Often nicknamed the "sunshine" of Korean septet BTS, rapper and dancer j-hope has officially shown us that it's possible to be a light without being limited to one emotion. His highly anticipated debut studio album, entitled Jack in the Box, dropped July 15.

The project was teased to show a darker and more mature side of j-hope, and the end result is just as enjoyable as one could imagine. The rapper's previous 2018 mixtape, Hope World, and 2019 single "Chicken Noodle Soup" featuring Becky G were high energy and danceable, but j-hope has graduated to a new level of artistry that transcends any limits previously placed on him. 

The album contains 10 tracks, including the hip-hop-inspired and rock-infused lead single, "More." On his fiery second single, "Arson," j-hope poignantly tells haters to "f off" and details his journey as a popular music act. He continues to explore various emotions with raw honesty throughout the rest of the tracks on Jack in the Box,* including "Pandora's Box," "STOP" and "Future." 

Just two weeks after the release of Jack in the Box, j-hope will bring the album to the stage at Lollapalooza on July 31. It marks a history-making performance, as j-hope will be the first Korean artist to headline a major music festival. 

In the meantime, witness j-hope's growth on his new album, and check out 5 key takeaways from Jack in the Box below.

The Songs Are Short But Sweet

At exactly three minutes, "More" is the longest track on Jack in the Box.In total, the album is a concise 21 minutes and 41 seconds long, with most songs falling between 2 and 3 minutes. The shortest song is the intro, which is just below a minute long at 58 seconds. The length makes it extremely easy to stream over and over, while still packing a lot of gems.

j-hope Isn't Afraid To Take On Social Issues

On a standout track called "=(Equal Sign)," the message of equality is loud and clear. The song celebrates our differences and champions diversity, all while encouraging listeners to be aware of and fight against inequality. With lyrics like, "The world's so big/ But people's minds are narrow" and "Hate will paralyze your mind/ Gotta see the other side," the song makes a strong case for tolerance across age, gender, nationality, and anything else that sets us apart.

With the platform j-hope has, his choice to uplift different communities is admirable and will surely touch the hearts of many. Social change has always been at the core of BTS, so this is an unsurprising yet welcome message to receive. 

He's A Student Of Hip-Hop, But Still Versatile

The influence of '90s hip-hop is apparent throughout the project, and feels very fitting for the rapper — despite differing sonically from his previous mixtape, Hope World. Take a deeper look, and it's clear from the production and lyricism that j-hope has taken note of what makes a great hip-hop album, with genres like R&B and rock sprinkled in. 

He adds his own flavor, but tackles the rebellion and societal critique that is key in the genre, even more specifically from the '90s. On tracks like "=(Equal Sign)" and "Future", j-hope harmonizes like a natural born singer, further showcasing his versatility. His voice is laced with passion as he bounces between rapping and singing throughout the 10 tracks.

"What if…" Samples '90s Hip-Hop Legends

If you take a look at the credits for the song "What if…," you'll see the names R. Jones (Ol' Dirty Bastard) and R. Diggs (RZA) of Wu Tang Clan. That's because the song samples ODB's 1995 song "Shimmy Shimmy Ya," which the two co-wrote. The legendary artists are well respected for their contributions to music, and it's only fitting that j-hope would want to include a piece of that legacy on his debut album.

"Chapter 2" Is Officially Here

The release of Jack in the Box ushers in BTS's new era where they focus on individual projects. j-hope's maturity is exhibited in a compelling way on this album, and shows how much he's grown in confidence as an artist over the years. 

After establishing a persona that's bright and cheery, j-hope took the leap of going in a completely different artistic direction for his debut project. The rapper showed that he's not going to let society or expectations affect how he makes the music he loves. 

While there's something for everybody on the 10 tracks, ultimately, this project is a personal milestone and a re-introduction to j-hope's world. Thanks to Jack in the Box, it's clear that j-hope has a bright future ahead of him, both as a member of BTS and as a solo act.

ENHYPEN On Trying New Sounds On 'Manifesto: Day 1': "We Worked Really Hard To Show An Improved Version Of Ourselves"

South Korean indie rock band the Rose have reached new heights over the past year. The quartet — which began six years ago as a group of street performers — have toured the world and performed at major music festivals including BST Hyde Park and Lollapalooza, but have never forgotten their busking roots. 

During a Lollapalooza midnight aftershow, the Rose went back to basics: They did away with their setlist and instead took requests from the audience testing their improvisation and memorization skills. 

Known for creating vulnerable, emotional songs in both English and Korean, the Rose are continuing to expand their sound. Their recently-released second studio album, DUAL, reflects on their past, present and future.

"I think experimenting with music and trying to connect different genres is really fun as a writer, and to showcase our personality,” said the Rose’s leader, vocalist and guitarist Woosung in an interview with GRAMMY.com. 

The Rose's busking origin story is unique among Korean groups, many of which are formed by entertainment companies. Keyboardist, guitarist and vocalist Dojoon and bassist Jaehyeong first connected busking in the same neighborhood drummer Hajoon and Jaehyeong were working with the same entertainment company. The trio then formed a band called Windfall — now the name of the Rose’s self-made label — and later recruited Woosung. 

The Rose made its official debut in 2017 with the soft-rock ballad "Sorry." The song reached No. 14 on the Billboard World Digital Songs Sales chart, and was named among the best "K-pop songs of 2017." The band's debut album, HEAL, followed in October 2022. 

The Rose caught up with GRAMMY.com over Zoom in Seoul to talk about their new album, their musical influences growing up and preparing for their upcoming North American tour, which will see them playing some of the biggest venues of their career thus far.

