NCS
By Allison Cho, NCS
(NCS) — Her voice defeated soul-eating monsters through the emotional finale of the blockbuster animated movie “KPop Demon Hunters.” But for Korean American singer EJAE, the triumph gave her one thing past fame and fortune.
Validation.
Years prior, EJAE was an aspiring K-pop star signed to one of many greatest leisure businesses in South Korea. Starting at age 11, she had endured over a decade of demanding round the clock observe. It’s a frequent path for K-pop wannabes: Sign with an agency, practice in dancing and singing, then hope the agency selects you to debut as an artist.
EJAE by no means debuted; her agency let her contract run out with out ever choosing her for a group.
“I worked hard. I tried my best to make sure my voice sounded cleaner or dance better and to look a certain way. But I think I just didn’t make my mark,” EJAE advised NCS in a current interview. And when the fixed competitors and strain started to have an effect on her schoolwork, “I just felt like I was failing at everything.”
“For a long period of time after (leaving the agency), I did feel very hopeless,” EJAE added. She’d risked all of it, spending her youth on a dream that hadn’t panned out.
But EJAE wasn’t accomplished with the K-pop business simply but. She took another danger: She reinvented herself as a songwriter.
That path led her back to New York and, ultimately, to “KPop Demon Hunters.”
The film, the most-watched Netflix unique movie ever, facilities round a Korean lady group that hunts demons with their songs to shield the world. EJAE co-wrote and recorded demos for the chart-topping soundtrack — most notably its uplifting anthem, “Golden,” which won a Golden Globe for “Best Original Song” in January. (EJAE can be the singing voice for the movie’s purple-haired protagonist, Rumi.) It’s additionally up for an Oscar in March.
And on Sunday, Golden turned the primary K-pop track ever to win a Grammy, touchdown the award for greatest track written for visible media.
“It’s pretty rare for someone like EJAE, who’s a former trainee, to really blow up this big,” stated Claire Marie Lim, an affiliate professor at Berklee College of Music and K-pop skilled.
Lim, who was a K-pop trainee across the similar time as EJAE, stated most individuals she knew left the skilled music world in the event that they didn’t debut as K-pop idols. Some present K-pop stars is perhaps concerned in songwriting and manufacturing, however it was extra uncommon a decade in the past — particularly for former trainees.
“The attitude at the time, like 10-plus years ago, was: ‘You’re meant to sing, dance, rap, model, do a lot of forward-facing things, but not really take part in the creative process behind the scenes,’” Lim stated. EJAE was pursuing a “super rare” path that she would basically have to create herself.
The grueling K-pop machine
Ironically, the film that made EJAE a star is an ode to the Korean pop music machine that disillusioned her all these years in the past.
“KPop Demon Hunters” displays how K-pop artists, often known as idols, bask within the glow of light sticks and fan chants. But in actual life, their fame comes with a excessive worth: harsh magnificence requirements, 3 am name occasions for broadcasts, public backlash for relationship and extra.
Even turning into a K-pop star usually requires years of intense coaching, spending “hours a day dancing and singing and rapping,” Lim stated.
On “The Zach Sang Show,” EJAE described going to vocal and dance practices after college and staying till midnight. (She additionally wasn’t the primary in her household to pursue a profession in leisure; her grandfather was a well-known actor and producer in South Korea within the Sixties and ‘70s.)
The massive K-pop machine is infamous for its artist improvement and manufacturing applications. Agencies meticulously plan out public debuts, coordinate each element of schedules and fan interactions and even oversee many elements of stars’ private lives.
Trainees are additionally closely scrutinized for his or her abilities and look, usually beginning after they’re very younger. EJAE was 11 years outdated when she joined SM Entertainment, certainly one of South Korea’s greatest leisure firms.
“There’s a lot of competition, a lot of critiquing. There were competitions within the training system where I’ve failed a lot and was rejected a lot,” EJAE advised NCS. “I’d constantly been hearing, ‘You’re not good enough, you’re not good enough.’”
