The New Jersey–raised Korean-American rapper, Jessi has more than a decade in the Korean music business with stints as a solo artist and part of hip-hop collectives. In this exclusive, PSY opens up to Billboard for the first time about the plans for the P NATION artists, his crop of new talent, where his artistic inspirations lie today and more.
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I’m thinking of how to make that same great concert for Jessi, HyunA, E’Dawn, and a boy or girl group. If we are saying what the special essence of P NATION will be, it’s those big concerts, those big performances.” Among the things that I learned was directing my concerts and shows myself for 19 years. “When I launched the company, I wrote on Instagram that I want to share the things I learned. He centers that around the goal for creating careers where his artists have long-lasting success akin to the semi-annual stadium concerts he holds in Korea. “Trying to be different is really dangerous, I think, I just want to concentrate on the basics - our basics are, of course, making good music and making appropriate music with great dancing and great videos,” he says of his vision. Brainwash that towers over his balcony) and not-so-subtle references to himself (like a throw pillow designed with a cartoon cat boasting his famous “Gangnam Style” look). Inside what feels like a cozy apartment complete with a couch, lounge chairs and balcony, PSY speaks calmly and cross-legged, explaining his plans for P NATION in a workspace that includes various award-show statues (his MTV EMA, his American Music Award), high-end art pieces (including a statue by French-born artist Mr. “As we’re talking, K-pop is really huge and it’s not domestic anymore,” PSY reflects inside his top-floor office that boasts not only his work desk and recording equipment, but a reminder of his accomplishments. The company will move in the fall, but for now the international flavor of Itaewon feels aptly appropriate for the burgeoning company that PSY says will have hip-hop and performance-based styles at its core but looks to make major, mainstream musical impacts. The company will not only support PSY’s artistic career, which will include new music in 2019, but established K-pop acts Jessi, HyunA, E’Dawn, and a slew of new talent currently being trained. While most K-pop agencies are based in the posh Gangnam neighborhood in Seoul - the same one PSY’s breakout hit was named after - P NATION currently sits in a temporary location in the city’s Itaewon area known as a popular spot for foreign tourists and frequently visited by stationed U.S. At the top of this year, PSY took to social media to announce the creation of P NATION, a new management agency and record label where the star acts as founder and CEO.