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

"I believe we've achieved quite a significant impact in terms of buzz. We were able to showcase the diverse aspects of rappers. The hip-hop genre itself has undergone various changes within the flow of popular culture. There were times when it was hugely popular and other times when it faced criticism," said Choi Hyo-jin, the Chief Producer of Mnet's 'Show Me The Money 12' (SMTM12), during a recent roundtable interview at the CJ ENM Center in Sangam-dong, Mapo-gu, Seoul.

'Show Me The Money' is a survival program where Korea's top rappers and newcomers team up to compete, first airing in June 2012. The latest season, 'SMTM12', marks the show's return after a four-year hiatus 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 The Money' serving as a major platform.

However, there is a growing sentiment that hip-hop's influence isn't what it used to be. With declining public interest in the genre, some argue that the Korean hip-hop scene is in a slump, and the program's attention isn't as strong as it once was. Following the end of 'SMTM11' in December 2022, the new season returned after four years. In today's era, where more viewers watch via OTT platforms than live broadcasts, the show's ratings have remained in the 0% range from the first to the latest episode. Nevertheless, it reportedly ranks high in terms of buzz.

Choi CP also directed the 2024 Tving hip-hop survival show 'Rap: Public'. He stated, "Before producing 'SMTM12', there were discussions about continuing 'Rap: Public'. While 'Rap: Public 2' is being positively considered, 'Show Me The Money' had a hiatus. I proposed 'Rap: Public' to Tving and Mnet in various ways, and with positive reviews, production began. Being an OTT-originated content, it had the advantage of broader expression, but there were concerns about its accessibility compared to the traditional 'Show Me The Money'."

He added, "While producing 'Rap: Public', I heard from viewers and industry insiders that it offered a new perspective on rappers. These aspects positively influenced the decision to produce 'Show Me The Money' again."

Choi CP concluded, "Although 'Rap: Public' was well-received as an OTT content, there are still voices eagerly awaiting 'Show Me The Money'. Considering the accessibility of broadcast channels, we decided it was better to present 'Show Me The Money' before 'Rap: Public 2'. Having worked on 'Show Me The Money' for a long time, I know that each season's reception varies. Some seasons were highly impactful, while others received a lukewarm response. I believe there have been various phases."

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