Orange Caramel's “Catallena” MV: Why is KBS So Against It?

Controversy revolving around music video ratings is endless - another, involving Orange Caramel's "Catallena", has been raised this year. Although deemed a G-rated music video by MBC and SBS, KBS ruled "Catallena" not appropriate for public broadcast, stating that the music video made light of human life.

"Catallena" is a Indian-style disco song employing Pakistan's Punjab tribal song "Jutti Meri". The catchy rhythm and cute choreography make the song true to Orange Caramel's true colors.

But KBS expressed disapproval of Orange Caramel's theme. Ruling the music video as "inappropriate for public broadcast," KBS pointed to the sushi theme, stating that the theme made light of human life.

In the music video, the members of Orange Caramel are dressed up as sushi rolls to be sold in markets; the process of the three members, portrayed as singing mermaids, being sliced on a cutting board into sushi was frowned upon by the board at KBS.

On the seran-wrapped package containing the three mermaids, a price tag of $4 is placed, while a $78 tag decorates the package of the squid-turned-comedian. The mermaids, left unsold, are eventually priced at half value, and later are sold out on revolving dishes at the sushi store.

KBS, due to its position as Korea's main public broadcasting agency, has stricter standards in comparison to MBC or SBS. But Orange Caramel's agency Pledis Entertainment pleaded its case stating that MBC and SBS ruled the MV as acceptable: "We will edit the music video to resubmit for approval".

Controversy regarding the rating of the music video sparked public dissent. Professor Jin Joong Kwon stated: "I thought the music video wasn't bad. The people that state that this MV makes light of human life are the true poisons in today's society".

It is true that Orange Caramel's "Catallena" involves a provocative theme. However, the music video does not make light of human life but is a witty portrayal of the society we live in - we are all placed above the cutting board called society, packaged and priced at a certain value to be sold off.

One music critic expressed confusion at KBS' ruling: "Look at society - the mermaids sold as sushi in this music video is actually a parody of our achievement-focused society. Anyone who lives in today's society will be able to feel a bitterness in one's mouth; this music video is an accurate depiction of reality".

The critique also continued: "This MV makes us come face to face with our reality; although it may be uncomfortable, it's unacceptable to rule the music video as inappropriate".

Tags
Orange Caramel
Catallena
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