The Rap Star [EN]: Chapter 277

< Verse 43. Touch The Sky >

***

They Are Back!

They are back!

The first day of October, 2009.

Hip-hop magazines began buzzing with the news of simultaneous album releases from Kendrick Lamar, J. Cole, and FiveSix.

Even if only one of the three had released an album, hip-hop magazines would have covered it extensively. Kendrick Lamar, J. Cole, and FiveSix were, without a doubt, the hottest names in hip-hop in the late 2000s.

But it wasn’t just one album; it was three.

Anyone could see that the three rappers had entered a high-stakes competition, putting their pride on the line. Interest in this showdown was bound to reach fever pitch.

This competition quickly fueled a rivalry between the three leading hip-hop websites in the United States:

World Star Hip Hop, HipHopDX, and UndergroundHipHop.

The leading hip-hop publications in the United States each championed a different album as the best.

UndergroundHipHop (UGHH) lauded Kendrick Lamar’s album the most.

They commented that while J. Cole and Sanghyun’s albums were also excellent, Kendrick Lamar’s album resonated most strongly with the core essence of hip-hop. However, they also noted that it was uncertain whether this critical acclaim would translate into mainstream success.

HipHopDX praised J. Cole’s *The Warm Up*.

They expressed confidence that J. Cole’s unique style, blending introspective depth with youthful charm, would captivate audiences (especially women).

They also predicted that while opinions on musicality might differ, J. Cole’s album would achieve the greatest commercial success of the three.

Finally, World Star Hip Hop declared Sanghyun’s album the best.

They lauded Sanghyun’s album for its perfect balance of popular appeal and artistic merit, also praising its high level of technical skill.

-People amplify joy and reduce sorrow by listening to music. This is the most powerful aspect of music and the reason why music has endured since the dawn of humanity.

However, rap music reveals a distinct limitation in this regard.

The lengthy lyrics that rap employs, in place of traditional melody, have shifted music from the realm of emotion to the realm of intellect.

Of course, fans of rap can still experience joy and share sorrow through rap music. They connect with rap on an emotional level.

But those who dislike rap music often fail to find these emotions in what they perceive as ‘noisy and verbose’ music. The same holds true for those who enjoy rap solely as high-energy club anthems.

However, FiveSix’s music has transcended these limitations of rap.

Through his first single album *Touch the Sky*, we realized that when a rapper reaches the pinnacle of their craft, they can fully convey their emotions to the listener even without a conventional melody.

And the highlight of that is ‘I Swear,’ which reveals his personal history that no one knew.

When you think about it, we don’t know much about FiveSix.

Except that he was a rap star in Korea who gave up a lot to come to LA in pursuit of greater artistic opportunities.

Conversely, the reason we were so drawn to this enigmatic Asian rapper was simply because he was exceptionally talented.

But what about now?

We know more about FiveSix and can appreciate him even more deeply. We can understand the meaning of his lyrics more profoundly, and we can visualize his stories more vividly while listening to his rap.

That’s why *Touch the Sky* is both his most personal and his most universally appealing album.

World Star Hip Hop’s assessment of Sanghyun’s album was overwhelmingly positive.

However, few people considered this evaluation to be exaggerated or disagreed with it.

In this way, World Star Hip Hop, HipHopDX, and UndergroundHipHop each selected albums that aligned with their respective editorial focuses as the best.

Consequently, the album covers featured on each site’s homepage were also different.

But there was one thing that all three sites prominently featured on their main pages: the video of the H&R Brainstorm showcase.

The showcase video was rapidly accumulating views.

It had already surpassed 200 million views on YouTube, and the rate of increase was expected to accelerate further. In addition, it was also broadcast on MTV, the leading music television channel in the United States.

Given this phenomenon, established music magazines such as Rolling Stone, Magazine Q, and Billboard had no choice but to dedicate significant coverage to the three albums.

Interestingly, they also each selected a different album as the best.

The public is clearly influenced by the opinions of authoritative media outlets and critics.

If the albums were of comparable quality, the album that received favorable reviews from Billboard or Rolling Stone would likely outsell the others.

But this time, the situation was different.

Because each media outlet championed a different album as the best.

