The Kulture Study: SHINee 'HARD' MV REACTION & REVIEW

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Watch the original video here: • SHINee 샤이니 'HARD' MV
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#SHINee #hard #샤이니

[@christianmarling]

Onew is taking a break for health reasons, they announced that some time ago so they might've decided to only have him in the video as minimal as needed for his own shots. Hopefully he recovers fast as his voice is just so important to a Shinee song

[@M4rk_0K]

Or maybe the shots were taken before he went on hiatus so the rest of the video they filmed it without him?? I say it as a possibility

[@spideyman23]

It’s pretty obvious what happened. They went back to film out more of the choreography after Onew’s break started. That’s why there’s a jump. It just sucks that PD can’t do a simple Google search.

[@roseflamingo8102]

@@spideyman23 This is a lot of energy for something very minor.

[@eri4933]

⁠@@spideyman23i dont think thats quite fair to PD. They couldve chosen a different shot that onew IS in to finish on instead of a shot with only three of them. I think its a fault to the production and editing team.

[@Pocahontas2000sg]

Hope Onew will recover soon n will join the rest of the brothers. Also I hope he won’t be left behind ❤

[@beannieswife1800]

shinee staying relevant for 15 years is just insane, their legacy is immaculate! i love how you catched all the simbolisms on this mv, they will always be the princes of kpop!!

[@almostfacsination]

there’s something to be said about the 7 year curse and shinee with over double that time under their belt now and making a comeback like this

[@yeahyen]

Onew is officially on hiatus due to health reasons. He is taking a break from the promotions. He might not have finished filming all the scenes for the MV so some shots don't include him. He was also absent during their recent concert. But! All the songs in the album include him 🩵

[@TayTks]

So nice to hear someone who knows what they're talking about and what SHINee were doing with this title track instead of another half-assed "did they steal this from NCT" opinion

[@pandakholin]

You're right. The difference is that they all pursue his individual activities, but for them SHINee is the priority and they have been very clear about that. And yes, they want to continue challanging themselves and doing genres they haven't done as title track, they don't wanna settle.

[@njlee088]

SHINee is Insane, still keeping up with the younger kids and even showing them up. Their lives and encore stages have been stellar this cycle.

[@fabiolamorlo3875]

so in love with this album. Onew is not in some shoot because he was not psysical able to be, he is recovering. We wish him well, and see he soon enjoying Hard era

[@mmoon8159]

I think the fact that they are keeping the group activities as a priority and that they're going so strong in their 16th year is mostly because of their personal relationships. I know they are celebrities and I don't actually know them but honestly they are the only group that I believe when they say they are like a family. Especially since they are open about their struggles during their early years and how they've learnt to respect one another. Genuinely believe they all love one another and I can't say that about any other group. Match made in heaven truly.

[@jewelfox143]

Yes. They're basically family it's very evident. A warm caring iconic family.

[@pandakholin]

10:55 they did say that this MV has references to their solo work, so I wouldn't be surprised if it is on purpose. Other ones are his hands blue like in Advice MV, Minho being chased in the animation as in his solo album Chase, or the blue almost like water going on Onew, like in his debut "Blue".

[@MyAmru]

SHINee's hiatuses were only during the military era, both times. Now that all of them are back, SHINee is gonna power on. Minho already said this is only the beginning. SHINee changing is right...but they will never get stuck on hip hop and that's the beauty of SHINee right? ❤

[@tuyenhoang3810]

SHINee is the different level forever. THE LEGEND

[@achronicboo]

I think that they said it during DCM promotions that they want to do this kind of concepts while they are still young, kind of like wanting to try everything lol

[@Anarchygirl2000]

Yeah taemin wanted to do a hip hop title track since they were trying to think of what they hadn't done before. Love your analysis as always!!! The album has a ton of variety, excited for that reaction when it's out!

