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Epik High maps the soul, redefines kpop business model

By now, I’m sure y’all have heard about Epik High‘s newest album — and their new, independent business model by which they’re distributing it.

Namely, they’re opting out of the major-label system and putting out their record themselves, via their spankin’-new website mapthesoul.com and iTunes. The site’s got everything written in Korean and English, is taking overseas orders, and they’ve even got a Twitter account (mapthesoul).

This isn’t the first time a band has done something of the kind — recall Radiohead’s 2007 “In Rainbows” album, which they released online (for free! — they accepted donations but didn’t charge a set fee) — but for a Korean artist or group, it’s a bold step. I don’t think they’ll be changing the kpop landscape single-handedly, because if anything, bands like Radiohead and Epik High have something important that struggling indie newbs don’t, and that is a huge and loyal fanbase from which to draw. Naturally, this makes their jump out of the “system” into self-production easier than, say, had they attempted this as unknowns.

But the buzz and the likely success of their endeavor is promising for the future, and — as the band proclaims on their website — revolution begins with one step.

Below is a new interview from Chosun.com, which talks to Tablo about the album, the business behind the decision, his personal philosophies, and all that other good stuff.

 
Instead of a “Song of the Day,” here’s Epik High’s newly released “Map the Soul” MV:

 
“Why did I choose zero won over 2 billion won?
Because things had to change.”

Tablo (29) is as full of assurance as usual. His expression brims with confidence, and he unreservedly answers questions about social issues. He’s also full of conviction about his album, which went on sale on March 27. He openly revealed his relationship with film actress Kang Hye-jung, which heated up the internet earlier this year. On March 11, I [interviewer Park Shi-young] met Tablo at one café in Seoul’s Cheongdamdong.

 
The Story of Tablo’s Twenties

Tablo’s group, Epik High, is a popular hip-hop group receiving the absolute support of university students. In particular, it appears that their popularity is especially high among top students. Let’s look at that reason first.

Tablo: “If that’s really true, it’s probably influenced by my past history and image [as a master’s in English literature from Stanford]. It’s probably also a result of our serious lyrics. That makes me feel good, but also worries me. Among university students, the number of people who think for themselves is gradually decreasing, and I wonder if that means our fanbase is also shrinking. [Laughs]”

Q: How was your twenties?

“In my early twenties, I graduated from graduate school and entered the real world. Forging ahead without a definite plan, I spent the first half feverishly making music and faced failure. The remaining five years, I’ve been busy out of my mind being active with music. But because I’d poured myself out in mind and body during my twenties, I also have a clean slate.”

He also meets the public as a DJ on MBC FM radio. Last year, he revealed in an interview, “The reason I DJ is because I have a sincere hope to be heard by people.”

Q: Why do you feel such a desire for communication?

“Since I was young, I didn’t have many people to talk with. I was a loner. I lived mostly abroad, and felt a lot of racial discrimination. Some people looked at me like I was a bug. Fortunately, my hobbies were reading and writing, so I didn’t really conflict with people that much. Even now, I don’t have a wide range of interpersonal relationships.”

Q: I sense you have distrust for this world that emphasizes networking.

“When I see books or newspaper reports that emphasize the importance of networking, I just laugh. If people aim to cultivate networks, they can’t help but turn malicious. It’s better to spend that time doing your work and taking care of your loved ones and family. I’ve never gained anything from networking.”

Q: What sort of message do you want to convey through your activities as radio DJ or your albums?

“I want to say that you can make things change for the better. Also, I want to tell them that although people think, ‘You have to succeed in order to do what you want to do,’ that’s really untrue. No matter what your circumstances, it’s already possible for you to do what you want. If you say, ‘I’ll do that after I’ve succeeded,’ it’s already too late.”

Q: Isn’t that possible for you because you’re a famous musician? Average twentysomething people are facing growing troubles in the job market.

“My father was an orphan. When he attended school, he’d go barefoot. That person allowed me to become someone who dreams. The environment or conditions don’t matter at all. There will always be adversity in any time. Here, look. If there’s a societal problem, you can choose to do one of three things: run away, create change, or adapt to it. If you adapt, you can’t say anything, because you’ll soon become a reason for the social environment. And there are very few places you can run away to. In the end, you must make change.”

