A Soul: Interview with JYP by Myung-suk Kang (parts related to Rain)

MSK: Then, you can say working as producer is broadened. And people are wondering currently what kind of singer or music you are working on. What is the next project?

JYP: Right now, most important project is Rain's 4th Album. And then, a male group will debut end of this year. I wanted to make a group like Boyz to Men, soul or R&B group. If you ask what's different from Noel, probably Noel's music would be more pop style. This new group's music will be more Boyz to Men. I will probably write about one song for that group. Next, a male solo singer will more likely debut in Oct. or Nov. and I am only producing on that one. The projects that I am handling personally are Lim Jung-Hee's American album, G-SOUL's US album, an African-American singer named Duans, who I'm bringing up to become a singer, US album, and Mins, a 14 years old girl, US debut. I have been teaching Min for 5 years, since she was 9 years old. So, I have 4 singers who will be debuting in US. Singers who are decided to debut in US markets are Lim Jung-Hee, G-SOUL, in this order. G-SOUL is 17 years old boy.

MSK: Then... I guess an oversea project pretty much sums it up, in-house project, no... to say correctly, you have Rain's album as Asian project. What kind of music style should we expect? Can you elaborate it yet?

JYP: Actually it will be totally opposite. American style music will be made more American, and things that are popular and easy will be made really easy. What I meant to say is there is no such thing as catching two rabbits with one song. I gave up thinking to set to global standards while securing popularities because there are such big gaps between them. Specially, when I look at Korean or Asian market music trends, they like music that has a lot of easy-listening and melodies. So Rain and I both realized it is impossible to materialize both elements in one, and upcoming music will have songs targeting Asia and songs targeting global standards. We separated those two from the start and also there will be two title songs. What I am trying to say is songs with complete global standards that can compete in U.S. markets (like Naptune or Timberland) and in international market. And, in Korea, songs that have more popularity and are 'easy to listen' music compared to any popular Korean singers or Chinese popular music. Not catching two rabbits with one stone, actually having two stones for each rabbit, this album itself will most likely have both extremities. A case like Rain's album, I really have to pay attention to. Except Rain's, if I make Korean music or Asian music I diminish my senses (feelings). Actually in U.S, I need a recovering period when I'm working on American music. It is taking too much time to go back to American music if I set my senses and focuses on Korean/Asian music, so I decided to not to work on Korean/Asian music and only working on the music set to global standards that works on U.S. markets. I told you Rain's upcoming album have two extremities, I will not be working on songs aiming Asian markets. I said to myself 'I live with American music, I sleep with it and when I get up I will do it again. That's what I'm going to do. Even though I do like this, it's so hard to compete with the Americans. If I make Asian songs again like 'Instead of saying goodbye' or 'Don't leave me' it takes so long to adapt American music. That's why I took my hands off on those parts and I will only do the things within the limits of American music even for the Asian projects.'


MSK: But, by understanding combination of Eastern and Western cultures you worked with a nick name 'Asian soul', and literally became an Asian Soul. By Rain or by Lim Jung-Hee, Asia really likes your music. What parts do you think captivate these Asian? Not only you, Korean dance music is quite strong in Asia.

JYP: I think timing is most important. It is right timing for the music combine both extremities like mine. Right now China is like that. While listening to Western music, they are exposed to Korean music. In state of no separation yet between them, it kind of populated mixed music. That's when I did that kind of music. But now it doesn't work any more. Now it is separated. It is branched out to a localized music (fit for local culture) like SG Wannbe or Seeya which is totally Korean culture music and a music fit for global standards like Bobby Kim, there is no competition for the music fit for both area. What I'm trying to say is I became popular when there was a demand for music that combines both areas. And, Rain has cute face like an Asian boy and dances like western people. He had right code, and I think Korea is beyond that point. Well... China is on that era right now. If I see these days Chinese popular music, it is exactly like former g.o.d. or Rain's 1st Album, songs like 'instead of saying goodbye'. Soon... Chinese music also will be branched out to localized music and globalized music. That is the market's life cycle and I was most fortunate to be on right moment.


