The Rap Star [EN]: Chapter 202

The differences between the Korean and American music industries are vast. Listing them all would be nearly impossible.

However, among these countless differences, the importance of radio airplay stands out.

In the United States, the country is divided into states, some of which are as large as Korea. Therefore, with the exception of a few very popular programs, nationwide broadcasts like those common in Korea are rare.

This is especially true for music.

Back in 2006, public broadcasting rarely featured music programs. Live performances were mostly limited to shows like *SNL* [Saturday Night Live, a popular comedy show] or *The Oprah Winfrey Show* [a famous talk show hosted by Oprah Winfrey].

The closest equivalent to Korean music shows would have been MTV’s *TRL* [Total Request Live, a music video countdown show] program.

Thus, radio airplay was the primary way to promote music in the United States, and a key indicator of a song’s popularity. Some rappers even created ‘radio-friendly tracks’ specifically for this purpose.

However, in Korean radio, songs were rarely valued for their own sake, except on dedicated music programs.

Songs were mainly played if they related to a listener’s story or if a listener requested them, often serving as background music to set a mood.

Perhaps this is why JFTR’s promotional tracks didn’t get as much radio play as their overall buzz suggested.

‘It’s so hard to find the right moment to play rap songs. I can’t think of any good introductory comments. I guess we’ll just have to play them when they’re requested. We get a lot of requests anyway.’

These were the kinds of comments radio DJs made about 888 Crew’s incredibly popular songs during programming meetings.

Considering that tracks were often selected because ‘the lyrics of this song are so similar to my situation,’ it wasn’t that surprising.

Rather, it was surprising that Sanghyun’s first single, ‘Welcome to School,’ released by Ohkyung Media, was so popular on the radio. Of course, it had the advantage of being a rare, full-fledged party song in Korea, but still.

But now, that strange thing was happening again.

Starting in July, rap music began to dominate radio airplay.

All thanks to Sanghyun’s solo mini-album <56 JFTR>‘s six tracks.

***

‘Hello, 20 O’Clock Station listeners! This is Park Hyeyeon, the Chungmuro acting goddess!’

Sanghyun burst out laughing at Park Hyeyeon’s self-proclaimed title of ‘acting goddess.’ He hadn’t heard that line during their last broadcast, so it seemed like a new addition.

‘The message board is going wild over that laughter. You all know who that laughter belongs to, right?’

‘Hello, this is Lee Sanghyun from 888 Crew.’

As Sanghyun greeted in a low voice, the screen displaying real-time texts and message board posts exploded. The speed at which messages were being posted was incredible.

‘Wow… is it because a rapper is here today? The response speed of our listeners is almost like rap! It’s so fast that it’s hard to keep up.’

Sanghyun had made a bet with Park Hyeyeon at JFTR’s showcase.

The bet was that if JFTR’s sales exceeded 100,000 copies, 888 Crew would appear on Park Hyeyeon’s 20 O’Clock Station for free for a week. If it didn’t, Park Hyeyeon would appear in their music video for free.

And Park Hyeyeon easily won.

JFTR’s sales surpassed 110,000 copies before the end of June, and by mid-July, it had sold over 140,000 copies.

Although they lost the bet, the 888 Crew members happily agreed to appear on Park Hyeyeon’s radio show. They felt like they could lose several more times if it meant such a pleasant defeat.

Hyeyeon also promised to appear in 888 Crew’s music video for free.

Hyeyeon won the bet, but in the end, they both fulfilled their promises.

In fact, there were plenty of rookie actors who would have paid to appear in 888 Crew’s music video.

With 888 Crew’s current buzz, the exposure from the music video would be significant.

Thus, the week-long radio appearance plan for 888 Crew was set.

Commonly known as 888 Week.

Originally, 20 O’Clock Station only had live broadcasts on Mondays, Wednesdays, and Saturdays, with the rest being pre-recorded. However, during 888 Week, the entire week would be broadcast live.

The staff and Park Hyeyeon would have a challenging time, but it showed that CBC Radio Broadcasting highly valued 888 Crew’s recognition and popularity.

888 Crew were no longer just underground rappers.

They were Korean rap stars who rapped while staying true to their underground roots.

CBC Radio Broadcasting’s 20 O’Clock Station.

The broadcast that announced the start of 888 Week, running from July 10th to 16th, featured Sanghyun as the sole guest.

‘We’re getting a lot of questions from listeners who can only hear Lee Sanghyun’s voice right now. Can you explain?’

‘Originally, all of 888 Crew were supposed to be here on the first day of 888 Week, but Hwan hyung [older brother/male friend] and Minho hyung have personal matters to attend to, so I’m here alone today. The complete 888 Crew is scheduled to appear tomorrow. I apologize for the change in plans.’

‘We apologize to our listeners. But it’s not a cancellation, just a change of schedule, so we hope you’ll understand!’

‘The studio will be packed tomorrow. I should say a lot while I can today.’

‘But what are Kim Hwan and Woo Minho’s personal matters? Ah, perhaps it’s related to those women we met back then…?’

‘Ah, noona [older sister/female friend]. If you say that, the listeners will think it’s true, you know?’

‘Noona? This is a broadcast, Lee Sanghyun.’

‘Yes, hyung.’