What is the story you wanted to tell with DUAL after the release of your first album, HEAL?

Woosung: HEAL was definitely us coming back after a hiatus. We really wanted to heal through our music and writing it and the whole process of reminding ourselves why we love music and why we love doing music. In terms of the sound, it was more natural. We wrote what we felt. 

DUAL, I think, is a little more intentional, in a way where we are giving two sides of a genre and two sides of a tone that we want to present to the audience as the Rose. There’s a dawn side and a dusk side. It’s really showing the listeners the duality of our music, and why it could be dark but also why it could be bright. 

Can you elaborate on those two representations of the Rose?

Woosung: Dawn side has more daytime vibes, happier, easier. Dusk side is a little bit darker in a way. 

I think our music always did showcase both sides. "Sorry" would be more of the dusk side. Our song "Red" would be more on the dawn side. Whenever we wrote an album, I feel like we always had a dawn and a dusk side. We wanted to showcase that we are capable of both and this is where our music is headed. I think it really depends on the person hearing it. 

What can you share about your latest single "You’re Beautiful"? 

Woosung: We’re saying that beauty is just a state of mind. We believe anybody should be beautiful in their own way. There isn’t one statement or one face or one thing that makes a person beautiful in this world. There are many things that could be beautiful. And that's why we believe that beauty is just a state of mind. You are all beautiful in this world, no matter what race, what gender.

Dojoon: When you go to an art museum, it’s like somebody thinks something is ugly, but someone [else] thinks it’s very beautiful. That’s what we want to talk about here. 

Your other singles sound quite different. And you’ve mentioned before that this project is meant to show a more amusing side to yourselves. Was that why you decided to incorporate some dubstep in the middle of your song "Alive"?

Woosung: Yeah. When we let our team hear that song with that part attached, not all of our team agreed that it was a good rendition of the song. However, the four of us definitely felt like we wanted something like that in there. I know it’s so random, but it also works so well with the song. [Laughs.] 

I think we're just influenced by going to a lot of festivals, looking at different artists and enjoying their concerts or DJ sets. We wanted to just try something that was not always on the same line as what you would expect. 

"Back to Me" takes me back to the pop-punk songs you’d hear in the early 2000s. The kind of song you’d yell out or release anger or tension with. 

Woosung: I think we grew up listening to alternative, pop-punk. We always had it in us to create something like that and sing it ourselves. It’s such a rock band song. We’re just bringing it back. 

What were some of the pop punk bands that you’d all listen to? 

Woosung: All Time Low, Boys Like Girls, We The Kings. Never Shout Never. All those bands. Panic! At the Disco. 

Jaehyeong: I was listening to Green Day, All Time Low. 

Hajoon: I used to listen to Bon Jovi or Green Day. 

Dojoon: Avril Lavigne, Green Day! Those kinds of legends. 

Hajoon: Muse as well! 

Woosung: My Chemical Romance.

You have also had a big year as a group, playing at big festivals  and completing  a world tour. What would you say this year has been like for your group?

Woosung: Going to these different festivals and seeing different people — not just our fans — enjoy our music, has put a lot of perspective in how we do music and how we want to take on the Rose in the future. I think performing in front of these crowds gave us a lot of good lessons. 

You celebrated your sixth anniversary the same day that you played Lollapalooza. How would you describe the moment, and being with your fans, known as Black Roses?

Woosung: Words can’t describe it. We said it during the show as well because we started out as a street performing band. If we did a club show, there were like 15 people and five of them were our friends.. So for us to celebrate six years of the Rose with I don’t know how many people, it was very meaningful. It showed how far the Rose brand and the Rose’s music has come. We’re just happy to be on the journey with our fans. 

A day later, you performed an aftershow with no setlist and took requests from the crowd. Where did that idea come from? 

Woosung: Just busking, street performing. We were just true to how we started. 

Dojoon: It was a back-to-back show in the same city. Obviously for Lollapalooza, there was a setlist for that. So maybe instead of doing the same thing over again the next day, why don’t we kind of have a little moment between Black Roses and our fans? We wanted to make something special. 

Was there a song that really surprised you during that show? 

Dojoon: There was a few fans who actually requested the first song we wrote together, which was "Photographer." We didn’t memorize it all perfectly. So that was all very interesting.  

Rock music isn’t something many people in North America would associate with the Korean music industry right now. Do you see the Rose playing a role in getting people to explore different genres from Korea? 

Woosung: I think rock has always been there, but not like how K-pop is famous. Right now, the music industry really does like more dance pop, and the culture has shifted a little bit that way. But [rock] bands have always been there. 

I don’t know if we’re really sparking anybody to become a rock band or anything. And if we are, we are very,very honored and will be happy that we could be even a little influence to the industry for more instrument-playing musicians. At the end of the day, rock, pop, ballad — it’s all just music. We’re just happy to do music in the way we love doing music. 

Dojoon: We really want to talk more about the spirit, like the rock spirit. You know, even rap stars or other pop stars say, "rock and roll" and "we are rockstars." I think now, Korea is more open and they’re starting to open up to the image of a band. Like the structure of a four-piece band. 

Woosung, you collaborated with BTS’s Suga on his latest album and featured on the song "Snooze." In his documentary SUGA: Road To D-DAY, he mentioned  the song was written with artists in mind, especially when it comes to not giving up on their dreams. I feel like that mirrors a lot of the Rose’s journey. What was that experience of being part of the song like for you? 

Woosung: For him to have advice on life was what was beautiful, because it could fit a lot of the general population and what people are going through this day even without music being a part of their life. We’re just happy to share the message of support. That’s what the Rose is, and that’s what the Rose’s music is always. And, that’s why I think Suga maybe felt like I would be a good fit to the song. 

