Introducing K-Pop’s New Group VVS, Who Intend to ‘Evolve’ the Genre
“I had my own vision for what I wanted to hear in K-pop,” says Paul Thompson, an Italian American who 11 years ago moved to South Korea from California to teach English, but has since become better known as chart-topping K-pop producer MZMC and founder of MZMC Inc., an entertainment group based in Seoul. “I knew no other company was 100% going to let me do the vision I had. It was time for me to try to evolve K-pop.”
Enter VVS, Thompson’s newly formed group eyeing October for its official debut, and with four albums already mapped out. Embodying his love for The Neptunes, Timbaland co-producer Danja and singer-songwriter-producer Ryan Leslie, Thompson created a streamlined sound for the new act, which is named after the diamond category of the same name. “I would say we’re mashing up Ariana [Grande’s] ‘POV’ and Nicki Minaj,” says Thompson, who calls the members of VVS “the right five to push K-pop forward.”
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With one Japanese and four Korean members, VVS comprises Brittney (20, the group’s leader and English speaker), Ilee (19, a rapper inspired by Blackpink’s Jennie), Rana (18, the main dancer who is musically influenced by Lauryn Hill), Jiu (15, the main vocalist who looks up to K-pop powerhouse Taeyeon) and Liwon (15, a vocalist who admires fellow teen singer Kiana).
For now, the quintet has daily rehearsals, vocal and rap lessons, and group workouts. As their debut looms closer, the members will move into a shared living space and add media training and language lessons as part of K-pop’s famous trainee system. But unlike other trainees, the members of VVS will have had what Brittney and the girls call “culture classes” to dig into the roots of R&B and hip-hop.
“From the cultural beginnings to today where female rappers are able to perform onstage with such confidence, the fact that we are able to learn about the history of the OGs is really meaningful,” Ilee says through a translator. “We learned about female rappers at the start of the hip-hop industry, like Lil’ Kim, who influences me because she’s very confident.”
Meanwhile, Brittney — who nearly abandoned her K-pop dreams after time training in two different agencies before joining MZMC Inc. — pulls inspiration from an act closer to home. “BTS came from a small company,” she says. “We come from a small company, too, so I think there’s a lot that we can learn from them. They’re very hard workers, they put all their effort into their job, and when they perform onstage, they’re 100%. I think their teamwork is amazing, so I tell my girls about them, too.”
After initially moving to South Korea to teach English, Thompson spent the following decade becoming the chart-topping K-pop producer MZMC for arena-filling acts like EXO, NCT and Kang Daniel. Similar to NewJeans mastermind Min Hee Jin and other K-pop creatives who have moved from the liner notes to the C-suite, Thompson transformed his producer moniker into a corporate entity, founding MZMC Inc. in early 2019 and incorporating as a Korean entity in January 2020 with an all-Korean staff and crop of songwriters that includes K-pop idol Yuju and lyricists in Los Angeles and Nashville.
Thompson’s own body of work — alongside key hires of management, casting and artist development veterans in Korea — quickly earned his new label the trust of the industry. Blackpink’s agency, YG Entertainment, has already invested in the company through a deal with its distribution division, YG Plus, to assist in merchandising and marketing, as well as global distribution.
And despite operating as an Italian American in a predominantly Asian industry, Thompson says, “All the parents know what I’ve done, all the trainees know, and a lot of them audition because of the music. They realize, ‘OK, the company is still Korean, all the contracts are done in Korean, it just happens that the CEO is not.’ ”
Despite its American influences, MZMC Inc. plans to target the international K-pop fandom as well as the scene’s core markets like Korea, Japan and English-speaking territories. “It’s going to be harder for us to get across because all the big companies have way more money than us to put toward marketing,” Thompson says. “The best way we can market ourselves is to go through other channels where we don’t have to put a huge budget behind that.”
That’s exactly why he has made yet another unconventional move: welcoming Anderson Cooper to film a CNN documentary about MZMC Inc. to air at a later date. Thompson believes embracing such an unfiltered approach during a time of creative experimentation points to the type of ambition needed to break through industry hierarchies.
“They’re already going to be questioning if we’re authentically Korean,” Thompson says. “A lot of the Korean companies’ first target demographic is going to be Korea. For us, it’s still Korea, but we know we have a barrier there to entry anyway, so let’s see how we can market ourselves more accurately [beyond that].”
This story will appear in the April 27, 2024, issue of Billboard.
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