[@monicacofre6808]

they for sure have the group as a priority^^ in fact they waited for tae to make the come back together and he began to prepare from the first day after his discharge, also minho keep his schedules open for the first half of the year to focus completly in the aniversary and come back💙

[@bea_hae_tae9392]

Oh yes, SHINee is challenging herself. There's a lot of symbolism in that, and you're right, because Taemin confirmed that it also includes references to the solo. I think that the piano is generally associated with creating specific music and here we have 360' which means more possibilities in creating. Onew is on hiatus for health reasons so you don't see him in the MV part but he's on the album so we can enjoy his voice

[@uumadina]

See, see, see...! Minho is really out there stirring people up with his part on Hard. Oh my days... he is a beast

[@ihottaru]

The long wait for all of them to finish their military service and then have this cb is definitely worth it. SHINee showed everyone they are still this contemporary group who can deliver and is not bound by one genre.

[@ikonicshawol]

I can say this with full confidence: All the SHINee members will prioritise and choose the group over their own incredibly successful solo careers if they have to. They will.

[@IrmCik]

I think the white dressed people in Key’s section are supposed to be piano keys. Did you realize that at 10:26 when you stopped at Taemin’s part that the silhouette of the people with the white background make them look like piano keys? There is a strong piano concept in this mv.

[@louie24el]

I love when you said that it doesn’t feel like an obligatory group comeback. I never thought of it that way but when you pointed it out, it makes so much sense. 🥹🥺

[@andreakrizsany6801]

SHINEE is still going HARD after so many years.

[@seduelle]

love your reaction as always. it's great to see a reactor who caught the concept of the MV - being swallowed by the piano, kept prisoner in it, and then breaking out of it and making it bleed. such an interesting concept for a music video. i'll second everyone's requests for a reaction to their juice performance video! the director and editor went crazy on it, i've never seen a performance video of equal quality to a music video. it's amazing.

[@Red-he4yk]

The people on the white..the shadows make the black keys of the piano imagery. I feel the blue was for Jonghyun because of his Blue Night Radio show. Jinki isn't in all of the MV but is on all of studio album....I think his health affected him being at all the shoots and as shoots aren't linear to the completed MV he is in some shots and not others. He'll be back when he's well. SHINee were involved heavily in all aspects of production of the M/Vs and Album. This is the album they wanted to make..and 15yrs going SM couldn't really say much to that. The whole album is just perfect...it's fresh and new but totally SHINee....and Jinki's voice is OTW and Minho's voice particularly the song Gravity is just melt you in a puddle gorgeous..I know some people were saying this isn't SHINee they obviously didn't get that they've always done this.😂

[@kguerr197]

No. Jonghyun's official color was red. Blue is a significant color for this comeback because of the symbolism of water. It was in their anniversary song 'The Feeling' in the MV. The beach scenes near the water symbolized peace and hope. Here in "Hard" the blue looks like a force to be reckoned with and the rush of blue liquid was like a tidal wave consuming and overflowing in their music. Like they say they were going hard with this song and they meant it.

[@Red-he4yk]

@@kguerr197 Yes you're right. I worded that wrong. I should have said I felt the blue represented Jonghyun because of Blue Night. SHINee has used blue for Jonghyun before because of that. I will edit it now.

[@hncg-x1601]

The blue chould also be there group color as it always chance in product though but mabey here the Darker color is more basis on the "Hard" song. Not to forget that Taquela ( idk if I speel it right) or I was Queen ocean or something is there Group color

[@mochawilliams5996]

SHINee is finally back forever! They really brought their creativity ❤😊

[@jannyjanecornejo6853]

SHINee BEST of the Best! amazing legendary top tier performing artists 💯👑💎🔥

[@snowtaems]

shinee really went above and beyond! 💕

[@joekolateb9774]

SHINee kings of innovations...

[@akpoplover2757]

They said: Shinee is always first because Shinee is home, is family, and what they are.