When I first received the rapping parts and the lyrics of it all, I definitely had a feeling of warmth with the messaging. I wanted to do my best to write the best chorus that would fit his rapping with the right lyrics that would really portray the initial message better. 

You’re heading back to Canada and the U.S. soon. What are you most looking forward to in the coming months? 

Woosung: We’re actually practicing for the tour right now. We’re just arranging songs, practicing them and trying to get the right setlist and the right production. Our shows have been great, but this one is definitely a level up. 

It’s a whole new set with bigger lighting, bigger screens. We always had this in our head, but we just couldn’t make them come to life in the venues we were doing it at. I think music is just not for listening, but it’s also for seeing and [with] that comes bigger emotions. 

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Although they might seem like disparate genres today, K-pop and hip-hop go way back. Their link can be traced to a single nightclub in Korea: Moon Night. 

Located in Seoul's Itaewon neighborhood, Moon Night wasn't particularly remarkable among the many other bars catering to tourists and American servicemen at the nearby military base. However, in the late '80s and early '90s, the club was ground zero for the genesis of the nation’s first K-pop group and the founding of the country’s "Big 3" music entertainment labels. 

Moon Night is so crucial to the development of K-pop as we know it today because the club played music beloved by its target clientele: Americans. And in the midst of hip-hop's golden age, hip Korean audiences got hooked.

Over decades, that connection to hip-hop has developed and evolved to create the juggernaut that is contemporary K-pop. Today, the influence of hip-hop can be seen in K-pop dance, dress and even instrumentation.

Pioneering K-Pop On The Dancefloor

Where nightlife in Korea was long separated by nationality — Korean citizens had their own establishments, as did U.S. military personnel — a new kind of integrated club scene blossomed in the 1990s. For the first time, Koreans could legally patronize the same bars as American G.I.s. 

Around 1 a.m., clubs like Moon Night would transition from a "normal Korean club" to a foreigner haven, recalls Dr. Michael Hurt, an Assistant Professor at the University of Suwon's International College.

That Moon Night became the Ur of K-pop as we know it was chiefly because Black American soldiers patronized the club, which played hip-hop. As Koreans and Black soldiers socialized, a new culture of hip-hop dance, or "rap dance," and music grew. Dr. Hurt experienced the eagerness with which young Koreans learned hip-hop moves while visiting Moon Night in the '90s. 

Dr. Hurt — who is Black and Korean and has been living in country for various periods since the mid-'90s — recalls clubgoers asking to dance with him. They would follow along with every step. While hip-hop music was important to the progenitors of K-pop, Koreans at the time were most fascinated by dance moves, and the emphasis on dance remains an important aspect of K-pop today. 

By the early '90s, hip-hop had begun to egress its original audience and evolve into a new form. The cross-cultural connection happening at Moon Night was replicated across Seoul; Dr. Hurt notes that Koreans and Black Americans also found common musical interest at Blue Monkey in Sincheon and Golden Helmet in Hongdae.

Future K-pop heavy hitters like Yang Hyun-suk of YG Entertainment, Park Jin-young of JYP Entertainment, and Lee Soo-man of SM Entertainment were rumored to have patronized Moon Night. However, Dr. Hurt theorizes that if they were in the club scene they also visited other places too.

K-Pop's First Generation Of Stars: Born At Moon Night, Shared Online 

While hip-hop was largely inaccessible to Koreans in the 1990s, there were always dedicated Korean listeners. This young, niche community consisted of members like Seo Taiji, who brought rap dance to the public and became K-pop's first stars. 

Seo Taiji and Boys reportedly learned how to dance from Black American soldiers at Moon Night. (Yang Hyun-suk, who later on became the founder of YGE, and Lee Juno were the "and Boys" component of the trio.) Their example laid the groundwork for the second generation of K-pop stars. 

"[Seo Taiji and Boys] were like gods on earth," recalls Dr. Hurt. 

The members became the undisputed purveyors of hip-hop in Korea, utilizing American hip-hop, metal and punk to create a unique musical fusion. The practice of mixing and melding genres is the standard in K-pop to this day.

Seo Taiji and Boys' 1992 performance of "난 알아요 (I Know)" on a competitive TV show struck a chord with the nation's youth, effectively introducing hip-hop to the general public. The performance also filled a capacious hole left in the Korean music industry after the roll back of Emergency Measure No. 9 (which only allowed patriotic or "healthy" songs to be broadcast), which banned hundreds of songs from the likes of Bob Dylan, Johnny Cash and Eric Clapton. Therein, Seo and company brought a new sound to the previously restricted airwaves. 

Still, a lesser-known idol predates Seo Taiji and Boys' rise by a couple of years. Once again, Moon Night remains in the backdrop.

If Seo Taiji and Boys is K-pop’s first idol group then Hyun Jin-Young is K-pop’s first solo artist. Though his career was brief, Hyun Jin-Young "is generally credited with bringing hip-hop to the mainstream in Korea," says Dr. Crystal Anderson, Associate Director of Engaged Learning and African and African American Studies at George Mason University. On hits like, "슬픈 마네킹 (Sad Mannequin)," Jin-young sang, rapped, and performed dance moves, such as the Roger Rabbit, over a hip-hop beat. "Without him, you wouldn't have [K-pop] idols, but at the same time, Seo Taiji showed that it could be lucrative and popular." 

Artists like Hyun Jin-Young, Seo Taiji, and, later, H.O.T were at the forefront of Korea's "rap dance" scene in the mid-to-late '90s. At the turn of the century, hip-hop culture began to circulate even further via the internet.

