Seo Taiji, The Father of Modern Day K-Pop

Written by John Dang

From the late 1980s and early 1990s, an era known as kayo reshaped the Korean music industry completely. Prior to this era, Korean music consisted of mostly ballads, chanson and trot. Trot performers such as Nam Jin and Lee Mi-Ja found their success during this period. But despite their accomplishments, external problems such as, censorship from the government, lack of social perceptions, and limited media exposure constantly hinder their creativity and growth as music artists. During the kayo era, the rise of rock, hip hop and R&B music genre in Korean pop culture originate from Seo Taiji, commonly known as “president of [current] popular culture” (Lee and Sohn 2003). Because of Seo Taiji’s “increasing association with Los Angeles’s music scene” and “continued [efforts] to challenge the ethics committees with his music lyrics, dance and performing style” (Maliangkay 2014), he was able to succeed during this era. I argue that much like Seo Taiji’s music, by implementing aspects of American culture, it creates a snowball effect that grants K-pop music to break through the external barriers of government censorship, low social support and lack of exposure globally. First and foremost, the advancement of internet and media in the 90s provide a platform for K-pop artists to expand internationally. Second, with foreign characteristics embedded in Korean pop music and performances, international fans can relate and listen to what is “hot” at that time period. Third, to avoid negative backlash from fans from all over the world, the Korean government chooses not to intervene and censor as much, allowing K-pop back then and now to have aspects from other cultures. As a result, this snowball effect originated from American culture influences Seo Taiji and the boys adapted within their music that is carried on to modern day K-pop.

Before the Kayo area, “limited media opportunities, and lack of government support drove many artists and recording companies to foreign markets” (Oh 2014). As a result, these artists started to adapt foreign culture into their music. It was not until the mid 1990s where internet and new broadcasting technology became widely available in Korea (Maliangkay 2014). During this period where technology is rapidly advancing, American influenced K-pop groups such as Seo Taiji are able to spread their music within Korea as well.

With this wide spread wave of American influenced Korean music, fans from all over the world, Korea included, were in love with what they they are hearing. Not only that, Seo Taiji and Boys was amongst the first few Korean bands to introduce creative hip hop dance moves alongside their music. Consequently, the idea of self-expression and individualism within artists’ lyrics and dance sparked interest from Korean fans.

The most common stereotype associates hip hop and R&B music with gangs, drugs, and violence. Therefore, it was looked down upon and banned by Korean government. For example, when trot artist Nam Jin attempted to introduce Elvis-like during his performance, broadcasts stations banned it from Korean Television (OSEN 2013; Park 2009). However, Seo Taiji and boys’ song “Nan Arayo (I know)” “appears to have been inspired by the videos for Technotronic’s “Pump up the Jam” and Snap’s “The Power” (1990)” (Maliangkay 2014). However, with the advancement of internet and increasing support from the public, the Korean government is “forced” to disregard censorship due to the potential negative flashback they might receive. Consequently, the wave of American influenced K-pop music slowly assimilate as a part of what we now know as modern day K-pop.

To this day, we still see glimpse of Seo Taiji’s legacy. Majority of modern day popular K-pop groups such as BTS, IKON and TWICE still incorporate creative hip hop dance moves to express their emotions within a song. Additionally, modern day K-pop music also focus more on funky beats and wide vocal range in regards to traditional Korean music, where their main focus is on instruments. Furthermore, much like Seo Taiji back in the 90s, these groups infuse modern day American music culture in to their own such as English lyrics, flashy jewelries, and etc. By combining aspects from America and Korea, modern day K-pop appeal to multiple crowds.