MSK: What I am Curious is.... In that point, first thing that stand out in US market was your music and talent. For Rain, like it said, he is likely in number 100 in US since he became most influential 100 people in the world by TIME magazine. That is like you said, as obtaining interest from Asia, became solid as an Asian Star. Then, for Rain he is able to appeal to American.... I think US market is very interested because they definitely saw the possibility in him. What do you think it is? I think it is very different being in the top 100 star lists than being in the top 100 in music lists in US.


JYP: I think it like this. First of all, they were surprised by the quality of our music. They felt like they weren't expecting anything and got hit on the back of their heads. 'Almost same as ours?!' 'It doesn't matter we can do better or not.... by god... almost same as ours. But Asian!!' That's all. Think about it! If American came and doing pretty good on Korean traditional music like pansori or chang. How amazing it would be. That person wasn't born here or raised here in Korea. That was the biggest point. In second, there is market. The market makes a star. 7% of Americans are Asian who has more economic strength. Can you get the picture?! Who is the most popular artist in US? Jessica Simpson? She doesn't have very much talent. ^^; Britney Spears? Well.... Britney has talent.^^ You can not do it only with talent. If you have enough possibility, add process, marketing and strategy, etc. Of course most important thing is music which is foundation. It is thoroughly marketable well-marketed Asian based music.

MSK: What do you think about the possibility of Rain's success in US market?

JYP: I have talked to Rain for a long time about his entrance into the US market, but in the end we have decided to push back debut in the US. There are two reasons. First is that there is too much risk in Rain leaving Asia for a long period of time. For Lim Jung-Hee to leave Korea and live in the US for 1 year will not affect her Asian career too much. And all the other stars that I am preparing to enter the US market are all groups that have not even debuted in Asia. But for Rain, it is important for him to finish making the base in Asian. Its not about the money; its about finishing what Rain has started. We contemplated about what Rain should do, should he finish his new movie and finishes another Asian tour so that he will have a strong base in all of Asia and have his loyal fans or should we just try entering the US market. We had to decide between these two options. I always told Rain that we should just attempt entering the US market that he already has a good base in Asia and that it is time to move on. But Rain this is where our differences become obvious. Rain is always cautious and I am always rash when it comes to decisions. But our differences were able to be balanced and that is why we are here and we were able to get here. I always want to attempt at things rashly, I always says even if the preparation is not perfect you should attempt it. But Rain has to prepare everything until it is perfect for him to even attempt it. Its like a warrior going into battle has to prepare all his weapons and prepare his body to the point where he will be able to survive. Rain is like that, after he is prepared he says Lets go and fight ^^ I always wanted Rain to just take a chance and attempt his debut in the US but as always, Rain wanted to first build a strong base in Asian and then attempt his chances in the US. Since entering the US market is the biggest decision of Rains life, I followed Rains thoughts and beliefs. This is why Rains debut in the US has been pushed back. It is most likely that Lim Jung-Hee will enter the US market first. The reactions about Lim Jung-Hee is great in the US, some record labels have had great response to her. So after Lim Jung-Hee, there is G-SOUL, and Min. They will not be singers who are similar to the US artists, there will be singers who are BETTER than the US artists. I am confident.

MSK: So when you talk about artists entering the US market, you say that just great singing wont get them too far. They would need influence and connection which are very important. Have you made those influences and connections and if so, how?

JYP: I am talking with people at two different record companies. Right now the thing that they think is most important is that they are impressed with Lim Jung-Hee, G-SOUL, and Min. They say, How is this possible? Even with singing, they sing so much better than American singers. So they believe that it will work, and that is the influence and connection.

MSK: So you are saying a singers songs are the first step, before the business.

JYP: That is correct. Well, more like the singers talents. The label is interested more in the singers talent compared to the songs I have written for these singers. But because they know about my producing skills, they know that it is well accepted in Asia and they started to trust my work. So they wanted to see the singers that I have been training. So when the requested to see some of my artists, I sent them a package of Lim Jung-Hee, Min, and G-SOULs singing and dancing. They were so impressed with what they saw that they said they would like to sign a contract.

