aespa – "Rich Man" MV Explained: Why “I am a rich man” became the whole point
A super clear, fan-first Artist/Song/MV Explained: what “rich” really means here, how a film director + star actor cameo sets the mood, and the exact on-screen clues to watch.
Source: Official aespa YouTube (© SM Entertainment)
Table of Contents
Watch the official music video for "Rich Man" first:
TL;DR
- Not about money: “Rich” here = composure + self-belief. It echoes Cher’s iconic line—“Mom, I am a rich man.” The hook is a mantra, not a flex.
- Why the trailer matters: Before the MV, aespa dropped a mini-thriller trailer (“I am a Rich Man”) directed by indie filmmaker Lee Ok-seop and featuring actor Koo Kyo-hwan. It stages an extreme situation (freezing, fear) to show what “rich” looks like under pressure: calm, steady, unshaken.
- Sound & cut: Gritty guitar hits + chant-style chorus ≈ stadium energy. The edit “punch-cuts” on downbeats, then breathes on the hook so you feel the confidence spread.
- Global note: This era also launches SM’s distribution tie-up with Capitol, signaling a bigger push overseas.
Quick Credits
- Artist: aespa (KARINA, GISELLE, WINTER, NINGNING)
- Album/Era: Rich Man – The 6th Mini Album (Released Sep 5, 2025 KST)
- Agency: SM Entertainment (global distribution in partnership with Capitol)
- MV Director: Rima Yoon (Rigend Film)
- Trailer: I am a Rich Man by Lee Ok-seop, starring Koo Kyo-hwan
- Title-track credits: Lyrics by Le’mon; Composed/Produced by Cody Tarpley, Rachel Kanner, Ben Samama, RYAN JHUN
The story you see on screen
First, the easy backgrounder (2 minutes): The MV shows high-impact images—cars, collision energy, stare-down closeups—while the trailer puts everything in a freezer-bowling-lane scenario with an actor who’s shivering and scared. aespa stay unnervingly calm. Put together, the message is simple: Being “rich” means you don’t wobble, even when the room is freezing.
Three acts to watch:
- Claim the frame: Tight lensing + chrome textures. The four enter like they already own the scene. No rescuer, no permission—just presence.
- Impact montage: Car-smoke cuts timed to the guitar; quick smash edits land on kicks and snares. These “traditionally macho” visuals are flipped: the camera serves their confidence.
- Victory walk: The last chorus plays like a parade. Notice the group formations widening as the chant stacks—visual shorthand for “I got me.”
Motif dictionary (watch & repeat):
| Shot / Motif | What it signals | What to tell a friend |
|---|---|---|
| Steering-wheel closeups, leather & metal | Control, agency | “No driver needed—they drive the plot.” |
| Contact-sport energy (scrum-style bodies) | Facing impact head-on | “Confidence is a contact sport.” |
| Freeze-room bowling lane (trailer) | Extreme test of composure | “Real ‘rich’ = calm under brutal conditions.” |
Lyrics & meaning
Hook in plain words: The chorus repeats like a stadium chant so you can claim it yourself: “I’m my own rich man.” That’s the whole thesis—self-sufficiency, not shopping lists.
Where it comes from: The phrase nods to Cher’s famous TV interview moment in the ’90s, where she flips the idea that a woman needs to “marry rich.” aespa borrow the line and reframe it for Gen-Z/Gen-Alpha fans: you are the asset.
Sound that matches meaning: Rough-edged guitar + gang-vocal layering give “chant power.” On screen, editors cut hard on drum attacks, then stretch time on the hook so the mantra lands.
“It’s not about money. The trailer puts an actor in a freezing bowling lane to show panic. aespa stay calm. Then the MV gives you car-smoke and power walks to the beat. The line ‘I am a rich man’ just means: I don’t need rescuing—I’ve got me.”
Behind the scenes & member insights
- Film-world crossover: The pre-MV trailer is by indie director Lee Ok-seop (Maggie), starring Koo Kyo-hwan (D.P.). That’s why it feels like a short film, not a teaser.
- MV’s visual DNA: Director Rima Yoon (Rigend Film) leans into maximalist, high-impact frames—fast cut density on the riff, breath during the hook.
- Members’ message in press: In release-week interviews, aespa stress the mindset angle: “rich” = confidence and self-trust. The opening line answers the classic advice to “find someone who gives you everything” with “that someone is me.”
- New global chapter: This is the first mini under SM’s Capitol partnership for broader U.S. distribution.
- Stages you can watch now: Music Bank (Sep 5) and Inkigayo (Sep 7) performances show the chant working exactly as designed—crowd-ready.
Safety note: Where specific stunt/VFX methods or set locations aren’t officially listed, we describe only what’s visible on-screen and credit only confirmed creatives.
Fan takeaways
- Stream & rotate: Watch the Trailer → MV → BURST Film order once; it makes the message click.
- Learn the mantra: Practice the hook as a crowd chant. It’s built to echo in arenas.
- Share the 30-sec script: Convert a non-fan with the mini explanation above.
- Related reads: Explore our aespa archive or more MV Explained posts.
Essential facts
- Release: Sep 5, 2025 (KST)
- Album: Rich Man – The 6th Mini Album (6 tracks)
- Length (single): ~3:17
- Key/BPM (approx.): Minor key; ~110 BPM (live/arrangement may vary)
- MV Director: Rima Yoon (Rigend Film)
- Trailer: I am a Rich Man — Director Lee Ok-seop; Actor Koo Kyo-hwan
- Global distribution: SM Entertainment × Capitol partnership
- Music shows: Music Bank (Sep 5), Inkigayo (Sep 7)
Sources & credits
Official and reputable references you can click:
- Official YouTube: “Rich Man” MV · Official playlist (Trailer/BURST Film)
- NME interview (meaning & era)
- Chosun Biz (Eng): trailer setting & concept
- Allkpop: Lee Ok-seop × Koo Kyo-hwan trailer
- Music Bank stage (Sep 5) · Inkigayo stage (Sep 7)
- Spotify: single page
- Wikipedia: EP & track credits
- Hits Daily Double: SM × Capitol
- Chordify (teaser approx. key/BPM)
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