Q: What are you saying should change, and how?

“Even if I don’t talk about a concrete thing, everyone can see that there’s something wrong going on right now. I want to express the message that the people who feel this can come together to discuss and fix it. Personally speaking, after Epik High’s contract came to an end with our management, offers came in for 1 billion, 2 billion won. But I chose zero won instead. I was called crazy, but I thought this was something I had to do, and that I had to make change.”

Q: Why did you have to set up your own company?

“If you look at pop-music chart programs, performers have no choice but to compete. Everything’s a competition. What I’m doing is definitely different from what other artists are doing. The format is different, the content, the goal, the message are all different. But it was frustrating that I had to be shown via the same music charts. We wanted to take on a new challenge with our own formula.”

The conversation naturally turned to Epik High’s sixth album, which went on sale on March 27.

“We released this album along with a book. It contains essays, work diaries, and photos. I think we put out our best album. Not only have we put out the album, we’ve also created a website that we’re operating. We’ve really worked ourselves to death. I’ve even wondered if we really need to do this much. It’s the same price as a CD that someone else spent two weeks making. [Laughs]”

Q: Looking at past interviews, you’ve said, “For people who want to become pop singers, ask yourself if you want to make music yourself, or if you just want to be a person who makes music.” What about you?

“Of course, I’m the former. People who are truly passionate about it are different. When they listen to music, you can tell. People who really love music don’t have to say they want to become singers. Someday, they’ll be one.”

 
The Korean Twentysomethings of Whom He Speaks

Q: What space or area symbolizes the twentysomething generation?

“The airport. Not necessarily a real airport, but something that continually departs and returns. It doesn’t make sense for them to want a place to settle. They are prepared to leave somewhere.”

Q: A person symbolizing twentysomethings?

“Umm… Big Bang? [The reporter laughs and claps.] Why not Big Bang? It’s an honest answer. Big Bang is like the twentysomething generation, and among them Daesung is most like it. He’s not completely grown up yet, but it seems like he wants to try everything fearlessly, and enjoys whatever he does. Twentysomethings usually don’t know what they want to do.”

Q: What would you like to tell them?

“I’d like them to go to our site, mapthesoul.com, take a look around and make a site like that themselves. And please listen to our music. This album contains music and a book that I hope will entertain people with dreams of their own, even those who aren’t interested in Epik High.”

After the interview ended, I carefully asked about his relationship with movie actress Kang Hye-jung. He answered with an expression that wasn’t bashful, but happy and full of confidence: “The person I’m seeing now is really like my other half. I think I’ve lucked into meeting a person who matches my soul perfectly.”

Note: Personally, I love Tablo and I love Epik High, but my love has been tempered lately with mixed feelings the more I read and see from them. Tablo’s idealism is to be commended, and I truly think he believes in what he’s doing. His passion is evident, and more power to him. I also think (and hope) that their model will succeed — and succeed wildly, because the higher the success (by whatever measure we use to designate that), the more that the “system” and the “machine” must take notice. And respond.

On the other hand, Epik High likes to point out how Serious and Meaningful they are, when they could just trust that their fandom would figure that out. I could also do without the constant refrains — literally, it’s even in their lyrics — that imply how much Better They Are than everyone in “the system.” (Yes, I know, hubris and posturing are an inevitable facet of rap/hip-hop, but I think they’re at their best when they avoid that.)

I think there are certain elements of Tablo’s personal philosophy that ring of privilege (and having an orphan father doesn’t mitigate that), and I’m not sure his message is as universal as he’d like to think it is. For instance: Dreams are great, but not everyone has the same worldview and list of priorities that, for instance, a musician or artist does, and this “Follow your heart’s desire!” mantra works really well if you fall into that particular — but narrow — purview. But it alienates those whose inner lives resemble something wholly different, and the “you’re part of the problem” point sounds like it’s flirting with intolerance, masked safely as tolerance. It sounds like he’s talking to a small subset and applying it to everyone with a broad brush — and worse, seems vaguely condescending of those who fall outside of those lines.

