He brought us Big Bang, Psy and 2NE1.

Now YG Entertainment founder and CEO Yang Hyun Suk is asking for the fans' help to pick his next act on his new reality television program "Win: Who Is Next?" and he's not asking nicely.

In the first episode of "Win: Who Is Next?" which aired Friday on the South Korean networks Mnet on Friday, the world saw a new side of Yang--the edgy producer.

Best known for his encouraging comments to aspiring artists as a judge on the Seoul Broadcasting System show "K-Pop Star," the YG CEO is portrayed as a harsh critic, closer to former "American Idol" judge Simon Cowell, in the premiere episode of "WIN."

"Somehow you look like a country mouse," Yang snapped at contestant Lee Seung Hoon.

He also lashed out at the oldest member of the contest, 18-year-old vocalist Kim Jinwoo.

"Your facial expressions are over-the-top, compared to what you really have," Yang said, after watching the contestant's performance. "Do not exaggerate."

Even while complimenting "WIN: Who Is Next?" contestant and "Superstar K" runner-up Kang Seung Yoon, the record label mogul found a way to work in some criticism.

"Kang is full of talents," Yang said. "But I personally hoped that he was a better dancer."

Kang, who has released three songs as a solo artist on YG Entertainment in the last two months, "It Rains," "Wild and Young" and "Stealer," admitted to having some trouble with the dance moves he has to master in order to be in Yang's new boy band, which the CEO has said will be called WINNER.

"At the beginning it was extremely hard," Yang said. "I never had to use my body for dancing. My head would follow it, but my body couldn't."

But the singer says he is determined to win it all on "WIN: Who Is Next?".

"I want to be a helpful member of the team," Kang said in the premiere episode. "And I want to be the vocalist of the group WINNER."

And although he may be showing a new harsher side of himself, the YG founder says he wants to assist Kang in succeeding.

"I want to help Kang become a multi-player who can take in any genre," Yang said.