Show Me The Money 12: A New Era for Korean Hip-Hop

"Hip-hop, like rock or other genres, started in the indie scene and gradually grew in scale. I believe there is mutual support in that process. I often get asked about the impact of 'Show Me The Money' on the hip-hop scene, and I think it's a program that has documented hip-hop during that era."

A roundtable interview with Choi Hyo-jin, the CP of Mnet's 'Show Me The Money 12' (hereafter 'Show Me'), was recently held at the CJ ENM Center in Sangam, Mapo-gu, Seoul. 'Show Me' is a survival program where Korea's top rappers and new talents team up to showcase their skills. It first aired in June 2012. The latest season, 'Show Me 12', marks a return after approximately four years since the conclusion of season 11 in December 2022.

Hip-hop began to gain significant attention in Korea in the early 2000s, with artists like Drunken Tiger, Dynamic Duo, Epik High, and Leessang leading the genre's popularization. The mid to late 2010s saw another peak, with artists like Zico, BewhY, and Jay Park receiving widespread acclaim, with 'Show Me' serving as a major platform.

However, there are opinions that hip-hop's influence isn't as strong as it once was. With declining public interest in the genre, some suggest that the Korean hip-hop scene is in a slump, and the program doesn't attract as much attention as it used to.

Choi CP, who introduced the new season after four years, stated, "'Show Me' is a long-standing program in Korea. I believe it has grown alongside K-hip-hop." He added, "There is a weight that comes with its history, and we face many challenges each season."

He also discussed the characteristics of the hip-hop genre. Choi CP noted, "When you look closely at the artists and producers in hip-hop, you realize it's a genre with strong style and individuality. Most musicians express their personal stories through lyrics, so their unique characters are clearly visible." He continued, "At times, they may seem like rebels, but that's part of hip-hop's charm."

He emphasized that this individuality has been the driving force behind the program. "Unpredictable contestants consistently appear, showcasing their unique colors," he said. "I believe that's why 'Show Me' has been able to continue for so long."

Choi CP pointed out that "'Show Me' has evolved with the times." He explained, "Since it's music where artists write their own lyrics and express their stories, the messages and styles change with the times. Music trends also continue to evolve, and that flow has naturally moved within the framework of 'Show Me'."

He added, "That's why even when the production team makes changes to the format, viewers seem to accept it relatively naturally. New attempts like group battles have emerged from that context."

He also addressed past criticisms of the program. "There used to be a lot of talk about 'disrupting the hip-hop ecosystem' or 'ruining the scene'," he said. "But now, it seems to be evaluated as content that records the flow of hip-hop." He added, "I often get asked if I feel a sense of responsibility."

When asked about the impact on the hip-hop scene as a producer, he replied, "As someone who creates content, I don't think I can control or decide the direction of a specific genre. There are people who dedicate their lives to hip-hop." However, he acknowledged, "Given that 'Show Me' has been loved by many viewers for a long time, it may have had some unintended influence."

He viewed the current hip-hop scene positively. Choi CP said, "Hip-hop has had its prosperous times and its challenges. So, I can't say there's no sense of responsibility at all." He emphasized, "In 2025, 2026, the current hip-hop scene feels more diverse than ever. The musical styles have become more varied, and the individuality of the artists has also broadened."

He expressed hope that this trend would be reflected in the program. "Many of the contestants are active musicians," he said. "I hope their musical colors are naturally conveyed."

Finally, he noted, "Recently, there has been more interaction with other genres," and smiled, "If 'Show Me' can showcase such changes, it would be a meaningful attempt."

Lee So-jung, Ten Asia Reporter forusojung@tenasia.co.kr