[@Hope-wd7wx]

Thank you for your reactions to SHINee! I'm not sure but that white background with the shadow people, behind Taemin, I think represents the keys of a piano, which is a representation or symbol of Taemin. I like your interpretation about being "sucked in by the music" and then they rise and crush it! Looking forward to Onew's healthy and happy return to SHINee activities, as well as to Taemin's comeback.

[@eidseven]

Thank you for highlighting Minho's part. I find that not a lot of reactors do.

[@brunochang7749]

Totally vibe with that! Minho doesn't get enough credit, maybe 'cause he's the 'Visual' - let's appreciate the whole package!

[@jenng.e.7652]

From the first listening, you can’t help but smile, dance and sing along!! SHINee is just superb 👌

[@ornamentalboxes]

Love this reaction and this comeback! I was wondering if you planned on checking out Key's last comeback with 'Killer'? It was a repackage of Gasoline, 3 new tracks including the title track, amazing as always!!

[@esmeg8689]

FINALLY!! ILL GO ON MY TV TO WATCH THIS HOLD ON

[@careyv]

I LOVE WATCHING @reacttothek I also can’t wait to hear what they say about!! SHINee out did themselves again. This whole album is no-skip. Seriously!! So freaking good!!

[@bestariintankusumaningtyas387]

Thank you for great review and reaction for SHINee🎉

[@jennielawrence8809]

They slayed the house down with this song

[@MOmymiddlename]

Thank you for your great reactions always! I especially love to see when you react to SHINee. I agree that the ReacttotheK reacting will probably be gold too! 😂💖✨

[@caterinabandiera7529]

ReacttotheK will definitely be analyzing all the genre changes in Hard and grabbing their hair. LOL

[@almostfacsination]

it looks like he’s not in the second location for the choreo, maybe it was filmed later than the first and in between those was when onew had to pull back to go on hiatus for his health. i had no clue until i googled it but looking at the scenes he is in, he seems gaunt and to have been losing weight quite quickly even after this as a result of his health. iirc he said he is focusing on recovering, and not to worry as he is recovering and not deteriorating further. in regards to aspects of the music video, i don’t know how to verbalise it or identify the technical aspects that make it feel this way, but it reminds me a little of the dream girl music video. like possibly it’s some of the neons mixed with black and white and piano motif and glitchy edits. this is also such a shinee-esque “shinee’s back” comeback with all of them having finally wrapped up their military service. god we were truly counting down the days for taemin’s discharge, and it feels like the rest of shinee were too because they dove right into prep and promotions.

[@nirakorn]

Hard like a diamond hard like SHINee ^^

[@stephenjohn1033]

Shinee foreverrrrrr 💚💚💚

[@jshw1705]

This comeback was AMAZING, y really love it!!!!!🎉 Thanks for react ❤

[@shyphirenflowerchild4631]

You're the first reactor to notice that Onew isn't in all the video. He is only in about 50% of it. You are also one of the few reactors that watches the song from the beginning to the end without pausing and talking excessively during the pauses. Much appreciated.

[@aileenexshawol]

The reaction I was waiting for!!! Woo!!

[@Te_Mena]

Very interesting... HARD* and the other clip... JUICE* are perfect and loaded with Symbolism behind!, why? 🤔. Something the music industry wants to convey to us in this way💥... I don't doubt ANYTHING !!!. Anyway... Congratulations 👏👏👏👏👏 for the different but excellent work 👍 ShiNNE* ❤️ Thanks to you for spreading the word and Amazing Translation... 🌷 Love it ❤️❤️❤️ From Lisbon Portugal 🇵🇹 with LOVE ❤️ to ALL ... Teresa Pedro ✍️

[@bluaaahhhh]

Omg omg omg PD I didn't know if you would react to SHINee as you were still catching up with other cbs, THANKS SO MUCH I am always wishing for your SHINee reactions 🩵✨

[@nechie_D-Ishii]

❤❤❤ Thank you for your reaction. ❤ it!