"The young hip-hop community [in Korea] has always been pretty hardcore because they had to be to even get enough information to maintain community," Dr. Hurt notes. "[Things] like what are the new fashions, you had to be deep into it."

Youth were largely responsible for disseminating the burgeoning sound of K-pop. "Music ​is ​not ​becoming ​popular ​at ​church. ​It ​starts ​from ​some ​kid ​pirating ​a ​CD," says Kirsten Keels, a 2021 Fulbright Korea scholar.  

Online, Koreans could explore hip-hop even further. In BTS’ book, Beyond The Story, RM recounted learning  about hip-hop through interviews and documentaries about rappers posted on YouTube as a teen. His interest in hip-hop would later cause a ripple effect that would lead him to his current position in BTS.

"Legitimizing" Hip-Hop In K-Pop's Second Generation

By the second generation of K-pop, which roughly begins in 2003, the days of "rap dance" had fizzled out in favor of a distinct K-pop sound. However, hip-hop’s presence in the genre remains in the form of creating a designated rapper in each idol group.

Korean Americans also played a significant role in the "legitimization" of hip-hop and K-pop. "In the early days of K-pop, particularly with the idol groups, you would have one or more members who were Korean American. The idea was they were closer to the source material and therefore it was more authentic," says Dr. Anderson. 

This rings true for K-pop groups like H.O.T — Lee Soo-man of SM Entertainment's first massively successful group —  and 1TYM, which had Korean American members. Both groups have been cited as inspiration for groups like BTS and 2PM. H.O.T's successful formula became the blueprint for many K-pop groups. They industrialized the K-pop system, much as Motown developed its artists and hit-making processes. 

Hip-Hop Artists And K-Pop Idols: Past And Present

Decades after its inception, K-pop and hip-hop acts continue to work together. In 2004, Snoop Dogg and Warren G hopped on Jinusean’s track, "2 All My People." The song's infectiously funky beat made the two rappers' appearance feel seamless.

In 2010, Kanye West was featured on JYJ’s "Ayy Girl" (West also appeared in the music video). And two years later, Psy, who has been a lifelong fan of M.C. Hammer, performed the rapper’s signature dance move next to him at the 2012 American Music Awards.

K-pop and hip-hop royalty came together in 2013 when BIGBANG’s G-Dragon and Missy Elliott gave a mesmerizing performance of "Niliria" on "M-countdown", a weekly music program broadcasted by M-net.  It was a legendary moment in K-pop history because it brought together two highly respected rappers from different countries.

One group in particular has a slew of hip-hop collaborations – BTS. It doesn’t come with much surprise, since the septet’s CEO has openly stated "Black music is the base" of their musical identity. BTS and its members have collaborated with the likes of Nicki Minaj, J.Cole, Wale, Desiigner, Juice WRLD, and Lil Nas X (with whom they performed at the 2020 GRAMMYs). Recently, Jungkook, the youngest member of the group, made his solo debut with the song "Seven" featuring Southern rapper, Latto. The song hit No. 1 on the Billboard Hot 100.

In 2017, Jay-Z signed former 2PM leader Jay Park (who takes his name from the multi-GRAMMY winner) to Roc Nation. The following year, Park was seen at Roc Nation’s annual brunch where he snapped pictures with the likes of Beyoncé and Big Sean. His debut EP, Ask Bout Me, featured rappers such as 2 Chainz, Rich The Kid, and Vic Mensa.

Hip-hop’s influence on K-pop runs through the genre’s past, present and future. K-pop and hip-hop artists have always had moments of mutual respect. Even at the most unsuspecting times, the two genres have always found ways to collaborate. 

Understanding Appropriation

However, the earnestness with which K-pop takes inspiration from hip-hop has understandably been questioned. The topic of cultural appropriation continues to be divisive, and unanimous consensus a rarity. "One person's appropriation isn't necessarily another person's appropriation," says Dr. Anderson. 

Lately, the conversation around cultural appropriation in K-pop is commonly in relation to visual signifiers. Instances where K-pop idols have been in the hot seat include but are not limited to: ATEEZ’s Hongjoong wearing cornrows in promo images, BLACKPINK’s Lisa sporting box braids on multiple occasions, and MAMAMOO’s Hwasa donning a durag. While there's often swift backlash from fans, response from record labels is typically delayed — if they acknowledge the uproars at all.

In 2019 and 2020, respectively, former CLC member Sorn posted a picture of someone dressed in a mask that resembled a racist caricature, while Stray Kids' Hyunjin imitated a Korean cartoon character that was reportedly based on Black racial stereotypes. The latter eventually issued an official apology, while Sorn continued to get into hot water — most recently for a photoshoot where she flaunted an afro. 

These recent cases are just repeat offenses of longstanding practices. In the '90s, JYPE Founder Park Jin-young put backup dancers in blackface and afros. The Bubble Sisters infamously wore blackface for their debut cover art and corresponding promo pictures in 2003. 

BTS' J-Hope raised eyebrows with his remake of Webstar and Young B’s 2006 track "Chicken Noodle Soup." The 2019 track featured Becky G, while J-Hope appeared with a gelled hairstyle that resembled dreadlocks. While the look bordered on appropriation, Young B praised the song in an interview with Billboard. 

"People of all cultures know the song," Young B said."[J-Hope and Becky G] made it even bigger for this day and age. I’m very open-minded and I feel like [the remake] is good for the culture. It was created in Harlem, and now it’s a worldwide thing."