MSK: So as you see it, the most clear part of the US business is

JYP: Well There is no reason why the top record labels in the US would be interested in an Asian artist unless there was talent and good music. Even if I could bribe them, I would need to give them about a few billion to just listen to what I have to say. ^^ So the most clear parts are the talent, the music, and the possibility or the situation of the US music market. The hardest part is making the connections so that I can introduce these great artists to the top record labels. I built these connections for about 3 years. I wanted to show them these great artists but it was very hard to show it because it was hard to meet people.

MSK: So then how did you go about making those important connections?

JYP: It all started with me sending out the CDs I have put together. Then I tried to get close to the security who worked at the record label companies. Then I became closer to the newbies at the A&R division. The head of the organizing team, the vice president of a certain division, then the head vice president of the company all these people I were able to meet just so that I can sell the songs I have produced. As I was selling the songs that I produced, I told them about my work in Asia and the dreams I have about bringing my artists to the US. So they listened to some of the songs, and then I was able to meet people of higher ranks. Then I told the people of higher ranks the same about my work in Asian and the dreams I had. Then slowly, we would build a connection. Going out to eat together and I introduced them to the Korean culture by taking them to Korean BBQ restaurants and bringing them to the Korean clubs to show them the possibility of an Asian Artists success. These connections took about 3 years. And now I can even go in and meet the head of the record labels to talk about different things. But I believe that the most important connection that I made was being able to get Rain the spot in Madison Square Garden. To spread asian wave, I need the spot in Madison Square Garden and I have to make connections with the New York Times. In the beginning, my goal was just to get New York Times interested about Rain. So I sent them information about Rain and me constantly until they said that they will publish something about Rain and the concert at Madison Square Garden was approved at the same time. This is why we were able to have Rains article in the world known New York Times and have the press conference at the Bloomberg Center. Even for the Madison Square Garden Concert, the New York Times sent us guests from the US music industry, which made it a lot easier for us to spread the Asian wave.

MSK: But there have been a lot of things said about the New York Times articles.

JYP: We had concentrated on convincing only one of the few reporters at the New York Times. ^^ We didnt even know the reporter who wrote the review of the concert. When he came to the concert rehearsal, the security did not let him in because we were only allowing the KBS team into the rehearsal. KBS was doing a documentary so the reporter from the NY Times was told that he was not allowed in. His reaction was not good because he said KBS? Who is KBS? And I am a NY Times reporter. But he wrote the report without any information on Rain. He did not know about the backgrounds of Rains concert and he had no background information when writing the report. This was the problem. I think that the same reporter should have also handled the review of the concert but it was too late once the report got out.


MSK: So then spreading the word about Rain went well?

JYP: Of course.

MSK: Then we will move on to talk about the happenings close to home, around Korea. We cannot just pass by the show Super Star Survival. You have said on the show that you are looking for someone who can be a STAR, not just someone who can sing well. We can say, you are looking for an Entertainer. What is JYPs definition of a STAR or and Entertainer?

JYP: That is very hard for me to define because I have tried to explain what I think to my companys casting team and the judges but I dont think they can understand what I want. All I can say is that I have to feel it. If I were to give a logical explanation, I would have to say the person needs to have the looks, the dance moves, the singing talent, and a good personality. I think that its a combination. It is the harmony and how this harmony is reached is important too. Out of the four things I mentioned, the harmony of about 2 and half or 3 things is ok. I have yet to meet a person who has all of the four things I have mentioned. ^^ So far the perfect package is Bi (Rain). In American I think it is Beyonce. Both start with the sound *bi* ^^ But I believe in Korea it is Rain and in the US it is Beyonce. But there is an area that cannot be explained. For example, when I was choosing Min, even Rain did not understand what I was talking about. Because Rain is one that has the same taste as me, I kept asking him how is she? How is this? This is the new thing I recorded? Do you see that special something I am talking about? And Rain would respond that he cannot see the special something I was talking about. And a lot of my company workers tried to stop me. But I did not give up, I am a stubborn person. But finally, Rain said to me recently that he gives up and that I was right and that he didnt know that Min was who she is. But I still cannot explain to you what that special something is. When Min was auditioning, there was a little dance move, one little eye connection. But as an elementary school student, 5th grade, there was something great about her eye connection. That short, one second of eye connection, that feeling was same with Rain. It is like when a man and a woman, who are soul mates meet. You can feel something. Although there has been times when my feeling wasnt completely right, but I still believe that the connection through my feelings is most important. If I dont feel that connection even from the beginning, it is hard to work harder to produce something for that person. Just as a man works harder to please the woman he falls in love with, a woman with charm or fascination, I can work harder for the up-coming artists that I am producing for if there is that fascination.

