noonbeat
Joyce Lin
Noonbeat is an active, collaborative Youtube channel that uses dance performance, design, K-Pop, and videography as an outlet for self-expression. noonbeat is operated by a group of friends that share a love for choreography and Korean Pop music. Using play-on words with the English romanization of "the light of one's eyes" (literal translation) in Korean, noonbeat (romanization: nunbit) explores themes of Asian-American identity and nostalgia in its videos and brand identity that span across multiple social media platforms.
The branding and social media assets combine influences from Japanese city pop, “Sailor Moon," 2000s hyperpop, and bubble-gum aesthetics to create a dreamy, nostalgic, and unapologetically feminine visual system. The branding extends to physical forms such as stickers, posters, postcards, and t-shirts.
Each video represents the collaborative effort of dancers, videographers, editors, and designers (many with overlapping roles). Production on each recording takes a minimum of two weeks, beginning with the casting of members and a minimum of eight hours of rehearsal to learn the choreography and blocking. The dance cover is then shot in a public location that has enough space and lighting. Performances have taken place in Times Square, Washington Square Park, and Brooklyn Bridge Park. Finally, the editor finishes the video and queues it for upload a week later.
With a growing subscriber audience of 9.2 thousand on Youtube, the goal for noonbeat is to spark joy for the viewers online and in real life, while proudly occupying space digitally and physically as a Asian-American woman-operated organization.