in the end chorus, right before the end of the song, Jiwoo doesn’t say “I’m bleeding love” she says “I’ve bled enough” meaning she’s done with bleeding for this person who had been verbally abusive

[@jadeshepherd8627]

I thought the same but thought she sang 'I've had enough' XD

[@xheralt]

So the captioning has been getting it wrong. Interesting.

[@solgimenez5038]

I think this is their most bittersweet comeback because the song is amazing and their album too, but Jseph is leaving so it feels weird. You need to check the entire album! Please listen "Hold on" BM wrote that song for Jseph because of his enlistment, thank you for your reaction!

[@materoteroji433]

Why he is leaving the band ?

[@solgimenez5038]

@@materoteroji433 he's not leaving the group! He has to do his military service

[@vrotki]

@@materoteroji433 Mandatory military service

[@amber-lin]

ye def agree it sounds like a 'see you again' song

[@anikkadumandan15]

When is he leaving for military service?

[@masoxrista3574]

It is bittersweet to see J.Seph have to go. But I trust that they'll stick it through. I've always enjoyed KARD's tracks... even the less "popular" ones. But I believe that this title track is particular special because it's so personal. I can FEEL the anger and the frustration. I relate to it. Thank you for reacting to this. And Hidden Kards out there, let's keep streaming!

[@thursdayschildhasfartogo]

he's enlisting??

[@masoxrista3574]

@@thursdayschildhasfartogo yes. It's time.

[@moonsun1195]

@@masoxrista3574 what when?

[@hluna02]

@@moonsun1195 He has go to military service at 5 October 2020.. So had been 4 month ago ;`)

[@hiddenguard958]

It is a song about verbal abuse. There are 2 realities; one is a reality where they're suffering, the other is a reality full of crimes. Members' representations: Jseph - Keyboard warrior BM - Bystander Jiwoo - Rebel who got violent Somin - Victim of being controlled, observed & dictated by many. They said this in their comeback vlive

[@dustinolan1083]

PD: What genre is this? Uhmm...KARD

[@cheusingher8734]

Pretty much lol no one does it like them 😅

[@petabulmer7345]

They are unique for sure! I soooo love them!

[@lebin7802]

Kard and Dreamcatcher are the only groups that I've seen that can be described as doing their own unique thing

[@TonyKimtheamusementparkfan]

KARD genre should be a thing now :D

[@tatunsk7223]

*S A Y I T L O U D E R*

[@EmiIy7662]

I wrote my theory down also under the official mv. I think they all represent a form of abuse/bullying. BM is physical abuse. (a gang of people fighting, a bat he uses to slam,...) J.Seph is cyberbullying (people in masks with just a hole at the mouth --> anonymous people that voice their opinions + computers being smashed) Jiwoo is verbal abuse (speakers, blood coming out of them) Somin (not sure) might be school violence? (pencil as a weapon, security system like schools in Korea have, scissors,...) So the shots where they are being tortured is them torturing themselves because they started to believe the words/actions people spewed at them. The other shots is from before they gave up on themselves and when they only just exposed themselves to the abuse and tried to fight it (using the pencil to attack, Jiwoo uses the mic, BM the bat and J.Seph puts on the mask to become anonymous to fight off the bullies). All of them end up dying from the torture except for Jiwoo, she then sees herself from before all of the torture and she decides to kill herself so she wouldn't have to deal with the upcoming torture.

[@liw-jo9mm]

That makes perfect sense, thanks for the information

[@jormarques]

I thought Somin was verbal abuse bc pencils remembered me of writing, so hurt by words. And Jiwoo is public humiliation or something like that, with the loudspeakers and multiple microphones, but of course that's just my view, is not like there is some right interpretation of it...

[@kennydelgado1667]

makes so much sense😯

[@Alex-ht9ie]

Vote on Idol champ and Mwave we need make them number 1,log in to multiple account using twitter, Instagram, kakoa.

[@lindango6678]

It's been tough for them bc they've said themselves that there aren't a lot of songwriters that knows how to create tracks for a coed group. Same for the choreography. So for the last few comebacks, it's been BM who did the composing for them. I think in the future, after jseph returns, they'll continue to grow musically because you're right- there isn't a specific genre that they fit. They're just kard. Also, I recommend you listen to the third track in the album "Hold On." It's basically their farewell song for jseph T_T but it's got great vocals and the depth of emotion your looking for.