"There’s a legit reason for people to be angry because aspects of African American culture have been and continue to be appropriated… the problem with Black popular culture is [it’s] so damn successful," Dr. Hurt says."[It’s] so hyper-successful that in a way you can't make restraining claims on it. I don't think it's at all realistic anymore." 

Cases of appropriation can get harder to identify when there seems to be no clear signs of foul 

play. RAIN and J.Y. Park’s 2020 duet, "Switch To Me," is redolent of Bobby Brown’s 1988 tune, "Every Little Step." The beat, clothing, and dance moves show that Park Jin-young was inspired by Brown. 

"My baseline for a negative appropriation and misappropriation is a racial performance that mocks or demeans," Dr. Anderson adds. "We need to recognize that there's another perspective, not necessarily to excuse some of the more egregious cases of negative appropriation,. We can't use our American racial lens and just put it over this thing and have it make sense because there are other factors at play."

Sometimes the boundaries are pushed too far and are met with legal contention. In 2004, first-generation K-pop group Baby V.O.X released "Xcstasy," utilizing a freestyle Tupac made while incarcerated. The group’s label founder, Yoon Deung Ryong, vehemently denied the rumors that they illegally used the late rapper’s voice and likeness. However, reports from that time failed to corroborate their label’s defenses. In 2020, "Cupid Shuffle" singer Bryson Bernard accused and threatened to sue K-pop group Seventeen for their song "Left & Right" which sounded comparable to his 2007 hit. 

Over the past three decades, hip-hop has become part of Korea’s public consciousness resulting in the K-pop we see and hear today. The spark that Black American GIs, Seo Taiji, and hip-hop-loving Korean youth lit has exploded into a billion dollar industry. Although it can come at the cost of misappropriation and well-meaning appreciation, it ultimately shows the influence of hip-hop and Black popular music around the world.

What's Next For K-Pop? A Roundtable Unpacks The Genre's Past, Present And Future

K-pop recently entered its third decade since pioneers Seo Taiji and Boys upheaved South Korea with 1992’s nonconforming "Nan Arayo" — considered by many the inception of the industry. Propelled by the Hallyu (or Korean Wave, the phenomenon driving international growth and popularity to the country’s cultural exports), K-pop has evolved from a niche genre to a global scene whose influence is felt in music, fashion, business, tech, and many other fields.

Characterized by a strong visual focus, musical innovation that can include anything from reggae to EDM influences in a single song, knife-sharp choreographies, and devoted fandoms, K-pop’s reach outside of South Korea is nothing short of outstanding — if not expected. While mostly known for multi-member boy and girl groups (some with upwards to 10 singers), there are also plenty of soloists, duos, trios, and a few co-ed ensembles, ensuring that even the pickiest music listener can find something to enjoy.

Its idols — as K-pop artists are called — are inspirational, often skilled in singing, dancing, rapping, songwriting, and producing after years of arduous training. Many are fashion ambassadors to high fashion brands (such as BTS’ Jimin for Dior), and several have ventured into acting, modeling, and designing their own collections. Idols remain in touch with global fans through tours, fan meetings, virtual fancalls and social media, including  K-pop-specific paid apps, like HYBE’s Weverse and DearU’s Bubble, where they can send direct messages to fans detailing their routines and heartfelt thoughts.

All those factors contribute to the worldwide growth of K-pop. According to the International Federation of the Phonographic Industry, eight of the top 10 global album sales in 2022 were by K-pop acts, including BTS, Stray Kids, and ENHYPEN. For the first quarter of 2023, Billboard reported that stocks from K-pop's largest companies — HYBE, SM Entertainment, YG Entertainment, and JYP Entertainment — have risen an average of 75.1 percent year to date, surpassing both Universal Music Group and Warner Music Group, which each presented a decline. 

Ten years after PSY’s 2012 mania "Gangnam Style," K-pop has risen to the upper echelons of the music industry. A BTS music video nominated for A GRAMMY Award (last year’s "Yet to Come"); Fifty Fifty’s viral hit "Cupid" can be heard on the radio; BLACKPINK headlined Coachella and TWICE sold out Los Angeles' SoFI Stadium.  Each a feat that seemed impossible not too long ago.

Moving at breakneck speed, K-pop continues to present a new evolution of itself within each year. But what makes it so enticing? And what awaits in the future? GRAMMY.com invited several leaders and luminaries of the industry to discuss its current state, demystify some of its biggest misconceptions, and celebrate its magic.

Quotes from these interviews have been edited for brevity and clarity.

What do you think are the key elements to make a K-pop hit? Have these elements changed throughout the years?

Vince (singer/songwriter/producer under THEBLACKLABEL, an associate company to YG Entertainment): Being a Korean American living in Korea gave me cultural influences that are unique and diverse. With so many creatives from different backgrounds just like mine, I think we’ve been able to make songs that blend all those influences and resonate with not only the Korean audience, but the global audience too. Also, our emphasis on making the right visuals to provide a wholesome experience was a major key to success. I think this approach hasn’t changed and we will continue to do that moving forward.

Marion Van der wees (manager/A&R consultant at VDW Music Group, who placed songs for BTS, TXT, and more): Honestly, nowadays, nobody knows what a hit is. Lots of songs have gone viral in the most surprising ways. Fifty Fifty, who recently debuted, is now topping the global charts with their song "Cupid." However, the ideal recipe for a great K-pop song would be a catchy hook/chorus — which is usually in English so more people can sing it — and a danceable song that can bring on a choreography that is infectious enough so people want to learn them and make TikToks.