But what do I know, I’m no revolutionary; I’m just one person who’s “thinking for myself.” On the whole I think the goal and driving force behind Epik High’s newest venture are something to keep an eye on. And root for. And buy. (Once more: mapthesoul.com.)

Via Chosun.com

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Yes! Great post Dramabeans - thanks for translating the article. It's hard to take Tablo seriously, especially about revolutionizing music, when I see him prancing around on variety shows making an ass out of himself. If his music speaks for itself, why does he have to go on corny love matching programs and terrible sitcoms which has nothing to do with his message? He's bought into "the system" and its shameless and commerical, and I find it ridiculous. Love the music, not so much a big fan of the musician.

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I haven't heard any song by Epik High until today, and I haven't seen Tablo on any TV shows, so I won't comment on him.

However, I love Map the Soul, song and MV. Thank you javabeans. I enjoy the link (and translation).

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You know, I find Tablo's career interesting because he did try to make it in the US hip hop scene. After he graduated, he supposedly came to NYC, trying to break into the scene here. (I'm from NY.) Then he went to Korea and Epik High and we know the story from there. It's unsurprising that he didn't break into NYC hip hop scene, mostly because in the US, as most of us know, it's considered the purview of african-american folk, i.e. his allusion to racism in his interview. And let's face it, the US music industry is just not terribly receptive to Asians, cos of racism/otherness.

There is a certain hubris for people who go independent. You gotta have balls if you go against the labels/management companies, especially in Korea, no? I think it is the right approach insofar as it gives musicians more control over their careers and product as well as direct interaction with fans. To be honest, I don't think Tablo is being purely idealistic/romantic. No one is really going to want to hear Tablo talk about how he's trying to avoid the massive cut taken out by record labels/management in record sales, or the costs of distribution. (I'm assuming that the Korean industry is sort of similar US industry.) I'm curious to see how he does and if there will be any media coverage. Knowing the mainstream media, they'll likely want to downplay any success. But you know, I'm sort of a conspiracy theorist, so.

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Hmm, I wouldn't say Tablo's privileged or condescending, but he certainly is an elitist sometimes. Someone's mentioned that he's always been emo, and I think that's spot on. Tablo has admitted many times that he has had issues growing up, and they may be more or less serious than he has portrayed, but for the most part they weren't materialistic issues but mental/emotional ones. When I look at him, and all the different kinds of persona that he has portrayed (be it cute, silly, dorky, badass, etc...), I think of a little kid who's desperate for attention and greatness at the same time. And sometimes that's contradictory. It's already amazing that Epik High has managed to attain both respect and popularity in the K-pop industry, but maybe it's still not on par with the expectations/ideals of the members. For all Tablo's laments on how he needs to portray a certain image to promote his music, I think he really enjoys it, or that he's naturally addicted to it. And that may be an inner struggle for him as well. I mean I think he's healthy and well-rounded and intelligent and all-that, but he (and other people) does take himself too seriously.

But for me, I like Epik High, (and not just Tablo). I think they complement each other well, especially since Mithra Jin and DJ Tukutz are more laid back. Personality quirks make them more endearing to me. I absolutely agree that Epik High isn't all that hardcore, and maybe they're not as cool as they think they are, and sometimes they're overly emo, but I'm ready to accept that.

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Interesting...
In a way, I can understand where he is coming from. He lived in the States, went to Stanford and if there's anything we know about the States and higher education, its that they always emphasize change (but generalizing his fans as people who think for themselves is a bit too drastic, since it is afterall, music; noise for the ears to like/dislike).

People who want change tend to see things differently and react to something that is changing, differently (if that makes any sense). His philosophy and ideals are definitely different because of how he grew up, where he is from, where he has been and where he is now. Obviously, in some interpretations, ppl can either feel he is arrogant/ haughty/ condescending. Yet, others' interpretations may feel that he isn't trying to portray that image, rather he's just telling it as it is.

For Epik High to break out of the system is something to be applauded. More over, the strength Epik HIgh has displayed is worth commending. To stay so strong, you've got to have great convictions and confidence, including a strong ego. Why Tablo keeps emphasizing the reasons why Epik High decided to be independent is because people will always twist things around. The media is much more powerful than he is, and I think that reiterating everything is one way to fight against it. It gets tiring... But the person who didn't hear it the first time can hear it the second time, the third time or the 100000th time.