MSK: Sometimes I feel that during interview the connections you make are very bold and your thoughts are definite. Other people might just says, I am sorry or Really, its not that and just pass by certain questions but you answer boldly and sometimes that might be the reason why there are anti-fans. Have you ever thought that this may be a minus to your image and the artists under the JYPE?

JYP: Yes, I definitely have thought about that. In that area, my thoughts and sayings are not separated from the companys imagine and my personal image. But, I want artists who can deal with the handicap situations. Rain endured and overcame it, and Kim Tae Woo (from G.O.D) overcame it too. They were called the imitators or JYP but now they have a definite place for themselves and they are not compared to anyone now. This is why I am so proud of Rain and Tae Woo. I think it is the same for Lim Jeong Hee. I think that when artists start off at JYPE they were with carrying the burden of my success and the negative opinions about me all at once.

MSK: I have a personal questions, are you going to participate in producing Kim Tae-Woos album if there is an album coming out?

JYP: Well, I am not in a position to not participate. When there is a phone call asking me to participate, my answer is a definite yes. For me, my relationship with Tae-Woo and Rain, it is probably the same for them too, is not one of business. I have really never seen them as artists. The three of us like to go out together all the times. We go drinking and enjoy each others company. The last great memory I have of the three of us is when Rain, Tae Woo, and I just went on a little trip without plan. We were just sitting around when we all decided, Lets go play! We basically cancelled all our schedules and just went. We went to the mountain area, and found a motel kind of place and when I knocked on the door for the owner, an old woman came to the door, she seemed like she just woke up. But she seemed puzzled because there was no reason for Tae Woo, JYP, and Rain to be in the mountains. We didnt even have a change of underwear then so we had to go to the towns supermarket to buy them. Then we bought some Korean alcohol beverages and went near a stream. We turned up the volume in the rental car so that we can hear the songs from stream and we sat there drinking and talking. It was so much fun. We were able to talk about all the things that were troubling us and it was very nice. I really dont think Rain, Tae Woo, and I are of a business relationship. We are more like friends and brothers.

MSK: When I listen to g.o.d.s 7th album of Rains song like To You, I was surprised. I said to my self, Huh? Its back! because the mood of the albums before that were different. It was more like Pop. Because for the song like Pyun Ji(letter), there song quality is good and the melody lingers but when the melody lingers for too long, the mood of the song does not last. But 2Love and To You, it felt like your old songs, the mood changed.

JYP: I feel that those songs were more genuine. It can also be said that those are songs that I produce naturally, almost without thinking. There is an album that I made most genuinely. When I look at it now, I feel that is was an album tat I was most satisfied with. But, it received most criticism and is labeled as a mistake on my part. It is OneTwos 1st album. Personally, its one of my most valuable albums because everything in that album is genuine. I just did what I wanted, the lyrics and the music, all of it. It also worked well with the boys of OneTwo. I worked on the album with the feel of having fun at the club, so it was fun from the beginning to the end.

MSK: I have talked about this with Byung Gi. Although it is most likely not going to work, he said that JYP probably made it to be genuine. He said that JYP probably was thinking to himself I have gone to all the limits, g.o.d Rain but I should try something new, something genuine and fun.

JYP: It is true. I dont think there was anything else that I have made that was so funny. Song that talks about Booking at the club, and being with girls at the club it was fun to make songs that were a bit corrupted and enjoyable. I am a person of big desires, but I could not even make those kinds of songs for g.o.d. or Rain. But it was so great to write songs like that and it felt good. But, I guess it is not me because the reaction from the album was so bad. The media didnt like it and the critics were saying bad things left and right. I have a feeling it may be voted the worst album ever. But I still cannot understand why. I personally think it was so well made.

Interview with JYP: A Soul (parts related to Rain)
Original: Myung-Suk Kang-Triple Crown
Translation: jay/tokki@rain-usa.com
Credit rainonme @ Rain USA

site: RainSingapore