[@hluna02]

*Hold on* was so emotional song ;`) Miss Jseph so much♡ So let's keep support KARD ahead♡♡♡

[@dawnelle]

BM said he wrote this for victims of verbal abuse, and I’m pretty sure I saw him say he’ll be releasing a line of shirts(?) and that part of the profits are going to the “STOMP Out Bullying” campaign! (Correct me if I’m wrong on any of this)

[@Samuel_536]

YEP!!!! the "healers" line. i love bm sm for that, not only do the designs look cool, hes giving back like he always does

[@leslieloren5573]

Kard’s Gunshot is about the struggles idols go through everyday. They uploaded a video explaining the meaning behind their music video. “There are two Kard’s in two parallel worlds” There’s a place with the good version of Kard where they are bound by rules, almost over protecting them from what goes on in the outside world or the second world. Hence the plastic, the IV lines and so on to protect the world and protect Kard. The other world is the complete opposite, the other end of the spectrum where there’s crime everywhere. People do whatever they want. In this world we see each member representing different kinds of crime. Jisoo “I expressed a role that shows rebellion with violence” Joseph, an anonymous keyboard warrior who’s only fearless behind his mask. Somin, always stalking and attempt at contacting people. Her pencil represents that and is always sharpened like a weapon, but she justifies it as love. BM is a bystander watching not paying mine to those needing help. The commonality is “how words are the weapons in this world, hence the albums name Way with Words” It’s obvious when you see brushes and pencils and the writing on the fabric from the ceiling. The pencils thrown and stabbing through the wall and how BM holds the brush like a weapon. The way he hits the fabric and loses it. It’s obvious in seeing how Jseph sits there at the table and acts as if he didn’t write something online that hurts someone else, as if he’s in interrogation, but he’s surrounded by keyboards and is seen using them while smirking. What he does is bridge the connection in the two worlds with words. Harmful, hateful words brought through from the second and bad world to the world where Kard was protected with the plastic wrap. How Jiwoo rebels in almost every scene and seemingly goes insane, the way she kicks and hits and yells out to be the force against whatever is keeping her down, are those who say things can only be one way and that way only, like someone explaining “this is what they like and you could never be that”. Somin sharpening her pencil as it’s a tool, but one that’s so quit easily used to hurt, harm and ruin the victim of stalking while she looks innocently into the camera because she justifies what she’s doing as love for them. Even the black ink in the video is a tool for rebellion and hate by ruining and vandalizing everything it touches. This seen when BM dumps the ink on the skull, poors it out and writes everywhere. It no longer is just words that hurt, but it stains and taints whatever it’s on forever leaving a mark that can’t be washed away. Tarnished forever. But they note that the good version of Kard suffers when in the other world, while bad Kard is doing what bad Kard does, it’s important. “But why would Kard in the first world suffer in the second world commit crime?” “The camera is the medium that connects the two worlds” The video is shown through a camera lens. Kard says the camera connects them, it’s obvious in how the video is set up. It’s social media. “There are two people who are living their lives where social media doesn’t exist.” “ But what if the social media (camera) appeared in their lives?” Its instant connection and people who live complete opposite lives are connected in a split moment. With being connected through social media, you have the good and the bad, and the bad is so much shown more than the good and in numbers. This is why they say “Your words are like a gunshot” what you write on the internet, people don’t consider it harmful. When your writing in the moment it’s not hate, it’s not bad, it’s not negative phrases...it’s a paper like gunshot that cuts through more than a bullet and creates more harm than one and it’s very evident when in the end Jiwoo is shooting herself with a paper gun. These words are also often justified as “criticism” or “your looking out for them” This is the part Somin plays when she’s holding the lens, the pencil..she is showing words of harm are justified by the writer who Jseph shows it’s done by keyboard warriors, people we don’t know saying things that hurt can not be “just words” they can be literal bullets. They don’t think their