His ideals about achieving dreams can be... Questionable as to whether he was privileged or not. For one thing, dreams and realities are two different things. I can dream to be an actor, but the reality of being one is harder than it seems. To clear up the misconception that anything can be achieved if you put your mind to it, there are the realistic dreams and dreams that people will never achieve. I think this is what he means by "People who really love music don’t have to say they want to become singers. Someday, they’ll be one." This quote actually sounds more like "if you love it so much, it'll come to you." I guess, in love there's hardship and with hardship comes the fruits of it. In that sense, for him, becoming an artist was a realistic dream because he created a plan and followed it. In other cases, people dreaming of becoming artists do very little to follow their plan and end up saying goodbye to their dreams. It makes his quote a bit more realistic and bit less cliche.

well, here are my ten min. of typing.

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I enjoyed reading what you said wtftofu, the part about change especially, that makes a lot of sense and I hadn't thought about it like that. And Sonia you really made me think; this "I think he really enjoys it, or that he’s naturally addicted to it." especially stuck out to me because has said before that he loves his job hosting his radio show--he really does want to be heard and get attention, no matter what it is he's trying to put out there.

"they’re not as cool as they think they are"
^ I saw a lot of mentions of this all through the comments but I've never once gotten the vibe that they think they're cool. Watching clips where they aren't performing, they don't take themselves seriously at all. Their music though, yes, they definitely take that seriously and are passionate about what they're doing. Tablo (and in a more laid back, subtle way, Mithra and Tukutz also) is completely goofy a large percentage of the time... but I really don't need him to be a super stoic, serious rapper intellectual to respect his music. The "conflicting image" of him being silly in variety shows and seriously performing just shows me he's a quirky, real person, not a one-dimensional "hardcore" rapper.

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@Belleza
"You could have been Fugazi, but you chose to be Rage Against the Machine."

You mention two of my all time favorite groups in one breath. I have to say I never expected to hear Fugazi on a kdrama site. The funny thing is the more I see and know about Tablo the more he reminds me of de la Rocha. The idealism, the us against them mentality, loners who witnessed injustice that simmered into a boil that was captured into lyrics. In Tablo's case I get the sense he does have a lot to prove to the world and he is one feisty mofo who has a bit of chip on his shoulder. (not a bad thing if it makes you a better musician and more dynamic performer)

@Belleza
"Now, having said all that, I love this kind of contradiction. I love that Tablo can go on Nonstop 5, Love Letter, or Ya Shim Man . . . and then he can spit venom in his records or on his radio show. Embracing contradiction or apparent hypocrisy is part of what makes a pop culture figure relevant.

I have to agree with this. I love the contradiction as well but than again I'm a weirdo. I'm not sure if I would necessarily want to be around his contradictions if I was a friend of his since I get a sense Tablo is the type who can go on and on about a subject but as a fan from afar I have no problems with what may appear to hypocrisy.

@Kei
The “conflicting image” of him being silly in variety shows and seriously performing just shows me he’s a quirky, real person, not a one-dimensional “hardcore” rapper.

I also sense these different fronts are actually all real pieces of him. However, when I watched Nonstop 5 and other variety shows I couldn't help but think that he must be making fun of himself, the audience and the producers of the show. He is much too aware to be thinking that his pollyanna character can go over without some irony.

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Personally I think Tablo is just doing what he thinks needs to be done in a society that needs change. I think it's good they have the freedom of working without a boss or someone looking over their shoulder telling them what they can or can't do. Now about the music, like Tablo said, the only ones that put a genre into their music are the audience. They just wanna make music that expresses themselves, but can be enjoyed by people. They love making MUSIC, not just hip hop or mainstream or pop, but whatever they wanna feel like making and it's just the viewers that don't understand that. Not all their music is gonna be straight hip hop, some are gonna be mainstream like love,love,love, one, etc. Personally, I like all their music mainstream and hip hop, and I feel what Tablo is trying to say.

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