The response ‘ㅋㅋㅋ’ [Korean equivalent of ‘lol’] flooded in at Sanghyun’s answer, and Park Hyeyeon wrapped up the joke.

Since 20 O’Clock Station’s 888 Week was being broadcast seven times, the members were scheduled to appear in various combinations:

Mon. 888 Crew entire

Tues. Lee Sanghyun

Wed. Shin Hayeon, Oh Minji + Guest Shin Miju (female members)

Thurs. Shin Junhyung, Lee Sanghyun, Woo Minho, Kim Hwan (male members)

Fri. Shin Junhyung, Woo Minho

Sat. Lee Sanghyun, Lee Sangmi (sibling special)

Sun. 888 Crew entire

Sanghyun had often felt that the spotlight on 888 Crew was excessively focused on him.

Even when the interviews were of similar length, they were always edited to focus on his story.

Of course, it was partly because Sanghyun was articulate and spoke thoughtfully, but he couldn’t deny that it was also because he was a popular member.

So he really appreciated the format of this 888 Week.

Each day had small sub-themes such as female members, male members, etc., and since they were appearing so many times, it seemed like all the members would be highlighted equally.

Originally, today was supposed to be the start of 888 Week, with all the members present.

However, due to Minho and Hwan’s personal circumstances, the order of Monday and Tuesday had to be switched, and as a result, Sanghyun was opening 888 Week.

‘The response is so good from the start that we spent too long on the opening comments. Let’s listen to the opening track!’

The opening track for 20 O’Clock Station was ‘We Gotta Move,’ sung by Sanghyun and Junhyung.

I don’t want to live the same life
So I try
It’s a very cliché thing to say but
This is the only way to describe me
Fear covers me

Sanghyun’s voice became hertz waves and began to resonate across the country.

Park Hyeyeon’s 20 O’Clock Station had a large listenership among high school students studying late at night, but today it had a fairly even distribution of listeners from their teens to their 30s.

And if 888 Week lasted for a week, quite a few of the new listeners would likely become regular listeners.

As soon as ‘We Gotta Move’ ended, Park Hyeyeon’s full-fledged hosting began. 20 O’Clock Station wasn’t primarily a music broadcast, but this week the main topic was music. And that was 888 Crew’s music and rap.

‘Since it’s just Lee Sanghyun here right now, let’s be honest. You were nominated for first place on *Popular Music* [a Korean music show] a few days ago, right?’

‘Yes, that’s right. They nominated me even though it’s only been five days since its release.’

‘Who were you competing against at that time?’

Sanghyun noticed Park Hyeyeon’s intention and answered with a smile.

‘It was Cha Bohee.’

‘Hey, there was another team besides her, right?’

‘Hmm? Was there another team?’

‘888 Crew! Wasn’t the team that blocked Lee Sanghyun’s path 888 Crew?’

‘I’m in 888 Crew, so how can 888 Crew be my competitor? That doesn’t make sense.’

‘But Lee Sanghyun and 888 Crew clearly appeared on *Popular Music* as different teams, didn’t they? Are you indirectly criticizing *Popular Music* right now?’

‘Perhaps I’m always fighting against myself.’

Park Hyeyeon teased Sanghyun for being pretentious.

‘Okay, let’s be honest. The showdown between 888 Crew and Lee Sanghyun. 888 Crew won in the end, but you secretly wanted to win, right?’

Last week’s number one on *Popular Music* was 888 Crew. It was perhaps a natural result.

JFTR had been released for over 20 days, while 56 JFTR had only been out for 5 days.

‘We’ll have to wait and see, but I think there will be another clash between 888 Crew and Lee Sanghyun this Wednesday, right?’

The most important factor in determining the number one on *Popular Music*, ‘album & music sales,’ is measured on a weekly basis, not cumulatively.

JFTR was still selling well, and 56 JFTR was experiencing a tremendous surge, so it was almost certain that the two albums would compete again.

Will Lee Sanghyun be able to beat 888 Crew?

It was a strange situation to frame it as a competition, as Sanghyun said, but it was a question that many people were paying attention to.

888 Crew had the advantage in viewer voting.

Because JFTR was being voted for by fans supporting 8 members, while 56 JFTR was being voted for by fans supporting 1 person.

56 JFTR had the advantage in album sales.

JFTR had already sold 110,000 copies, so even if sales remained steady, it would be difficult to create an upward trend, while 56 JFTR was just entering a period of rapid sales growth.

‘Lee Sanghyun, do you want to beat 888 Crew?’

Sanghyun answered Hyeyeon’s question without hesitation.

‘No.’

‘Really?’

‘Yes, really not. I hope 888 Crew continues to suppress the musician 56.’

It was a question that started half as a joke, but Park Hyeyeon could feel the sincerity in Sanghyun’s answer. The listeners felt the same way.

‘Why?’

‘To me, Lee Sanghyun of 888 Crew is a bigger entity than just Lee Sanghyun. There’s no difference in rap skills, since they’re both me. But I think that the value and diversity of music that a musician can create, and the positive energy, are things that solo rapper Lee Sanghyun can never surpass 888 Crew Lee Sanghyun in.’

Sanghyun’s answer was sincere.

A sincerity without a single lie.

< Verse 31. Jealous, Forgiveness, Truth, Romance > End

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