words will effect anyone. When they really do and it shows when we switch back to Kard’s first world, the good Kard. The plastic is binding, it’s suffocating and no longer being a protective barrier it once was. Idols have no choice but to be on social media, somewhere assumed that an idol can go to show all their work a space for them and what they think is a safe space, but when you connect the worlds that once thought of “safe space” is suffocating, controlling and taking over your life in a way where each word read is another bullet through ones skin. So what we see is an idol jumping on social media and presenting themselves as they are to the world and from that action, they get the ones who send hate and harmful words, rebellion against them and stalkers needing to know their very life style, all justified as some way of love towards the artist when that very “love” is suffocating and harmful. “Your words are like a gunshot” Your very words you shoot at me and send to me harm me as a gunshot would and tarnish me, and stain me as the ink does in the video when it’s thrown everywhere. It’s hard to shake off the “words” just as it’s hard to shake off ink when it’s stained your shirt. Words are like ink and often stain forever, while at the same time being a gunshot that damages a person and leads to reversal actions. But what the idols are doing is apart of their job and they have no choice but to endure it. The ending is explained as I mentioned. When seeing Jiwoo holding a paper gun, it’s exactly how those who write on social media see their words. They see their words as paper like words, as if they wrote it on paper and that’s all it equates to. Something they feel is harmless. A harmless virtual comment. The video now shows that what you say in virtual can be as harmful as a gun, by actually shooting and causing impact. It’s showing that what we say online not only harms those that are the target of it but also ourselves by taking shots at others, it does no good to the person reading it and no good to the person writing it. It deepens the writer in this thick sludge of hate and negativity while the one reading is facing a bloody bath of pain and having the real impact of being $*****le. “Those who can’t speak out to the sufferings that others caused can only attack in imagination.” It’s suppose to bring attention to someone sending hate and harmful messages with a simple tap on the keyboard. Thinking nothing bad can come from it when the reader and target reads the comment, it’s not going to hurt them because “it’s just words” This song expresses how those very “words” can cause more harm than people think. It’s to make the listener reconsider what their writing, what their doing. When your rebelling against something, when your attempting at stalking someone and expressing your “love” for an idol, when you write the words of hate...this song is to remind you that their are consequences to words and it’s not just “paper words” that are being shot from a gun, their real bullets. When Jiwoo is seen in the beginning and end zipping up her second world self, she is putting an end to their actions only after seeing and encountering the effects of keyboard warriors, rebels and stalkers. It also a message for the one who commits such actions as being the stalker, the writer and rebel...you often find yourself committing an act that costs a life, loses a career, ends someone’s happiness. There are consequences to your actions and you could soon find yourself now looking upon a dead body in a bag. It’s a deep song with a dark but real image of what goes on in an idols life, or just one who endures being the target of hate online. It’s very evident this is their message because they very clearly explain this is what their music video is about. We’re getting a glimpse into the suffocating life of one who assumes their online page is safe and for them and their fans or friends, when it becomes a bullet for those who turn it into a gun and shoot at them with words that seemingly have no meaning behind them. It’s not about different acts of violence, or abuse.. it’s about actions as a whole and what it does to someone and what it can lead to and what a writer of these words or a person who commits those actions has to look forward too. Their actions cause pain and loss, while it’s so very “innocent” in their eyes. It’s a beautiful way of setting this message up and it’s a message everyone should hear because it applies to more than just idols and that’s the glory of it. They said look at our lives, see what we go through and know it causes pain. While at the same time expressing those actions it physical forms.

