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Introduction
Korean hip-hop, otherwise known as K-hip hop, is a subgenre of hip-hop music from South Korea. The audience listens to hip-hop primarily as underdog music, the voice of the disadvantaged (Song, 2019). The hip-hop originated in South Korea and canonical themes in hip-hop glorify the established way of life of the rapper. Thus, it is essential to establish the culture and evolution of hip-hop in South Korea.
The Culture and Evolution
It is a genre of music emanating from South Korea as the domain of South Korean culture. The 1990s started to change Korean society, particularly in the music industry. Bands began to appear that broke stereotypes and introduced the public to new genres of music. Solid is a South Korean R&B and hip-hop trio. The first album was not a success because the public was not ready for the American sound, and Koreans, in general, were not familiar with the hip-hop culture of African Americans (Song, 2019). Then the artists took a different approach and released songs with a Korean melody mixed with a Western beat; this kind of music appealed to Korean audiences.
Seo Taiji and Boys are also considered the founders of k-pop. The group brought a new, fresh perspective to music. They became famous because of their performance at one show. However, the judges gave them a pretty low score because the music and dance moves were not typical for Korean audiences; rap was a new genre. However, radio stations started broadcasting their song I know, and they became famous in just a weekend. Their style of dress, music, and demeanor all made it stand apart (Song, 2019). It was what young people wanted at the time: they talked in their tracks about essential issues that were familiar to young people. The albums were a real boon, as they combined songs from different genres (rock, rap, ballads, pop, etc.); their formula for success is still used today.
Later, in 1996, the concept of idol was formed. H.O.T is the first such group; the k-pop subculture has a number of terms that every fan should know. The English word idol means ideal, deity, or, more simply, one s idol (Song, 2019). One has to fit within a specific framework in order to become one. For example, in South Korea, thinness, cute appearance, white skin, and manners are valued. One has to approach fans with a sense of awe. One can find a K-pop band for every taste in todays world. Many music companies are still at the top of the list, but the Big Three are YG Entertainment, SM Entertainment, and JYP Entertainment. They hold auditions worldwide; therefore, not only Koreans have a chance to become an idol. However, because of that, the competition increases. It is not enough just to sing and dance; it is also essential to have a perfect look and an excellent reputation (Song, 2019). Knowledge of foreign languages, mainly English and Chinese, is a huge advantage. Companies have become a real conveyor belt for the production of bands, which debut almost every week.
The most famous K-pop group is still BTS from Big Hit. The band is becoming famous enough to climb the U.S. Billboard charts. In 2017, the musicians surpassed the worlds pop stars and won the award for Best Artist on Social Media at the Billboard Music Awards (Song, 2019). At the time, this caused much outrage from the American society: some supported the idols, while others were outraged that foreigners received the American award.
Conclusion
Therefore, Korean studios have established a near-industrial production of K-pop stars. Accordingly, hip-hop in South Korea has developed considerably and is now internationally renowned. In the early nineties, though, it was hard to believe that mixing traditional Korean and European motifs would work. Not every international star can boast of such popularity. Seoul has become a fashion capital, and the streets are increasingly full of foreigners for whom South Korea has become a second home.
Reference
Song, M. (2019). Hanguk Hip Hop. Springer International Publishing.
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