BTS’s J-Hope, also known as Jung Hoseok, recently released the much-anticipated music video for his new song, “Sweet Dreams,” featuring Grammy-winning artist Miguel. While the song itself has been met with widespread acclaim, the music video has sparked a heated debate among fans, leading to significant backlash against BIGHIT MUSIC.
The controversy centers around the use of generative AI to create certain scenes in the music video. Fans were quick to notice the AI artist credited in the video’s description, which led to an outpouring of criticism on social media platforms. Many fans expressed their disappointment, arguing that a label as prominent as BIGHIT MUSIC should have the resources to hire a human graphics artist instead of relying on AI technology.
ARMYs, the dedicated fanbase of BTS, have long been vocal about their opposition to the use of AI in the group’s projects. They believe that such practices undermine the artistic value and authenticity that BTS stands for. This sentiment was echoed by several BTS members, including RM and Jungkook, who have previously voiced their concerns about the growing trend of using AI in art.
One fan commented, “That company has no shame employing AI ‘artists’ and using it everywhere, especially given that their own artist has spoken out against it”. Another fan expressed frustration, saying, “Noticing AI as I watched the MV left a sour taste in my mouth. The transition from the bathroom to the car was already a mess… I love Hobi's aesthetic and visual world in all his projects, but whose choice was it in Hybe to push AI this hard in this MV? WE DIDN'T NEED THAT”.
The backlash highlights a broader debate within the music industry about the role of AI in creative processes. While AI technology offers cost and time efficiency, many artists and fans argue that it cannot replace the unique touch and emotional depth that human artists bring to their work.
As the discussion continues, it remains to be seen how BIGHIT MUSIC will respond to the criticism and whether they will reconsider their approach to using AI in future projects. For now, J-Hope’s “Sweet Dreams” stands as a testament to the ongoing tension between technological innovation and artistic integrity.