[@navyashettyx]

I was hoping J Seph had more lines+screen time to shine since he is enlisting soon but Jiwoo nonetheless killed it and KARD of course, was amazing as always.

[@cheusingher8734]

The choreo has lots of parts that revolve around him

[@nataliademelo8200]

I think this was his best rap in a title track

[@mayab487]

Yeah true. But I personally believe the distribution was perfect because each and every member highlighted the song perfectly and balanced each other out. I can't really imagine it any other way other than them distributing lines in a matter to make sure the song is well balanced and flavoured with their vocals.

[@milisia]

I liked the song and the concept. Yeah, i was also hoping that JS will have more lines and be more "visible" in the MV, but still..it's nice "good bye" for him. Also i readed that people are little panicked, because of BM statements in his livestream - he said, that their music label has some financial difficulties because of the pandemic. But then he corrected himself, that doesn't mean disbanding because of money issue...still....some people are afraid, that KARD may be gone :(

[@Lilo1194]

Hold on is a beautiful song dedicated to him

[@dreamyskieye]

Yeah now people are spreading rumors if they don't do good with this cd they will disband but actually Korea is handing down money to kpop companies in need because of the pandemic.

[@moonyswolfstar]

it's the way I was literally watching the mv as I got your notif lmao

[@sydneyhanson6516]

Honestly, I think this comeback is my favorite from them. It feels a bit more personal and I really vibe with the feeling of the song. KARD never disappointsssss

[@itszoeloh]

This songs checks all of the boxes: - means something to the artist - means something to the listeners - is an amazing song and has a good sound

[@corasong5922]

I absolutely love this comeback from them and the message in this song is such an important one, especially in today’s day and age. They did an amazing job at portraying it in the MV and the song itself is an absolute bop

[@dass.dance21]

I really appreciated the message of the song! The visuals are so good as well❤️ I also think it had a different vibe than previous reactions which had a more wdym or party vibe but didn’t feel as emotional if that makes sense

[@formoftherapy]

It does!

[@faeze5759]

jiwoo face expression was on point I hope she begun acting carrier because she really fits the image of a badass woman in an action movie

[@ancientmingyu0604]

“Gunshot” was Jiwoo’s era. That woman was a BEAST in that video!! I am so in love with her. Words cannot describe how much I adore this girl ❤️ Also, now that J.Seph is back from the military: it’s COMBACK TIME ✨❤️

[@arlan4813]

Sure there's a definition for KARD's music. It's... KARD. They're always undeniably identifiable as KARD and yet, at the same time, always unique in their KARDdom. As many ways as there are to shuffle a deck, there is KARD.

[@Samuel_536]

forreal bruh. in some of kards most recent comebacks you cant really identify what genre they're going for, but at the same time it makes them really unique. once you hear a kard song, you can tell its a kard song.

[@alicia4830]

The director had a really clear idea in mind and I think the editor really brought the life into the MV. I loved this soooo much!

[@hana-dul-set]

i loooove this comeback so much. i think they are really maturing in their music and the fact that this has such a deep meaning makes it even better. as a hidden kard that has been with them since their earlier day, i feel so proud of them. this sound is so good for them. i also love how they moved from the romance theme like in predebut era or even you in me and red moon, this one is more general and they have a message as a group. bm and the other producers really did well on this one!!! 🙏 the choreo is also amazing, vata and simeez type of choreo really suits kard'd energy!

[@almasuarez2244]

Honestly i'm not surprised about how GOOD THE SONG IS, I mean, is a KARD song, so, it IS amazing 😥💕 Love your videos!

[@ElBeeC]

This song and comeback is one of the best ones if not the best one of this year! The message, the story, the production, the songwriting, the choreo... Everything is top level.

[@carlosmartinezmata5337]

Thanks God we have groups like KARD that get better everytime comeback.

[@benafeng]

I agree with PD in that KARD has specific eras of music styles, starting with dancehall, then heavy trap, and now something a bit darker.. I’m excited to see them evolve as artists under this sound!!

[@wellhereiam179]

“BM... you know BM looks like BM...” I like how I knew exactly what that meant, couldn’t have said it better...

[@hluna02]

Lol 😂 Hope you'll keep support KARD ahead♡

[@brenp01]

I think KARD is so amazing and deserve so much more recognition. I think they do play with their sound and they have changed it up from before. I think this is a really strong comeback and the message itself is amazing as well as it is so common. The mv did a really rewlly great job portraying the message and I have seen maybe fans appreciating the meaning of the song. I do wish jseph got a little bit more in the song but his part was still great. I'll be really sad to see jseph go away but I hope they can still remain together 🥺

[@afrin9982]

Kard is a concept. They are the new genre. They’re not like any typical kpop group. Not your average idol either.

[@Inday_J837]

13:47 *they had really been difficult to identify as a group* Well that made me fall in love with them. KARD is their own genre and breaking barriers. People should stop sleeping on them tbh. Anyways mah fellow Filo Hidden Kards where y'all at? 🥰♣♠

[@neonyellowninja13]

When I listen to this it reminds me of when I used to blast Linkin Park and Three Days Grace when I was in middle school. It's just the vibes that I never thought anyone now, much less in k-pop, would be able to recreate.

[@dolcebelcanto3626]

I listened to KARD for a while, about a year or two ago when I was getting into kpop, but then stopped - idk why. I decided to revisit them, watched Gunshot and now I am *back* all the way WOW THIS SONG IS INCREDIBLE

[@kiaraetsuko]

I love the song a lot. Even without the lyrics it just have this melancholic, angsty feel to it and I love it when musicians can express the message of the song in everything, not just lyrics. A masterpiece once again.

[@Pollo.a.la.crema.]

