Where Jay Park Went Wrong…

The topic of cultural appropriation seems to come up more frequently among kpop discussions. From the use of hairstyles and fashion to perpetuate black stereotypes and hood aesthetics. which is dissuading many from supporting Kpop and khh. The more we expand on what this topic means, our views of the entertainment stars we enjoy develop. Hello, my name is Amari. I will discuss why cultural appropriation is not only a growing issue and contributes to Jay Park losing favor with his audience.

After receiving backlash after the premiere of the DNA remix music video. Founder and CEO of AOMG, and former 2 pm leader Park Jaebom AKA Jay Park, has shown very little signs of remorse. Park is one of many on the long list of pop stars culturally appropriating. But he seems to have ignored complaints from fans and colleges alike. As a Korean American, who has expressed knowledge and passion for the hip-hop community, the mishap seems less accidental and more of a case of willful ignorance. However, with the rise of Black and Asian lives matter, the video seemed to be less of a call for unity and more like an excuse to cosplay as some tough-guy stereotypes.

From concerns raised and attempts to drown out the voices of the offended, netizens across the internet were in a frenzy. On top of navigating life after quarantine, rising incidents involving race-related attacks and discrimination against Black and Asian people led to a worldwide call for peace. And Jay Park thought he and his crew were the answer.

The now-deleted video was a cipher-style video performed by Jay Park, YLN Foreign, D.Ark, 365LIT, pH-1, lIlBOI, Lee Young Ji, Ourealgoat, Choo, and OSUN. The video was similar to videos like Destiny’s Child “Soldier”. But, for the song to be an ode to South Korea one would expect something more like Lil Cherry’s “1000 words” or along the lines of the famous cipher-style video “Eung”. With the global impact of Hip Hop and RnB, there is no shortage of artists who have been able to adapt and merge the culture of hip hop with their culture.

But as people across the internet mentioned the lack of black artists in the video, I wondered why the H1ghr music team wasn’t involved. After scanning the official webpage, I saw an absence of the faces we have come to know. This, then led to me wondering what went so wrong with the H1ghr music group.

I’m choosing to address this because by not supporting the American artists the same way the label artists lost artists who have access to American Hip-Hop and Black culture.

AOMG, known as Above Others Music Group, was created in 2013 by Jay Park as a hip hop/RNB music label and artist management group. Looking to bridge the gap between East and West, the former Kpop idol teamed up with what we would come to know as some of the most formidable names in the Korean music industry. Like Cha Cha Malone, Gray, and Simon Dominic later signing on.

After proving that hip hop had its place in the mainstream, Park teamed up with fellow Seattle native Cha Cha Malone to create H1ghr music in 2017. The two sought to further expand the global Hip Hop brand, by signing American artists and Korean artists alike. Until recently, the label housed artists like Ted Park, Raz Simone, Jarv Dee, Mokyo, and Golden (Formerly G.Soul). All lyrical powerhouses in their own right.

According to the official website, the label houses four American artists aside from Cha Cha Malone: Phe Reds, the DJ Yultron, rap duo Souf Souf, and controversial rapper 28AV (formerly Avatar Darko). But I do know the rapper JMIN is now on the roster. Aside from 28AV being in the public eye due to numerous accusations of cultural appropriation, how many of those artists do you listen to regularly?

LACK OF PROMOTION

One of the functions of a record label is to market and promote music and relevant projects. And aside from the occasional IG promo on Jay Park’s page, what other promo do the American artists get? The Seoul team of H1ghr music score magazine covers, shows, interviews, and plenty of other opportunities that allow supporters to engage with the artist and their content. Many American artists have not received equal push like their Seoul counterparts and AOMG mates.

CONTROVERSY SELLS

No matter how cliche it may sound music, is truly a tool that has allowed millions of people to express complex emotions and process life’s circumstances. Especially, for people who tend to be more introverted. A difference from the Seoul group of h1ghr music is or was much rather the tone of the music. From artist’s music centering topics of navigating poverty and pursuing upward mobility without turning to shady tactics to self-esteem and love with a moving beat that resonates across racial and class divides. Despite a few, it seems that many want to live authentically and create good music without playing into a facade. And those artists get overlooked due to some of the flashier or more aesthetic figures on the label.

JAY PARK’S POOR DECISIONS

Despite already breaking many barriers, from being a young Korean American who fronted one of the greatest boy groups of the second generation to successfully bouncing back from being kicked out not only as a soloist but also as a CEO. Park has not only been able to gain favor in the East but in the West being able to flesh out a deal with Jay-Z’s label Roc-a-Fella label. However, one major thing keeping Jay Park from showing up for his artists the best he can is his inability to listen to others. Throughout his career there have been many scandals and controversies but by failing to truly empathize and comprehend what supporters and colleges tell him he is only losing favor with those that want to see him as well as the people he represents succeed.

Black-American culture created Hip-Hop which expands far past music and fashion. Hip Hop is the culture created by people who had theirs stripped away. Not only by enslavement but by systematic obstacles that persecuted them for simply being and paralyzed them from gaining autonomy in society. Hip Hop is the rose that bloomed in the concrete. It is an experience that isn’t defined by any one individual. And for someone like Jay Park, who is immersed in the culture, it is important he not only acknowledge the effect the culture has on the fans but the importance of how it is shared by him and his artists as well.