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Introduction
In the spring of 2010 in his acerbic song 'If I Were to Go' (Naega Kandamyôn), the South Korean rapper J'Kyun mockingly criticised the major Korean entertainment agencies including YG Entertainment (YG), SM Entertainment (SM) and JYP Entertainment (JYP). The lyrics were mainly in Korean with a few lines in English, indicated in italics as follows:
If I were to go,
To go to YG,
I will become a much bigger moneymaker than Big Bang [YG's 5 piece boy band].
I am so sorry but I luv you haters.
I would quickly ascend if I were a cheat and say good-bye to poverty forever.
My rhyme is costly,
Like a dandy smart from head to toes completely,
1Tym [YG's 4 piece male hip-hop group]
Once getting into it, the fragrance of my style is as strong as Stony Skunk's [YG's reggae duo]
Like sugar-free, I am a guy who is straightforward.
My rap will linger in your ears for twenty four-seven.
Once getting into it, it is unstoppable.
When Gummy [YG's female R&B singer] and Boss Yang [CEO of YG] hear it,
They will say, 'what a masterpiece!'
Sign here right now,
Design my album cover right now,
If you want my favour, put your tie on right now.
I am always arrogant, to anyone,
So make sure you have my number on your phone!2
This type of attack on the mainstream music industry and Korean pop (K-pop) by Korean rappers is part of the established genre rules of Korean hip-hop, particularly for the underground, as an act of self-authentication, although often perceived as a self-promotional tactic. At the same time it highlights complex, changing relations between Korean hip-hop, the culture industry and the music community both domestically and transnationally. In contrast, the male hip-hop group Epik High, together with the five-piece transnational female act f(x) performed at the 2010 MIDEM in France to showcase 'K-pop Night' at the world's largest international music industry trade fair. This event involved both private/commercial (SM) and public/state sectors (the Korea Creative Content Agency and Korean Ministry of Culture, Sports and Tourism) to market Korean popular music internationally.
Hip-hop and rap are global but emerged...