Thank you for giving love to one of the most criminally underrated KPOP groups

[@chize3085]

This song and the MV made me feel things i’ve never felt before

[@jamiedeano3923]

*Fact: KARD's gunshot should win best MV of the year.*

[@hluna02]

Fact! ☆

[@pagesinked]

I was a big emo and metalhead in high school and college so this reminds me a lot of alternative rock/metal style mixed with rap kind of an Evanescence or Lacuna Coil vibe, and still a bit of their tropical flair. I really like it. I am sad I only just really got into KARD.

[@hluna02]

Never gonna late, Let's keep supporting KARD always♡

[@allisonmeier171]

My girl introduced KARD to me five six years ago. I love that they are original and not in any class or style of their own. It show their repertoire and ability to be versatile

[@diyahniquel]

Idk how to fully interpret it myself, but I think there's something meaningful in the way they're all portrayed being connected to some sort of outlet for their words too. Jiwoo with the microphones, JSeph with the computers, Somin with the pencils & BM with the ink; all outlets for delivering verbal abuse. I think them throwing things, thrashing around & the sharpening of the pencils (as if it's a weapon) is representative of the toxicity of their words & how it not only hurts the person being abused, but the abuser as well.

[@iewutake]

Love them. So underrated. Some groups that are popular just due to "starvation" for fans, Kard are unproblematic and tallented

[@hluna02]

Thanks so much♡ Hope you'll support KARD ahead♡

[@madgonz5909]

Definition: KARD Genre: KARD Please do check out their other tracks Ah Ee Yah and Hold On (dedicated to Jseph) it gives you a different feels

[@hluna02]

Yeah, *Hold on* was so emotional song ;) Hope you'll keep support KARD ahead♡

[@Nat-eb7yg]

this song is so underrated i only just heard it and it’s so good

[@Jennifer-gv6pp]

I think Kard is insanely underrated and this song is really good. It was stuck in my head for days

[@rubeenafarooq8767]

Jiwoo said that the director has shot a horror movie, no wonder it was so dark

[@hluna02]

Lol 😂 Yes no wonder! Hope you'll support KARD ahead♡

[@anime_addict21]

This is my favorite comeback of theirs so far, and that's saying a lot because I love all of their music. The topic is so deep and the imagery portrayed in the mv are spot on and it hit home for me. Love, love, love it! I am so proud of them.

[@TsuchiGamer06]

I don't stan KARD but my friend does and I watched the mv for her....and uh It's been on repeat since it came out LOL Whatever KARD stans call themselves, I hope you all are happy. This is a BANGER

[@DulcisAbsentia]

This song is my favorite of KARD, I've this on repeat since it came out

[@hluna02]

Thanks so much♡

[@kim_flynji8461]

one of my favourite comebacks this year, and definitely my favourite from them. i appreciate my two main groups touching on a similar message so closely and freely. massive massive kudos to bm for his hand in production, it shows i think. whilst this song, maybe not emotional on the surface, there's like this anger and bittersweet note to it, and it got me really emotional on the second watch through - i relate a lot to the message. i noticed, that the dun dadundun dun dadundun tropical house / reggae beat is actually still there (just), reflecting earlier stuff but mixed with the power of some of their bsides like enemy and inferno in particular, hip hop forward. i'm very excited about the direction they are going, it just hits so different.

[@Jungcatlv]

No one is talking about HOW GOOD THE EDITING WAS IN THE VIDEO LIKE KARD IS SO UNDERRATED

[@hluna02]

Shout out to the editor and mv producer~ to KARD too~ to all the people who make this mv so wonderful, thank you♡~

[@cheusingher8734]

I agree. I really liked this concept because they get to deliver their deeper emotions while also sending a strong message about self-inflicted/physical/verbal abuse and toxic relationships. But yeah another song in their new album, “Hold On” is another song that you can kind of feel their emotions in there because it’s a goodbye song to J.Seph. I also think they’d do well with deeper and more personal songs too.

[@hluna02]

Thanks so much ♡ Hope you'll keep support KARD ahead♡

[@cheusingher8734]

@@hluna02 hell yeah I will haha 😆 I’m sticking with them till the end, they’re my first group and the one to make me give kpop a chance. I mean there was Wedding Dress-Taeyang like a decade ago but besides that, I’m now into kpop and can’t stop lol.. mainly kard though. Let’s say Kard was my gateway

[@hluna02]

@@cheusingher8734 Oh wow! KARD had _deep meaning_ for you! your music taste was great tho, Taeyang was legend of kpop industry, I do like too~

[@nekograce7914]

I love every CB because they show how diverse their music can be. And this is no different. KARD is such an amazing group and deserves all the love.