When her contract led to 2015, EJAE was in her early 20s — already outdated for a K-pop trainee.
It’s an distinctive case when businesses do debut older idols, “and I didn’t meet that exception,” she stated.
With ‘Golden,’ she went platinum
EJAE described her departure from SM as a breakup: a mutual breakup, however heartbreaking nonetheless. She had spent her early life enmeshed with the corporate, and now she was on her personal.
“I didn’t know what to do with my life,” she stated.
She’d developed an curiosity in producing whereas at New York University, the place she studied music throughout a break from coaching. Encouraged by her mother and brother, she would go to DJ performances in New York and ask them questions after reveals.
“‘If you want to get something, you have to be proactive’ — that’s always been instilled in me, and that was honestly the start of my journey of discovering myself as a writer, whether it be producing or not,” EJAE stated.
She spent hours every day instructing herself to use music software program and how to make beats. She was intrigued by manufacturing, partly as a result of she didn’t see many ladies in that aspect of the business.
While determining her subsequent transfer after SM, she did a studio session with a Korean producer. She thought they had been going to make beats. Instead, he needed her to write a track.
“The last song I’d written…like actually wrote the melody and lyrics — was in college for a project, and it was a Christmas song and it was terrible,” she recounted. “So I was like, ‘What?’”
But she gave it a go, and to her shock, she fell in love with writing pop songs. The track she wrote that day was picked up and launched as “Hello” by K-pop singer Hani.
Although EJAE by no means debuted as an idol, the coaching helped her perceive the buildings and melodies that might work for songs. Andrew Choi, who would develop into her mentor, heard “Hello” and brought her onto his workforce and to SM songwriting camps. (Choi is the singing voice for Jinu in “KPop Demon Hunters.”)
“I think he saw potential in me, which I didn’t see,” she stated. “Sometimes it just takes other people to see something in you for you to believe in yourself, too.”
Since then, she has co-produced or co-written for a string of big-name K-pop acts, together with Twice, Suzy and Aespa. Perhaps her most recognizable hit is “Psycho,” by Red Velvet.
For “KPop Demon Hunters,” she’s credited on four tracks, together with “Golden.”
Maggie Kang, the film’s creator and co-director, stated she contacted the songwriter on the suggestion of her husband. EJAE was initially brought on as a songwriter in 2019 and supplied the lead singing position round 2022.
“We cast EJAE first. We had the demos and knew that we wanted EJAE to do the vocals,” Kang told Forbes final July. In a social media put up, she stated the demos helped the movie get the inexperienced mild.
EJAE, for her half, was extra hesitant. She had by no means been solid in a film earlier than, and, on the time, nobody knew “KPop Demon Hunters” would go on to develop into a international phenomenon. She enjoys being behind the scenes, the place there’s much less strain, she said in an interview with The New York Times.
“What made me say yes is the efficiency,” she stated. “I wrote the song; I know the nuances and how to sell it. I was confident about that.”
Now audiences are belting out her lyrics, and the music has given the film a life past the display. “Golden” held the No. 1 spot on Billboard’s Hot 100 for weeks final 12 months, heard in all places from grocery shops to dentist workplaces. Other “KPop Demon Hunters” songs equally dominated the charts worldwide, with a whole bunch of thousands and thousands of Spotify streams.
It’s a full-circle second for EJAE. Twenty years after she hoped to be a K-pop star and 10 years after her dream was crushed, her voice and lyrics are reaching listeners internationally.
“Golden” even discovered its means into international affairs: The leaders of Japan and South Korea not too long ago performed the track on the drums collectively in an usually loud display of diplomacy.
When “Golden” won its Golden Globe, EJAE referenced her time as a trainee – and her reinvention.
“This award goes to people who’ve had their doors closed at them,” she stated, accepting the accolade with her co-writer and producers. “I can confidently say rejection is redirection, so never give up.”
The-NCS-Wire
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