THE IRIDESCENT WORLD OF RAD MUSEUM
RollingStone India|January 2022
THE PRODUCER-SONGWRITER DISCUSSES HIS UNIQUE ARTISTRY, POPULARIZING THE ALTERNATIVE GENRE IN SOUTH KOREA AND HIS (STRANGE) LOVE FOR INDIAN ADS
DIVYANSHA DONGRE
Discovering the meaning of an artist’s stage name is the first facet of their artistry you unveil, giving you an understanding of their creative persona. But in South Korean musician Rad Museum’s case, we’ll have to sit tight and let our assumptions marinate just a little longer. “I think you will be able to find out about (its meaning) when my studio album and images get released,” he teases.

Born So Jae-hoon, Rad Museum’s music is as unique as his moniker. One of the most admirable aspects of his artistry is his willingness to capture his surroundings into a three-minute composition of verses and flows. So it’s a no-brainer as to why I was instantly drawn to his August 2021 release “AirDrop.” Despite the absence of translated lyrics upon its release (and my own commitment to master the Korean language,) I felt drawn to the overarching theme of the release- ‘The Future Is Already Here.’ Though my interpretation was far off from his vision–now clear thanks to the translated lyrics– having the liberty to interpret the piece based on real-world events was an exultant experience.

Like most musicians of the genre, Rad Museum grew up around R&B, admiring the compositions and lyricism of several artists. Discovering, listening and imbibing new voices soon became part of his daily routine, making music his “number one priority.” Creatively charged with bursts of inspiration occurring often, the singer-songwriter expanded the horizons of his creativity through graphic designing. “I majored in graphic design at first and started making music seriously after I met my friends at You. Will. Knovv [his label].”

Founded in 2017 by South Korean alternative R&B singer-songwriter, rapper and record producer, DEAN, You.Will.Knovv is an independent label currently representing South Korean singer Miso, Rad Museum, DEAN and South Korean rapper Tabber– the latest addition to the label. For the original trio (Dean, Miso and Rad Museum,) their story goes way back to the time they spent together under the musical collective, Club Eskimo.

For Rad Museum, declaring You.Will.Knovv as his new home was a no-brainer. There’s often a great deal of thought and contemplation that goes into picking your label, and why wouldn’t there be? After all, finding the right agency determines your growth as an artist. You need to immerse yourself in a system that empowers you to nurture your strengths. This was the case with Rad Museum, though the label was initially recommended to him by DEAN. He agreed to join the roster after discovering the powerful connection label members share. “The team members (Miso, Tabber and DEAN)are very close to each other so there is no need for any explanation,” he says.

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