Aria van Weye 
In recent years, the Korean Alternative music scene, particularly the K-Hiphop industry, has faced a devastating decline. What was once a vibrant and unique movement has now become a shadow of its former self, succumbing to the very pitfalls it once stood against. This article delves into the reasons behind this downfall and how the K-Hiphop community, in particular, has been riding on the coattails of the K-Pop industry with zero originality.
Riding the K-Pop Wave: A Lost Identity
K-Hiphop, which once prided itself on being an authentic and raw alternative to the polished world of K-Pop, has tragically lost its way. Instead of carving out their own paths, many artists have traded their unique sounds and styles for a chance at mainstream popularity. This relentless pursuit of fame and fortune has led to a homogenization of the genre, where distinctiveness is sacrificed on the altar of commercial success.
Gone are the days when K-Hiphop was a rebellious force, challenging the status quo and offering a refreshing break from the glittering facade of K-Pop. Today, many K-Hiphop artists are indistinguishable from their pop counterparts, with their music and image tailored to fit the mold of mass appeal. This shift has alienated the original fans who were drawn to the genre for its authenticity and uniqueness.
The Betrayal of Original Fans
The very essence of alternative music lies in its commitment to being different, loud, and unapologetically in-your-face. It is a genre that thrives on staying true to its ethics and values, challenging societal norms, and pushing the boundaries of conventional music. However, the current state of K-Hiphop is a far cry from these principles.
Many fans have lost faith in their favorite artists, who seem more concerned with donning designer clothes and cultivating a polished image than creating meaningful music. This obsession with appearances has led to a disconnect between the artists and their audience, who feel betrayed by the very people they once idolized. The core of alternative music has always been about changing the world, challenging politics, and offering a voice to the voiceless. Sadly, these values have been overshadowed by the relentless pursuit of fame and superficial success.
Voices of Discontent: Producer Perspectives
Prominent figures in the music industry have also expressed their frustration with the current state of K-Hiphop. Japanese-Korean producer Jason*, known for his groundbreaking work in blending hip-hop with jazz and traditional Japanese music, spoke to us “It is disheartening to see so many Korean hip-hop artists abandoning their unique sounds to chase after trends. The effort and creativity that once defined the genre are now sorely lacking.”
“When I work with Japanese artists, theres so much creative energy and pushing of boundaries, they come together and really come up with some crazy shit! And then when I work with Korean artists, its like they don’t want to be here, doing the bare basics and getting out of the studio asap. Korean artists are always suspicious of working with others or sharing ideas. They had a set formula for how the song needs to be made and they don’t budge from that formulation’
Similarly, Korean producer David*, who has been a key figure in the Korean music scene for years, shared his disappointment: “The passion and innovation that used to drive K-Hiphop has been replaced by a superficial desire for popularity. When I look at the thriving hip-hop scenes in Japan, Thailand, and Taiwan, I see artists who are dedicated to their craft and not afraid to be different. It’s a stark contrast to what’s happening here.”
“In Korea, artists have got it in their heads that they just need to make a copy paste single, auto tuned to the hilt song, and have a D grade dance group do a Tiktok dance video while wear LV in the music video next to a fast car…there are hundreds of these tracks. They sound exactly the same. Same beat, same auto-tune, same designer gear, same dance troupe, like when do we say stop?
“I’ve worked with artists who have literally just copied the same drum beat over and over again, for every song, to the point where songs don’t sound ‘new’, there are no definitive ‘new’ sounds, and that’s not helping attract fans. When you sound exactly the same as everyone else, and over-saturation occurs, with every artist jumping on the same band-wagon, something has to break.
“ Korean artists are wondering why they are losing traction and fans and yet they are blind to the low quality of music they are putting out. You can go onto any social media platform and when you talk about K-Hiphop, people always react with “oh I used to be into K-Hiphop but then they (the artists) stopped being different and was just like every other pop artist’
Voices of Discontent: Artist and Producer Perspectives
This feeling is echoed by other prominent artists in the industry such as Justhis, whose brand new hit “DISS-a-point” sharply critiques the mundane and uninspired direction many artists have taken. In his lyrics, Justhis takes aim at the lack of creativity and authenticity, highlighting how many artists have sacrificed their unique sounds and styles in their quest for mainstream success. His raw and unfiltered approach resonates with fans who feel similarly disappointed by the current state of K-Hiphop, and the track has quickly become an anthem for those longing for a return to the genre’s roots.
Producer Cha Cha Malone also voiced his frustration in a recent Instagram post, lamenting the superficiality that has come to dominate the scene. Cha Cha Malone’s post struck a chord with many followers, garnering widespread support and sparking a broader conversation about the need for change within the industry.
The Need for a Return to Roots
For K-Hiphop, to regain its former glory, there needs to be a return to its roots. Artists must remember why they started making music in the first place and reconnect with the values that set them apart. This means rejecting the allure of mainstream success and staying true to their unique sounds and styles.
It is only by embracing their individuality and challenging the status quo that K-Hiphop artists can hope to reclaim the trust and admiration of their fans. The genre needs to break free from the shadow of K-Pop and once again become a force for change, offering a genuine alternative to the polished, commercial music that dominates the industry.
The crash and the downfall of the K-Hiphop industry, is a cautionary tale of what happens when artists abandon their originality for the sake of popularity. The genre must return to its roots and reclaim the values that made it great. Only then can it hope to rise from the ashes and once again become a beacon of authenticity and rebellion in the music world.
*To protect the privacy of the individuals involved and to prevent potential doxxing and trolling, all names mentioned in this article have been changed.