[@mgutierrez5280]

P.D., I’ve been waiting for your reaction. SHINee is amazing!

[@stephenjohn1033]

Shinee 💚

[@mayarll5900]

They are the best!!

[@gabriellahuszti7746]

SHINee💎💎💎💎💎

[@lillibraun1528]

they killed it!!!

[@danielleoliveira8416]

Ansiosa para ver seu react de HARD. Amo SHINee e adorei sua análise. 💎

[@hiyokikuran6145]

Great to see you back PD! Enjoyed your reaction and analysis as usual 💚💙

[@MindBlinged]

So SHINee was originally supposed to be SM's Hip-Hop group. From one of the interviews (don't remember which one - honestly have had so much content this time its hard to keep up - I think it was MMTG) they mentioned that they pushed for HARD over Juice (SM's choice) and kept changing the elements until the present version. They have been very vocal about prioritizing SHINee over their personal solos...Minho even refused acting gigs starting April to keep himself free for their 15th anniversary related work. Onew is having some health issues and sat out the whole cb, so the rest covered his parts for the album promo and their concert.

[@nopahrefa4466]

"so SHINee was originally supposed to be SM's Hip-Hop group" this was a JOKE that Key made to BoA once, why does the fandom believe it? The group with Onew, who got cast by Lee Sooman himself off his voice, and Jonghyun, the best voice in kpop, was supposed to not be a vocal focused group? Do you GENUINELY believe that?

[@dhenarysdhenarys2397]

SHINee's DNA since day 1 is experimental. They might experiments with hip hop sounds for awhile but I wouldn't be surprised if the next title track willa have different genre.

[@Solo-m1x]

Watch JUICE performance video also, it's so good.

[@wid5807]

finally you react shinee

[@heidileigh1979]

Ahhh so happy to see your reaction to this!!!!!!

[@RoJa713]

they ATE!

[@v4leree]

thank you for checking this out! i love the album i hope you do a listening party for it!

[@lurosie5813]

Yes!!! Been waiting for this one 😁

[@MaixtasiMaixtano]

Super love this reaction PD! 😊

[@LADYSILVERWOLF028]

I have been waiting for your reaction.

[@rinrinau]

onew's on hiatus, i'm assuming the hiatus started midway through filming which is why he's only in some shots

[@fabiolamorlo3875]

i was waiting for this

[@geraldine253]

Waiting for your ODD EYE CIRCLE reaction!!

[@triacorpuz]

You missed the teaser for the Juice performance video at the end!!! HAHA

[@AlesOnyou-xd9ky]

Yeaaahh we got 10/10 ❤️‍🔥

[@nikospanagiotopoulos898]

the shadows behind taemin are there to be the black keys of the piano which is the theme of the video

[@leelovescoffee]

SHINee is the most unorthodox among all, and they're damn good at it.

[@RoJa713]

Please do the JUICE performance Video!

[@00tsnim]

yeah im waiting for react to the k too 😭😂

[@KaylahH]

I feel like since dont call me shinee has entered a new era, a grungy agressive hiphop style

[@toaster19_32]

10:38 that looks like a piano also to me

[@chuckt1139]

Wait till you see the video for Juice

[@cherylcoslett1279]

I’ve always loved SHINee…. Please no haters, but I believe he might’ve been shamed and this time about his weight loss…when I thought he was perfect… the voice and the person he is on the inside…I hope he recovers quickly but then again he needs time to heal…❤

[@txtzen]

woah Cool set pd

[@wiinnnn___]

🤍💎💙

[@DilucImpact23]

Onew is on hiatus and they shot it when he was off 😅

[@lou2679]

Onew is in hiatus for health reasons so he's missing in some parts of the mv 🥺

[@VATIISTA]

Karma - Blackswan💗💗

[@barsaroutray2751]