Therefore, the outcome of the three rappers’ competition was entirely in the hands of the public. And this fact further fueled the public’s eagerness to purchase the albums.

Therefore, those who had already purchased the three rappers’ albums eagerly awaited Saturday.

Saturday was the day the Billboard chart rankings would be announced.

***

In October 2009, there was one more person who was attracting as much attention as Kendrick, J. Cole, and Sanghyun.

That was Hadel Raines, the CEO of H&R INC.

Hadel Raines was not a household name. But he was well-known and respected within the entertainment industry.

A producer who foresaw the decline of hard rock and spearheaded the shift in musical trends earlier than anyone else.

A master of promotional strategies, known for creating buzz through aggressive marketing and carefully planned reveals.

The founder of LA Metal [a subgenre of heavy metal music that originated in Los Angeles in the early 1980s].

During Hadel Raines’s active years, his promotional techniques served as a major source of inspiration for many record labels.

Until the 90s, a singer’s popularity largely depended on their inherent talent and the prevailing trends of the time. Therefore, successful producers at the time were those who possessed a keen eye for identifying promising singers and an understanding of the current cultural climate.

But Hadel Raines was different.

He demonstrated that it was possible to cultivate public demand, not just cater to existing needs.

He embraced artists with striking looks, soaring high notes, and dynamic stage presence.

He transformed the perceived disadvantages of those who were deemed ‘unsuitable for rockers’ because they were too conventionally attractive into assets.

Hadel Raines was flawed, and he had weaknesses in interpersonal relationships, but that doesn’t diminish his talent.

That’s why so many broadcasting stations and labels actively pursued Hadel Raines. Even during his 10-year hiatus, he received offers from major broadcasting networks and record labels once or twice a year.

He ended his 10-year seclusion and made a comeback.

And, surprisingly, it was with hip-hop, a genre often considered to be at odds with rock.

And he achieved remarkable success.

It wasn’t a success built on established stars or promising rookies with proven potential.

It was a success spearheaded by an Asian rapper whom many believed could never break into the mainstream.

That’s why attention is now focused on Hadel Raines and his company, H&R INC.

-The newly emerging hip-hop powerhouse, H&R INC.

-Can H&R INC challenge the dominance of Aftermath Entertainment [Dr. Dre’s record label], the undisputed leader in the hip-hop scene?

-The Golden Nu-Era [a hypothetical new era in hip-hop] chosen by the founder of LA Metal.

-Who are the artists signed to H&R INC?

From the outside, it appeared that H&R INC was strategically positioning itself to dominate the hip-hop landscape.

As a preliminary step, T.D.E [Top Dawg Entertainment, a record label] was incorporated into H&R INC as a sub-label, and Black Hippy members, including Kendrick Lamar, were signed. They even managed to lure J. Cole away from Jay-Z, who was actively courting him.

In addition, DJ Standard, a relatively unknown talent who had contributed to KRS-One’s album [a legendary hip-hop artist] and was receiving offers from several labels, was also brought on board.

But this wasn’t the complete picture.

The lineup of H&R INC that Hadel assembled originated entirely with Sanghyun. After recruiting Sanghyun from Compton Black Block first, those who had a connection with Sanghyun were recruited one by one.

However, this fact remained hidden from the public, and even if it were revealed, few would believe it.

That a single rapper could build such a formidable roster.

A few days later, Hadel Raines had the opportunity to appear on a radio show and discuss H&R INC.

“Many people are wondering, is H&R INC a hip-hop label?”

“Not really. It’s more accurate to say that rappers just happened to gravitate towards us.”

“Then what is the criteria that H&R INC uses to select musicians?”

Hadel Raines, who had answered questions about the three rappers’ albums without hesitation, paused at this question.

Because the real standard was ‘what FiveSix likes’.

It wasn’t a formally established rule.

But, in essence, the order in which artists joined the label was based on their musical compatibility with FiveSix, followed by their acceptance into H&R INC.

But he couldn’t reveal that.

Because the public might perceive musicians like Kendrick or J. Cole as being subordinate to Sanghyun.

“Our company’s recruitment philosophy is to find incredibly talented musicians who are unsigned and possess significant star potential.”