[@thursdayschildhasfartogo]

so glad you checked this out so fast!! waiting for thanxx by ateez ♡

[@aryabharath2516]

I feel like this is a superior comeback and that the message from this is so great....thankyou for the reaction pd!

[@emems6620]

I legit feel physical pain for their music.. so powerful

[@teadrinker1260]

The lyrics hit home. As someone who has been verbally abused I felt the lyrics on another level. I loved it. Definetly deserves a win.

[@morela58]

it lowkey gives me chase atlantic vibes, especially the part between first chorus and j.seph's verse

[@cabbagejuice]

i usually dont gravitate towards jseph but this time i thought his styling was really good for him (not extravagant like the others' but thats ok) and his verse was one of my fav parts of the song. he rly stood out to me this time!!

[@felicityb93]

I'm a couple months late here, but this is dancehall. An EDM interpretation of dancehall (which would lead people to call this tropical pop/house, which is amusing as hell to me), but dancehall for sure.

[@leslieloren5573]

Kard’s Gunshot is about the struggles idols go through everyday. They uploaded a video explaining the meaning behind their music video. “There are two Kard’s in two parallel worlds” There’s a place with the good version of Kard where they are bound by rules, almost over protecting them from what goes on in the outside world or the second world. Hence the plastic, the IV lines and so on to protect the world and protect Kard. The other world is the complete opposite, the other end of the spectrum where there’s crime everywhere. People do whatever they want. In this world we see each member representing different kinds of crime. Jisoo “I expressed a role that shows rebellion with violence” Joseph, an anonymous keyboard warrior who’s only fearless behind his mask. Somin, always stalking and attempt at contacting people. Her pencil represents that and is always sharpened like a weapon, but she justifies it as love. BM is a bystander watching not paying mine to those needing help. The commonality is “how words are the weapons in this world, hence the albums name Way with Words” It’s obvious when you see brushes and pencils and the writing on the fabric from the ceiling. The pencils thrown and stabbing through the wall and how BM holds the brush like a weapon. The way he hits the fabric and loses it. It’s obvious in seeing how Jseph sits there at the table and acts as if he didn’t write something online that hurts someone else, as if he’s in interrogation, but he’s surrounded by keyboards and is seen using them while smirking. What he does is bridge the connection in the two worlds with words. Harmful, hateful words brought through from the second and bad world to the world where Kard was protected with the plastic wrap. How Jiwoo rebels in almost every scene and seemingly goes insane, the way she kicks and hits and yells out to be the force against whatever is keeping her down, are those who say things can only be one way and that way only, like someone explaining “this is what they like and you could never be that”. Somin sharpening her pencil as it’s a tool, but one that’s so quit easily used to hurt, harm and ruin the victim of stalking while she looks innocently into the camera because she justifies what she’s doing as love for them. Even the black ink in the video is a tool for rebellion and hate by ruining and vandalizing everything it touches. This seen when BM dumps the ink on the skull, poors it out and writes everywhere. It no longer is just words that hurt, but it stains and taints whatever it’s on forever leaving a mark that can’t be washed away. Tarnished forever. But they note that the good version of Kard suffers when in the other world, while bad Kard is doing what bad Kard does, it’s important. “But why would Kard in the first world suffer in the second world commit crime?” “The camera is the medium that connects the two worlds” The video is shown through a camera lens. Kard says the camera connects them, it’s obvious in how the video is set up. It’s social media. “There are two people who are living their lives where social media doesn’t exist.” “ But what if the social media (camera) appeared in their lives?” Its instant connection and people who live complete opposite lives are connected in a split moment. With being connected through social media, you have the good and the bad, and the bad is so much shown more than the good and in numbers. This is why they say “Your words are like a gunshot” what you write on the internet, people don’t consider it harmful. When your writing in the moment it’s not hate, it’s not bad, it’s not negative phrases...it’s a paper like gunshot that cuts through more than a bullet and creates more harm than one and it’s very evident when in the end Jiwoo is shooting herself with a paper gun. These words are also often justified as “criticism” or “your looking out for them” This is the part Somin plays when she’s holding the lens, the pencil..she is showing words of harm are justified by the writer who Jseph shows it’s done by keyboard warriors, people we don’t know saying things that hurt can not be “just words” they can be literal bullets. They don’t think their words will effect anyone. When