Epik High's New Label High Ground Hopes To Lead Korean Hip-Hop From Underground To Mainstream

Once the hip-hop powerhouse of South Korea, YG Entertainment returns to its roots with a new label.

On March 28, YG Entertainment confirmed that the company's hip-hop trio, Epik High, established a new label, High Ground. The label will be headed by Epik High's frontman Tablo.

Korean outlet Osen spoke to YG Entertainment's CEO Yang Hyun Suk, who spoke about the reasoning behind forming the new, hip-hop based label.

During the interview, Yang highlighted YG Entertainment's first-generation K-pop acts, Jinusean and 1TYM. 

"YG started with hip-hop," said Yang."Just like JINUSEAN and 1TYM, I myself am absorbed in hip-hop. I always have appreciation and respect for all artists doing hip-hop.

"A number of hip-hop musicians wanted to do music in YG, but I always feel bad for not being able to accommodate all of them due to the circumstances of the company."

YG Entertainment introduced two hip-hop projects in 2014, Masta Wu's "Come Here" featuring Dok2 and Bobby, and G-Dragon and Taeyang's duet, "Good Boy." 

The goal of the company? To make hip-hop mainstream in South Korea.

"We normally call hip-hop 'underground,' but ours is 'High Ground.' We want to make underground mainstream, and the quality will be stunning."

Tablo, the frontman and rapper of Epik High, was chosen to head the new label because of the group's identity as a mainstream Korean hip-hop act.

"Table and Epik High, who are known for their strong hip-hop, joined YG," explained Yang, mentioning the trio's entrance into the label in 2012. "I have watched them perform and decided to create a label with Tablo as the representative. I have found a way to support underground hip-hop artists through Tablo." 

Epik High began under Woollim Entertainment before joining YG Entertainment in 2012. Despite this, the trio has thrived and become one of YG Entertainment's most internationally recognized acts. Epik High performed at SXSW 2015.

Yang confirmed that High Ground will be supported by YG Entertainment, despite being a separate label. YG Entertainment will help with marketing, management, and other basic administrative aspects, in order for High Ground's artists to "focus on creative music activities."

The YG Entertainment CEO added that he'd like to set up other YG Entertainment subsidiary labels.

"My long-term goal," said Yang Hyun Suk, "is to give each YG artist their individual label."  

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YG Entertainment
Epik High
high ground
Tablo
mithra
Mithra Jin
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