Nayeon (singer/songwriter, TWICE member): First, I think we were lucky enough to have amazing songs. "Luck" plays an important role when making a hit. Also, there has to be a concept, choreography, and additional content to support it. I don’t think these factors change with time drastically, but rather our attitudes and minds tend to change.

Adrian McKinnon (songwriter, producer): I think it's important to love what you're working on, period. In any career, there comes a point when a person can just phone in an idea, a letter, a proposal, etc. You may be able to get away with that once or twice, but if you get used to operating in that manner, don't be surprised if you get fewer and fewer calls over time. When you love what you do, you grow. When you float along half-assing your work, you're stagnant.

Wonderkid (songwriter/producer under BELIFT LAB, a label founded by CJ ENM and HYBE responsible for boy group ENHYPEN): It is difficult to make a public appeal solely through the power that a track holds. When the concept and plan go hand in hand with the track, it creates a synergistic effect.

There are definitely certain trends during certain periods, but it’s mostly a façade. At the core of high quality music (or art) in any era lies in the essence of "beauty." I think artists should always be humble when it comes to the beauty of art, which is the only definite signpost that connects the past, present, and future.

Changbin (singer/songwriter, Stray Kids member): I think that keeping our style consistent while venturing into diverse sounds is part of what allows people to listen to our music. At first it was difficult because our color is very strong, but now we have a solid idea as to what direction we have to go in. [Editor's note: "Colors" are often used in reference to a group's charms, musical identity and appeal.]

HAN (singer/songwriter, Stray Kids member): Trends change very quickly these days, so while I do believe that there are certain sounds that are trending, I don’t necessarily believe that trends are what make a good song. The fact that Stray Kids’ music is always consistent is the reason why listeners are interested in us. A successful song should contain something familiar yet fresh.

Felix (singer/songwriter, Stray Kids member): I don’t believe we’ve found the key elements to make a K-pop hit yet, but we do have our own way of making our own music. We understand and can express our colors well.

Although K-pop reached unimaginable heights since its origins, it's still an industry that is often misunderstood. Why do you think it's so hard for people to appreciate the true value of K-pop?

Vince: I think idols get misunderstood because they have to present themselves in the media in a lot more diverse ways than a conventional artist would. Most of them are people that have been training to do music for years and are just like any other artist who go through the process of making music. A lot of times, for me, it was a cooperative effort in the studio with artists —  just like with any other writer and producer.

Shin Cho (Head of K-pop at Warner Music Asia): I simply see it as stereotypes, misunderstandings, and preferences from people who come from a different background. This occurs in many industries, not just music. 

One might think a self-producing singer/songwriter is a better artist than a K-pop group. Although the scene is continuously evolving, K-pop idols are more closely monitored and coached by talented and experienced professionals, compared to other genres. It’s an approach that has created its own successes, but I see why it’s a method that not many can agree on. 

McKinnon: I want to preface this answer with my belief that K-pop idols are some of the hardest-working people in show business. I've spoken to some of my idol friends about their daily routines. Let's just say they are very, very busy people.

I think it's multi-layered. People know that idols work within a system of creators, stylists, choreographers, taste-makers, and directors who, more often than not, put together all the ideas for them. I've heard of people challenging their authenticity because of this. I don't think this is fair, because systems like this exist outside of K-pop as well. It's also important to mention that there are many K-pop idols who have more hands-on with their projects.

Simon Jakops (CEO/Executive Producer at XGALX, responsible for girl group XG; former member of boy group DMTN): Being involved in the K-pop scene for over 10 years, I believe that idols are true artists. For the K-pop system, there is an element that is considered as important as talent, and it is "spirit." A true artist won’t lose the grit to walk their own path.

I have been in charge of producing and directing XG, a girl group with all-Japanese members currently active in Korea, for the past six years. It took five years for them to debut. Out of 1,300 applicants, only seven made their final debut. I believe K-pop stars' challenging spirit and dedication [to the process] are one of the most basic virtues an artist should have. And I hope that these qualities will be evaluated more properly.

Dom Rodriguez (SVP/Head of SM Entertainment USA): I often find myself comparing K-pop idols to professional athletes: people who work and strive for years and years to take raw talent and develop it to the highest level. When people take a moment to understand the dedication, commitment, and passion that goes into becoming a K-pop artist, they quickly learn how to appreciate that and any of those other thoughts they might have are put to rest.

Many media outlets spread harmful narratives about K-pop. Claims of it being a "factory system" or that it hides a "dark side" worse than any other field only flatten and dehumanize the very real humans behind it. What would you like to say about these misconceptions?

Vince: We have so many people trying to be "in the system" to become artists, but it’s really a select few that get to come and go through the training program. As far as I’m concerned, I haven’t witnessed any dehumanizing process with the "system" at all.

Cho: Incubating and developing a K-pop artist is a massive investment. It’s a business that cannot be operated without real humans’ dedication and commitment. There were cases where "factory system" and "dark side" happened, but at least in this new K-pop era, no labels that carried over some of those bad practices have survived.

Wonderkid: To understand the misconceptions about the K-pop industry, you need to understand the situation in South Korea, both past and present. The word "factory system" brings an image of a cold factory full of machines churning out products without any passion. [If it were,] the public would see right through it and turn away immediately. If "factory system" pertains to "well-organized systems in place to do multiple tasks simultaneously," then I would agree with this specific concept.

Earlier this year, HYBE's Chairman Bang Si-hyuk said in an interview for CNN that "K-pop is not as hot in the market as you might perceive," and was concerned about its slowdown in growth. Is this something you are also experiencing in your work?

Van der wees: On the song side it’s the opposite. More than ever, competition is at its peak, in my opinion. A lot of people reach out to me to work in K-pop, and it feels like it's fast growing.