“……Can you just reveal that? Such a closely guarded secret?”

“I think I misspoke. Please edit that out.”

“It’s live, though?”

“Then increase my appearance fee.”

The DJ burst out laughing at Hadel’s joke.

“I think the producers of audition programs listening to this radio show will seriously consider offering Hadel a spot on their judging panel.”

“You’re not suggesting we negotiate my appearance fee based on that, are you?”

“LA Reid and Simon Cowell’s positions are in jeopardy.”

The DJ, after joking around, changed the subject.

“Okay. It’s getting late, so let’s move on to the final question. You can’t give me a vague answer this time.”

“I’ll do my best.”

“Kendrick Lamar, J. Cole, and FiveSix have all released albums. Which of the three albums do you think will be the most successful, Raines?”

“That’s a very difficult question. So I’ll be honest.”

“I’m eager to hear your answer.”

“Probably, FiveSix’s.”

“Why?”

Hadel paused for a moment, then began to explain.

“Kendrick’s primary objective with this album is to lay the groundwork for his next project. He intends to first showcase Kendrick Lamar as a person, and then reveal Kendrick Lamar as a rapper.”

As evidenced by the album title *Overly Dedicated*, Kendrick Lamar channeled all of his personal struggles and anxieties into this album.

“J. Cole has been creating music independently for too long. His talent is undeniable, but he has never had a benchmark set by someone else. That’s why his album this time is a warm-up, a chance for him to freely express everything he wanted to explore. He will establish a clear standard for himself when he creates his next album.”

*The Warm Up*.

A warm-up to prepare the body.

“Then what about FiveSix?”

“While the other two musicians envisioned a brighter future, FiveSix didn’t. He was solely focused on the present moment. To become the best and to create a work that could reach his parents in heaven. He may have poured everything he had into this album.”

“Does that mean……?”

“Ah, well, it’s not like FiveSix is contemplating retirement or anything. There’s a slight chance of misinterpreting what I said.”

However, Hadel had considered the possibility of Sanghyun retiring. He doesn’t seem to have considered it himself yet, but Hadel thought it was a plausible scenario.

Sanghyun came to the United States immediately after achieving most of what he could as a rap musician in Korea.

Sanghyun claimed that the timing was accelerated due to a dispute with a company called Ohkyung Media, but Hadel believed that he would have made the move to the United States around that time regardless of the conflict.

Hadel views Sanghyun as someone who lives fully in the moment, embraces spontaneity, and cannot tolerate stagnation.

What if he achieves everything he can with this album?

What if he conquers the United States, the birthplace of hip-hop?

What if his album truly reaches the sky?

Will he still have the motivation to move forward?

Suddenly, Hadel’s imagination ran wild.

The phrase ‘reaching the sky’ felt unsettling.

So Hadel made a joke.

“Even if he tries to retire, I’ll hold on to him. I’ve spent all the money I earned while playing around and eating for 10 years. I’m completely reliant on FiveSix’s success these days.”

“The last part of that statement is a bit ambiguous, isn’t it?”

“Ah, that’s right. FiveSix was previously managed by Eminem.”

“Hahaha.”

Hadel Raines’s radio broadcast took place on Thursday, and on Saturday, two days later, the Billboard rankings were finally revealed.

Of course, all three albums charted on both the album chart and the single chart.

The musician with the highest ranking on the single chart, which heavily relies on radio airplay, was J. Cole.

J. Cole debuted at number 12 on the Hot 100 with “Work Out”. However, Kendrick and Sanghyun were not far behind. Kendrick debuted at number 22, and Sanghyun debuted at number 15.

In a way, it was a success within the expected range.

But the album chart results surprised everyone.

“Is this a mistake?”

Kendrick’s album recorded a debut position of 30th place. Considering that the album chart is based solely on sales, it was an impressive achievement.

J. Cole performed even better.

Despite being labeled as *The Warm Up*, he debuted at 24th place.

And Sanghyun was…….

“Oh, my God! What is this?”

“I was wondering why I couldn’t find it……! It’s too high up!”

*Touch the Sky* recorded a debut position of 5th place on the Billboard album chart, The Billboard 200.

***

< Verse 43. Touch The Sky > End

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