Hi.. please review WEi's Overdrive please.. it's a great song.. It's sad that u have reviewed every other song that got released after WEi's cb but left this masterpiece of a song

[@cahayaratuib]

FREEDOM BY JOOHEON PLEASEE

[@annw99]

key's killer next

[@rivkaelbaz1000]

Thank you for this reaction! Can you please check up the new TEEN TOP comeback please 🙏

[@LiveANoursishedLife]

From what I have heard the music writer of this song has done a lot for NCT and their sound. I saw another YT reactor make a joke saying that Shinee walked in and was like, we'll takt this, thank you lol. I also think they just want ppl to know they still have the stuff that made them what they are when they frist debute. They have won a few awards for this song and in Taemin's acceptance speech he was like, wow we're the old Idols, etc and thank you for waiting for us, etc. The stage was filled with the new groups of kpop with Shinee being the OGs. The blue I atributed to Taemin's Advice song where there is blue and Onew's performance of the song Rainy Blue. It was his first performance (this was yrs ago)after he had surgery on his vocal cords and months of healing and thought he should leave the group, etc bc he didn't think he would be able to sing again. Taemine plays the piano for Onew and it is a beautul performance. At the end Onew gets emotional and you can see the tears of happiness. He still had his voice but also took to heart the meaning of the song and the person who wrote it. The writer of the song is a Japanese singer who had the same surgery but unfortunately was no longer able to sing afterwards. Since they were in Concert in Japen it was a lovely tribute to the artist and the fans who were there.

[@nopahrefa4466]

Kenzie has written twice as many songs for shinee as she has for NCT, and no 2 catz has, as far as I can tell, only done one or two songs for NCT. Are you perhaps thinking of Dem Jointz, who wrote and produced Juice? (and also Don't Call Me) He's worked a lot with NCT.

[@LiveANoursishedLife]

@@nopahrefa4466 Thank you for the correction. I'm still learning. :)

[@dulcepineda7923]

EXO in Killing Voice

[@creolivia4830]

Onew is on hiatus.

[@Hull6-f5h]

Why are they keeping onew s health issue secret?

[@TayTks]

No one is obligated to tell you why they're ill

[@twisted_introvert]

I have a beef w/ SM regarding that last shot. There was absolutely no reason why they needed to exclude Onew since he was in other parts of the video. They would've done the whole dance for the group dance scenes he did do, so why they chose to use the one he wasn't in just baffles & angers me. 😠 My opinion is the opposite of PD's regarding the song. DCM is my least favorite SHINee title track & I was hoping it was a one-off. Hard is now my second least favorite; and by that I mean that both songs are 7.5/10 for me whereas pretty much every other SHINee song (including b-sides) is an 8.5 or above. SHINee's my favorite group, musically speaking, and I do love that they're always challenging themselves and never feel like they have to conform to trends; I'm just not nearly as big a fan of the hip hop sound as I am of....everything else they've done. I'm hoping that, like DCM & Atlantis, the repackage will be more to my taste and even more importantly, Onew will be well enough to fully participate in the promotions. I'll get back on Patreon in August to catch up on other content & catch the listening party because all the other songs on this album are FANTASTIC.

[@alantes]

Wonderful song by NCT. One of their best. NCT always shines... oh wait...

[@taemtastique]

shinee already did NCT before NCT existed

[@RavenPZ-pn9eq]

You can only notice you only know Kpop since 2023 🤣🤣 Shinee did that before Nct exist... Poor Girl or boy

[@alantes]

@@RavenPZ-pn9eq They didn't do this derivative thing. So take your condescending and belligerent little attitude and save it to your parents. I hate insufferable kpop stans who whine.

[@robertlambregts3228]

I don't hate it, but i'm just not feeling Hard as a song. it's NCT meets Super M to me, but not on the same level. it's good, but as an audio only track, it's all over the place and I don't enjoy listening to it. Same with Juice btw. The rest of the album is dope.