Wonderkid: As a producer, I may not be fully aware of the business side of the K-pop industry like Chairman Bang does, but I respect his insights and do not take his concerns lightly. I am constantly studying and playing with different musical genres and trends to keep K-pop up to the latest trend. Quality content will yield results and putting all of my effort into creating quality content is the most I can do.

Jakops: Rather paradoxically, Chairman Bang's quote proves the huge influence K-pop has in the current global music market. The most fearful moment could be when you are receiving the greatest love. As a producer myself, I always focus on "novelty." Whatever the element, I would like to propose an idea that has not been seen in the existing K-pop scene. Fans are also waiting for that kind of music. New sounds, new members, new visuals, whatever.

With the advent of AI, the music industry will likely experience changes. In what ways do you think AI will impact your work?

Vince: I am very fascinated by AI technology, and it will definitely impact the music industry and my work. Now that AI-generated voices can sing anything, I do think it is very dangerous, because I don’t think there are set laws regarding the ownership of voices and the ownership of rights to AI-generated intellectual properties. How we set the rules on these matters will shape how AI will impact the industry.

Van der wees: If AI starts writing songs and labels want to go that route, we will be in trouble. But we are humans and we connect deeper on a human level, a.k.a imperfection. Collaborations between writers, producers, and artists are such a fun process that will hopefully never go away.

Cho: I think AI could enhance and open up new opportunities in different areas of the music industry. On my marketing team, for example, we have started to encourage utilizing ChatGPT in administrative works, translations, and supporting creative problems. I believe that AI technology can potentially become a new day-to-day ritual, like using the Internet and social media.

Wonderkid: AI can be a good tool for first-level reference, where you don't need to go through complicated, emotional steps, and I look forward to seeing how it develops to be a creative tool. However, as someone who works in the industry, I don't think it's had a significant impact yet. 

I think creators and the public alike read and love "subconscious messages" embedded in art, but there is no "subconsciousness" in an AI's work. It looks good on the surface, but we recognize what is missing in half a second. I think of it as falling in love with a robot: it may someday be possible, but it would take a very, very long time.

Jakops: The rise of AI represents a paradigm shift in the music industry. AI can not only create melodies, write lyrics, or compose entire works, but it can also spot trends and influence creative direction through data analysis. You can see that they are already trying to introduce it into some fields, such as writing lyrics. It will also help redefine the way artists connect with their fans and deliver personalized experiences across multiple channels. 

I think AI will serve as an opportunity for human nature, originality, and creativity to stand out more. The challenge will be striking the right balance between harnessing the potential of artificial intelligence and maintaining the human element in music.

Although not every group can be an unprecedented phenomenon on a global scale, more and more K-pop acts have seen steady success promoting overseas, like TWICE becoming the first girl group from any country to sell out L.A.'s SoFi Stadium this year. Do you think it's essential for a group to chase global appeal?

Van der wees: I'm a big world advocate. It's more entertaining to chase global appeal, but not everybody has the budget for it. If labels see the potential for global success and have the financial support, they should definitely do it. There are a few groups, like ATEEZ, who actually have a bigger fan base outside of South Korea.

McKinnon: I think it's important for business, sure. With Bang Si-hyuk's notion that "K-pop is not as hot in the market as you might perceive," and from my experience of hearing some fans not liking the idea of their favorite idols globalizing, there may be a bit of a tug-of-war. In my opinion, K-pop groups going global will benefit the whole music industry.

Jakops: It is true that XG started their activities in the K-pop scene, where idol artists are most active, but in reality, the music that XG develops is called "XPOP." It contains the desire to develop music and activities that can be shared with people around the world, not limited to groups that express the musical characteristics of a single country.

Rodriguez: At this point, the genre is global. There are so many fans all over the world who love K-pop, and our acts have truly reached that global level. Because that appetite is there, as an artist, you would want to try to reach as many fans as possible. With all of the platforms available, you can reach millions of people at once with the push of a button and, if and when you can, show up to meet your fans in person across the globe.

K-pop is an extremely prolific market. How do you make sure your work stands out and maintains high levels of quality?

Van der wees: My writers love challenging melodies, lyrics, production, and strive for better each time. We deliver as great of demos as possible, and then it's in the label's hand to decide what they prefer and finalize the song with their in-house team. We sometimes won't even know a song will be released until a few days before the release date.

Momo (singer/songwriter, TWICE member): I'd like to know the answer to that as well. In my case, I try my best to pull off the concept of each song. Also, our members work hard to synchronize our choreography in a short amount of time.

Dahyun (singer/songwriter, TWICE member): We try to maintain TWICE’s identity, but also change it up a little bit to show different sides of us.

McKinnon: Be great. Take time to do it right. Be great. Utilize your network wisely. Be great. Maintain a positive attitude but be true to yourself. Be great. Don't be selfish. Be great.

Jakops: In the fierce market competition, the basis for establishing XG's unique identity is the character of each member who has been with me for more than five years. Music is an industry where people are more important than systems. I have been concentrating on the idea that discovering each member's character and bringing them to life can be our most important weapon. 

I emphasize teamwork; our team gathers ideas every day on how to make the next project bigger and better than the previous one. It requires a lot of time and effort, but it's no exaggeration to say that it's our everything. The only way to get better at something is to practice consistently.

Bang Chan (singer/songwriter, Stray Kids member): A lot of thought goes into the process, for sure. It’s pressuring to know that there are a lot of people out there expecting something big from us. However, enjoying that process and producing something new that people haven’t seen yet makes everything more fun and reduces the burden on our shoulders.

