YG FAMILY
Of course that is YG, impossible to make a mistake!
Trends change rapidly and the public’s ear becomes more and more sensitive. However, even within the fierce global music market where songs pour out in mass, there is music that, curiously, does not age with time. This is precisely the “YG sound”.
This exceptional sense of balance consists of catching emerging genres on the global music market as quickly as possible, while transforming them so that they are not totally unfamiliar to the public. This sophisticated system, which simultaneously captures the two hares of novelty and popularity, has deeply anchored in the mind of the public the formula “we listen to YG’s music with our eyes closed”. Since their first steps in 1996, passing through BIGBANG and up to the next generation queens BABYMONSTER, we analyzed the secret of the “YG sound” which, through 30 years, formed a major branch of K-pop.
▲ The birth of a prestigious house of hip-hop, and the evolution that changed the game for “idols”
The root of the “YG sound” begins with YANG HYUN SUK of SEO TAIJI AND BOYS, who left his mark on the Korean music industry in 1992 with “I know”. After the dissolution of the group in 1996, he became a producer after a stint as a solo singer, founded Yang Goon Planning and launched himself seriously into the popularization of hip-hop.
By chaining the successes of JINUSEAN in 1997 and 1TYM in 1998, YG ENTERTAINMENT established itself as an agency specialized in hip-hop. It prepared the future by presenting to the public for the first time G-DRAGON, then 14 years old, through the title track “Hip hop gentleman” of the 2nd album of YG FAMILY in 2002. Subsequently, by including SE7EN and LEXY, as well as R&B and soul genres with WHEESUNG, GUMMY, and BIG MAMA, it expanded its musical spectrum to infinity.
This breeding ground of genres flourished in 2006 with the birth of BIGBANG, who wrote a new history in the world of idols. Their unique musicality which is not limited to a genre, with tracks like “Lies”, “Last farewell”, “Day by day”, and “Bang bang bang”, completely turned the tables on the existing idol market.
The members participated directly in writing the lyrics and composing, establishing themselves as artists beyond idols, and took the lead in exporting K-pop onto the global stage by leading trends not only in music but also in the entirety of pop culture, such as fashion and choreography.
Then, from 2NE1 who swept the music industry with their debut track “Fire” in 2009, to “Gangnam style” by PSY, passing through WINNER, iKON, AKMU, TREASURE, BABYMONSTER, and up to the group at the global summit BLACKPINK, YG ENTERTAINMENT built its own well-established originality and solidly defended its place among the Big 3 agencies.
▲ The core engine that created the “trusted YG” : The production system and strict inspection of YANG HYUN SUK
If YG’s songs are not predictable, it is thanks to its powerful internal production system. The team of main producers of YG, while basing themselves on hip-hop, fuses various genres such as electronic, rock, and R&B into sophisticated rhythms. The sound they shape is characterized by heavy bass lines and addictive synth riffs, displaying a high quality that has nothing to envy of the global pop market.
Added to this is the absolute contribution of executive producer YANG HYUN SUK. The executive producer is famous for participating directly in the mixing work of albums, polishing the balance and texture of the sound until the end. Even when bringing trendy sources, no song can see the light of day without passing through his strict inspection that adjusts it to the colors of YG. It is precisely this rigorous quality control that is the true secret of the “YG-stamped masterpieces” that do not seem outdated, even when listening today to songs from a few years ago.
▲ The condensed blend of 30 years of DNA, the next generation queens BABYMONSTER
Recently, the group that inherited intact this immutable 30-year musical genetic heritage and that leaps forward as the global queen of the next generation is precisely BABYMONSTER. They form a group of accomplished artists where the production know-how and perfectionism accumulated by YG are concentrated, demonstrating their true value by violently attacking global charts with each published song.
The title track “Choom” of the 3rd mini-album recently published by BABYMONSTER shows the quintessence of the production system of YG ENTERTAINMENT. On a dance track based on hip-hop where a strongly addictive synth riff and a heavy bass stand out, it provides an electrifying pleasure by inserting a dynamic development where the rhythm changes.
This displays the texture of a “YG-stamped hip-hop dance song”, but does not simply repeat the formulas of the past. Through a dynamic structure where the rhythm undergoes variations and where the beat changes in the middle of the track, it accelerated the sensation of speed of the song and added a modern refinement.
However, no matter the quality of the rhythm, if the capacity of the artist who interprets it is insufficient, the “YG sound” is not accomplished. A voice tone with a strong personality, unwavering live skills, and that very particular trendy “swag” are the exclusivity of YG artists that has been passed down for 30 years.
The members of BABYMONSTER possess a solid vocalization and a unique timbre that never let themselves get overwhelmed by the sound, even in the middle of intense techno or hip-hop rhythms. The casual eye play and the groove they show in the rap parts that follow one another without respite show an ability to dominate the stage hard to believe for rookies. Their attitude, which seems to understand 100% the atmosphere of the song and play with the rhythm, is the greatest weapon that visually completes the “YG sound”.
Another characteristic of YG’s music is that the stage performance extends into a game culture that stimulates the audience’s desire for challenge. BABYMONSTER implemented a performance of an extreme intensity at this level as well, passing through the rigorous production system of YG.
Executive producer YANG HYUN SUK, for the choreography of “Choom”, exceptionally ordered proposals from about ten dance teams, and participated directly in the work of the choreography of the chorus to only select the best movements. An intense energy, steps that shift the center of gravity in a rhythmic manner, this dynamic choreography specific to YG immediately transformed into a wave of dance challenges on a global scale. The orientation of YG, which aims for “music that is enjoyed together” beyond “music that is watched”, perfectly hit the bullseye through BABYMONSTER.
A sophisticated sound that leads the era, a strict production, and an uncompromising attachment toward the stage. This solid musical genetic heritage accumulated since the era of SEO TAIJI AND BOYS during 30 years explodes by meeting BABYMONSTER who contains perfect skills. Beyond succeeding the reputation of the “trusted YG”, we look forward with impatience to the next brilliant chapter of BABYMONSTER, who opens herself the new global standards of K-pop, to see what prodigious future she will continue to write on the global music market.
Journalist: Shawn
Translator: Shawn
Analysis conducted by: Osen
Source: SNS YG Entertainment