they really do and it shows when we switch back to Kard’s first world, the good Kard. The plastic is binding, it’s suffocating and no longer being a protective barrier it once was. Idols have no choice but to be on social media, somewhere assumed that an idol can go to show all their work a space for them and what they think is a safe space, but when you connect the worlds that once thought of “safe space” is suffocating, controlling and taking over your life in a way where each word read is another bullet through ones skin. So what we see is an idol jumping on social media and presenting themselves as they are to the world and from that action, they get the ones who send hate and harmful words, rebellion against them and stalkers needing to know their very life style, all justified as some way of love towards the artist when that very “love” is suffocating and harmful. “Your words are like a gunshot” Your very words you shoot at me and send to me harm me as a gunshot would and tarnish me, and stain me as the ink does in the video when it’s thrown everywhere. It’s hard to shake off the “words” just as it’s hard to shake off ink when it’s stained your shirt. Words are like ink and often stain forever, while at the same time being a gunshot that damages a person and leads to reversal actions. But what the idols are doing is apart of their job and they have no choice but to endure it. The ending is explained as I mentioned. When seeing Jiwoo holding a paper gun, it’s exactly how those who write on social media see their words. They see their words as paper like words, as if they wrote it on paper and that’s all it equates to. Something they feel is harmless. A harmless virtual comment. The video now shows that what you say in virtual can be as harmful as a gun, by actually shooting and causing impact. It’s showing that what we say online not only harms those that are the target of it but also ourselves by taking shots at others, it does no good to the person reading it and no good to the person writing it. It deepens the writer in this thick sludge of hate and negativity while the one reading is facing a bloody bath of pain and having the real impact of being $*****le. “Those who can’t speak out to the sufferings that others caused can only attack in imagination.” It’s suppose to bring attention to someone sending hate and harmful messages with a simple tap on the keyboard. Thinking nothing bad can come from it when the reader and target reads the comment, it’s not going to hurt them because “it’s just words” This song expresses how those very “words” can cause more harm than people think. It’s to make the listener reconsider what their writing, what their doing. When your rebelling against something, when your attempting at stalking someone and expressing your “love” for an idol, when you write the words of hate...this song is to remind you that their are consequences to words and it’s not just “paper words” that are being shot from a gun, their real bullets. When Jiwoo is seen in the beginning and end zipping up her second world self, she is putting an end to their actions only after seeing and encountering the effects of keyboard warriors, rebels and stalkers. It also a message for the one who commits such actions as being the stalker, the writer and rebel...you often find yourself committing an act that costs a life, loses a career, ends someone’s happiness. There are consequences to your actions and you could soon find yourself now looking upon a dead body in a bag. It’s a deep song with a dark but real image of what goes on in an idols life, or just one who endures being the target of hate online. It’s very evident this is their message because they very clearly explain this is what their music video is about. We’re getting a glimpse into the suffocating life of one who assumes their online page is safe and for them and their fans or friends, when it becomes a bullet for those who turn it into a gun and shoot at them with words that seemingly have no meaning behind them. It’s not about different acts of violence, or abuse.. it’s about actions as a whole and what it does to someone and what it can lead to and what a writer of these words or a person who commits those actions has to look forward too. Their actions cause pain and loss, while it’s so very “innocent” in their eyes. It’s a beautiful way of setting this message up and it’s a message everyone should hear because it applies to more than just idols and that’s the glory of it. They said look at our lives, see what we go through and know it causes pain. While at the same time expressing those actions it physical forms.

[@АлёнаД-щ3в]

This comeback gives me really strong fall out boy vibes for some reason. Like a save rock and roll or american psycho type of sound.

[@Lilo1194]

Thanks for this, I’m love with them since their pre debut songs, I’m proud of them, this comeback is really meaningful, EVERYBODY need to listening to them. I love your channel! Keep going!

[@hluna02]

Yes *_EVERYBODY_* Hope you'll keep support KARD ahead♡

[@raprilc2]

Jiwoo...firmly holding onto my bias

[@nicooole48]

I totally loved this comeback, I kinda think is one of my favorites from them!! I'm so glad you reacted to it so fast!