Lee Know (singer/songwriter, Stray Kids member): We continuously seek inspiration from everyday life. We also workout all the time to increase our stamina, which is something that really helps us pull through.

Some K-pop labels apply a "try everything and see what sticks" method for their artists. Do you think that having a solid identity is crucial for success?

Van der wees: There is a strategy behind everything. I think concepts are what make K-pop, K-pop. Some bands might have specific identities but it doesn’t stop them from having variety in their releases. Labels even create sub-groups nowadays to expand their sound and outreach. Each group has its specificity and there is a bit of everything for everybody. 

Cho: There are two ways to look at this. A negative way of looking is that there is no strategy and plan. A more positive way is that there is a flexibility in trying different things, even if they are outside of one’s comfort zone. Enhancing the mindset of the latter, and finding better solutions on the former, I feel like the K-pop industry can find a good balance to reach success.

Sana (singer/songwriter, TWICE member): In my opinion, regardless of a solid concept or sound identity, making music that the artist wants and enjoys is the most important. The fact that the artists themselves enjoy their music will be the biggest charm to people.

Chaeyoung (singer/songwriter, TWICE member): When you're a rookie group you can try different concepts and music, and naturally you’ll find your own team color. The longer I have been in TWICE, I have realized that. I wish people will be able to listen to a song and say, "That sounds like TWICE!"

Jakops: I firmly believe that only when all the direction of training, the selection of music, the crafting process, the visual works, and marketing activities are carried out with a solid, definite concept, the results that the public will love can come out.

Hyunjin (singer/songwriter, Stray Kids member): I think that once you find your own style, the identity of the group as a whole becomes much clearer, making it easier to win the hearts of fans. Diverse concepts and styles within this boundary will make everything less repetitive, adding to the uniqueness of the group.

I.N (singer/songwriter, Stray Kids member): I wouldn’t say this is the only way to success. I believe the most important thing is consistently working on improving your abilities. Without personal improvement, it will be difficult to succeed on larger scales.

Rodriguez: Every new project begins with the music. Music drives creativity. The instrumentation, the tempo, the lyrics, the concept of the song, this is what drives the vision. So, for us, it’s not "throwing something at the wall," but rather a creative process that brings a vision to life, which is then executed musically and visually and brought to the masses.

Why do you think there is such a focus in finding "the next generation" of K-pop, even though many artists thrive through multiple of them?

Mina (singer/songwriter, TWICE member): Each generation has their own trends and characteristics, so I think people divide them because they want to remember and cherish each specific generation by their own color. For "the next generation" people will want to do the same.

Jihyo (singer/songwriter, TWICE member): We would love to see everyone enjoying our music without too much focus on which generation it is.

Rodriguez: One view of looking at the generations of music is looking at an artist from their debut through various points of their career. From a company perspective, we are always looking at artists’ development, which is something that U.S. labels often don’t do anymore. We invest in talent, we invest in people, and we give them an opportunity to become the best they can be and achieve their dreams in the hopes that they will become leaders of that next generation.

Where do you think K-pop is headed in the next few years?

Jeongyeon (singer/songwriter, TWICE member): Nowadays, all K-pop acts are beautiful and talented, so I think it would be great if we could see more music and concepts that suit their age.

Tzuyu (singer/songwriter, TWICE member): I'd like to see more collaborations between artists, because I think it's a very unexpected, fun element.

Vince: We don’t call pop music from America "American pop", we just call it "pop." I think music is going to lose its regional borders and music from anywhere will eventually be able to be called just "pop" as long as it’s a hit record. The lines will be blurred and, eventually, names like K-pop, Latin Pop, Afropop will just become "pop."

Cho: K-pop is at a crucial time for the next evolution. It’s hard to predict what’s next, but what I suspect to see is "k-Pop," where "K" is less emphasized than "pop." There will be more hybrid formats of music coming out, and I hope that the K-pop industry can be a leader in this field.

Wonderkid: K-pop will maintain its appeal because it’s on a solid foundation that has been built up over a long period of time. K-pop has been developed in Korea, but will be adopted in multiple countries. It is already happening, young listeners around the world will aspire to be K-pop artists as they grow up. Not all of them will be able to audition and train in Korea, and each country will develop their own versions of K-pop. That will give birth to new music and culture, just as hip hop and rock have influenced the music industry across the globe.

Seungmin (singer/songwriter, Stray Kids member): I do hope that we, Stray Kids, will be at the forefront, leading the way. It’s difficult to imagine what it would be like as the world is changing at a very fast rate, but I’m looking forward to seeing a more futuristic side of K-pop.

Rodriguez: As excited as I am about the many successes that we have had within SM, and the many successes the genre has been able to celebrate in recent years, I firmly believe that we are just getting started. We are at a place where everybody knows that K-pop is here to stay as an important part of pop culture. I know we will continue to see more and more artists from this genre influencing the culture of music globally.

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BTS may be on a temporary hiatus, but the ARMY hasn’t gone anywhere. On June 17, an estimated 400,000 people gathered in South Korea’s capital Seoul to commemorate a decade of the spectacular, five-time GRAMMY-nominated K-pop band.

At “BTS 10th Anniversary FESTA,” tens of thousands of fans enjoyed immersive exhibits — including a BTS history wall, the band’s onstage costumes and dedicatory sculptures of Jin, Suga, j-hope, RM, Jimin, V, and Jungkook.

Read More: Breaking Down Every Solo Act From BTS: Singles, Debut Albums & What's Next For The Septet

Below, check out some photos — and social media outpourings — from the astonishing event.

All photos by Anthony Wallace/AFP via Getty Images.

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