Earlier this week, news surfaced via an interview provided by PSY to the Italian magazine L'Uomo Vogue that he had recorded a collaboration with Aerosmith's lead vocalist, Steven Tyler. Upon hearing this news, I must admit to having a very mixed reaction, considering that just a week before PSY was spotted with Canadian pop star Justin Bieber, providing commentary on Bieber's diligence in the recording studio. The first image that came to mind was a mash up of the elevator scene from "Gangnam Style" with Aerosmith's innuendo packed hit "Love In An Elevator". What would compel YG Entertainment to look towards a veteran hard rock star like Steven Tyler for a collaboration?
Within the past year, YG Entertainment has repeatedly brought American artists in for collaboration, as well as to create the appearance of future projects. The parade of stars has ranged from Hollywood A-list celebrity Will Smith, hip hop luminaries Missy Elliot and Snoop Dogg to Sky Ferreira, a vocalist who was virtually unknown outside of indie pop conneisseurs. As more American pop and hip hop artists appear on stage and in the studio with YG Entertainment's talent, it becomes apparent that YG wish to become the leader in the race to conquer the Western Kpop market.
Recently, I had the opportunity to talk with two music producers whom are based within the United States. Both producers consistently work with Kpop artists, as well as JPop and American Pop vocalists. Each producer provided feedback that K-pop performers generally have some of the most limited involvement in the production process, when compared to pop musicians worldwide. The production process is heavily driven by the entertainment companies with exception given to artists like G-Dragon whose production skill and songwriting technique allows the opportunity for almost full creative licensing. With wide ranging musical taste and innate musicality, G-Dragon has effectively sidestepped some of the traps that other artists have fallen into in terms of poorly executed collaborations.
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G-Dragon's "Coup D'Etat" not only serves as the culmination of a lifetime of musical experience, the album also demonstrates the unlimited possibilities of collaborations, if the song selection and artist are well matched. When news broke that G-Dragon would be collaborating with Missy Elliot, netizens and industry insiders reacted in two ways: either the eclectic nature of both artists would lend itself to a song that would reflect their music brilliance or the collaboration could serve as yet another failed attempt for a hip hop/Kpop collaboration, much in the vein of JYJ's "Ayyy Girl".
Contrary to the forecast of naysayers, "Niliria" proved its relevance and foundation in American hip hop, when G-Dragon and Missy Elliot premiered the song at KCON 2013. The premier of "Niliria" in Los Angeles created another pinnacle point for Kpop in the United States, joining PSY's performance of "Gangnam Style" at Rockefeller Center in 2012. However, unlike "Gangnam Style", the song has yet to receive radio airplay on American hip hop or pop stations.
"Gettin' Dumb", a collaboration between Will.I.Am with 2NE1's CL and Park Bom, released in April 2013 theoretically should have been a chart topping party anthem along the veins of Will.I.Am's songs with The Black Eyed Peas. Perhaps, it was the song title but the song was received with mixed reactions and did not reach its true potential. In complete juxtaposition, the stage performance of 2NE1 and Snoop Dogg for the Adidas Unite All Originals concert demonstrated the complete talent of all artists and served as a reminder about the hip hop roots of YG Entertainment.
With PSY anticipating a well received comeback, why would he choose to collaborate with Steven Tyler. Steven Tyler demonstrated a unique capacity to recognize an unprecedented opportunity for collaboration in 1986 with Run DMC's cover of Walk This Way and is without a doubt a legendary rock figure. With "Gangnam Style", PSY reached audiences in varying age demographics, from those who listen to Justin Bieber to their parents who reminisce about their teen years. If this collaboration maintains the same ear worm quality, there may be positive results.
What do you think of the upcoming collaboration between PSY and Steven Tyler or other collaborations within YG Entertainment?