[@katiaferreira4370]

This song takes the whole cake! So brilliant 🤯🙌🔥

[@OoMASEoO]

I've been listening to this song on repeat for about a month now and you just pointed out it's about negative self talk. I'm always talking down on myself and now this song has so much more meaning for me I am literally bawling. 😭😭😭😭😭

[@lisandram.l.v.8087]

I have a feeling this could also be about toxic fans and social media. Mostly think that because of the cameras and the microphones.

[@bonnie6338]

This was my fav comeback so far!

[@GO24Seven]

KARD do their own thing. I love that about them.

[@thisisdharana]

What a concept! Kard did so great.

[@tamarlevy5949]

i'm so proud of them, they grew a ton with their music and direction

[@hluna02]

Yeah proud so much♡ Hope you'll keep support KARD ahead♡♡♡

[@TheDaniellasykes]

They never fail to surprise me they are so talented! ❤

[@hluna02]

Yes, the fact only! Let's keep support KARD ahead please ☆

[@arianareeder6749]

doctor: “you have 17 minutes and 29 seconds left to live” me:

[@momoyuan1470]

Thank you for doing a kulture study on KARD's newest comeback!

[@Goldievoi]

Genre is heavy in reggae, but like reggae plus edm and something else(?) I grew up listening to a LOT of reggae, so I recognize that sound. Still, it's super unique. Reminds me of thier song Go Baby

[@jaxjaeger5487]

This song is a banger one of the best of 2020

[@tais4516]

That's a really interesting view on the music video but kard just posted a video explaining what they wanted to express with the mv. You should totally check it out! Love your content by the way ♥️

[@amberandrews8799]

This song had to have been their best comeback song 👌🏼

[@anonxmus]

It's on repeat!!!!!! I'm Obsessed SEND HELP!

[@Psibound]

Its such a great video. I think this follows a few of there earlier videos in the theme of it. Only issue visually is with the wounds. I only really see them on the face. It would have been nice to see them have one or two wounds on other parts of there body or clothing.

[@wxlfie2]

Im really confused but in a good way? Like it's nothing like I've heard before and i love it

[@jcm5863]

They did write one of the other songs on the album, Hold On, for Jseph so hopefully they will do something more with that for him, but I did also wish he had a bigger part in this.

[@MadCheshireHat]

I was looking forward to this since the video has a lot going on and quick shots. I've watched the video a few times and only noticed it started as it ended when you began the video. They've had great songs before but this was is on another level for me and with abuse of various kinds running through all sides of my family, something very relatable to me.

[@navyashettyx]

I have been waiting for this since yesterday!! I legit kept coming back to the channel to see if the reaction was up 😂

[@aclown4126]

This is a masterpiece

[@AmethystFoal]

I think those masks are based off of the medieval executioner mask that would make a lot of sense with the concept and it’s super creepy 👀

[@witofastaircase]

It’s KPop meets Emo and I am LIVING for it!

[@phonecert]

someones probably commented this already but i interpreted jiwoo shooting her more "pure" self in the end to mean that the abuse she endured changed her completely, and the old her before she was hurt is dead. as a victim of emotional and verbal abuse, i really related to the ending actually because it almost feels like the person you were before is a completely different person, separate from who you are now, and that after going through the trauma, the sweet innocent person is dead and the only one left is the rugged, hurt, traumatized one.

[@mecn1620]

love KARD

[@mariannita8294]

J speh was representing those who write hate and malicious comments on the internet that are hiding their identity behind a screen. As you can see in the video he is hearing a mask that hides his face. I believe that that was the reason why he didn't visually stick out as much as the other members.

[@arianm7576]

KARD is so powerful and deserve more

[@hluna02]

Yes! Hope you'll support KARD ahead♡♡♡

[@jessicabadere530]

YES I HAVE BEEN WAITING FOR THIS lol

[@alexandravandermuller6495]

I’ve been waiting for this 😍

[@leejihoonly645]

I thought this comeback they'll comeback with powerful song, but this song is not bad, I still like it, the lyrics wow

[@xheralt]

Another interpretation of the damaged Jiwoo killing the clean Jiwoo is the clean Jiwoo was a false face put forward to conceal the effects of abuse (from whatever source). The act now only leaves her true face to be be shown, _no more hiding._

[@AJ-jv1wh]

This is definitely their best song to date

[@jstephtherocktsugareincarnates]

Omg I’ve been waiting for this!!!

[@exo_thermic]

The English hook reminds of me Day6's Shoot Me if it was a dance track. XD Jae and BM!