RED KEEF

Question 1

How did your journey into music begin? Was it a conscious decision or just a random moment when you simply thought why not?

Back in middle school, Supreme-Team and Dynamic Duo were absolutely massive in Korea. My friends and I would always go to karaoke (noraebang) and rap along to their songs. Eventually, rumors spread around school that I was actually pretty good at it, which led me to join the rap club in high school.

Through the club, we did a lot of performances at neighboring high schools, and we even pooled our own money together to rent out clubs for our own independent shows. Around that time, I naturally started making music after forming a crew with some like-minded friends. Hearing Beenzino’s track "Away" (멀어) made me think, "Man, I really want to create my own songs." Then, when I was in high school, Keith Ape released "It G Ma." Watching that music video was the ultimate turning point that made me realize I wanted to become a professional rapper.

Dynamic Duo: Two childhood friends — Choiza and Gaeko. They are one of the most long-standing, respected, and commercially successful rap groups in South Korean history. In 2006, they founded Amoeba Culture, a powerful independent label that introduced stars like Crush and Zion.T to the world. Their tracks (such as "Ring My Bell") combined a groovy old-school beat, technical rap, and deeply soulful, catchy choruses.

Supreme Team: Two prominent figures from the underground scene — Simon Dominic and E-Sens. The group lasted only a short time (2009–2013), but managed to win "Best Male Group" at the prestigious MAMA awards in 2010. Their hits "Supermagic" and "Then Then Then" were known nationwide. Following their disbandment, both became superstars. Simon Dominic took the helm of the legendary label AOMG, while E-Sens released the album "The Anecdote," which critics regard as one of the greatest hip-hop albums in Korean history.

——————————————————————————————————————

Question 2

What kind of person were you during the period of your first tracks on SoundCloud and your 2020–2021 releases, when you were actively putting out music? How different is that version of you from the Red Keef of today?

During the 2020–2021 era, my entire existence revolved solely around music. I was attending university, but my nights were completely consumed by production. My head was constantly filled with nothing but lyrics and track ideas. After forming a crew called XV, my teammates and I spent countless hours agonizing over how to make it big. I practically buried myself in books and movies just to force some inspiration.

Back then, making music felt like an intense battle. I was churning out more than five tracks a day. Because of the overwhelming pressure to succeed and the deep anxiety about my future, I wasn't really making music happily—it was actually a pretty painful process. Looking back, I think a lot of that raw anger and depression naturally bled into the tracks I dropped during that time.

——————————————————————————————————————

Question 3

Why «RED KEEF»? Is there a story behind the name?

When we were setting up our very first independent club show in high school, I suddenly needed a rap name to put on the promotional poster. I was weighing a few options, and since Chief Keef was one of my favorite foreign rappers at the time, I chose "Keef" because I loved the cadence and tone of the word. I then paired it with my favorite color, red, to create RED KEEF.

——————————————————————————————————————

Question 4

If we take away the stage and the music, what kind of person are you in everyday life? How is Jaewon different from Red Keef?

First off, I'm a highly positive, active, and energetic person. I love hanging out with people and traveling the world. I'm also very forward-thinking and driven, meaning I have big dreams and serious ambition. Right now, my ultimate goal is to become completely irreplaceable in this industry, and I’m working incredibly hard to get there.

In my line of work, I believe being bright and approachable is vital, so I make a conscious effort to treat everyone with genuine kindness. In my daily life, I’m just a vibrant guy who loves joking around with my friends and having a good time. For context, my MBTI is ENTJ.

——————————————————————————————————————

Question 5

You took a long break from music. What led to that decision? What was going on during that time: were you trying to find yourself or did your priorities simply shift?

When I released my album [% (PERCENT)] in March 2021, I was a university senior, which meant I was facing major crossroads regarding my actual career path. My major was Industrial Systems Engineering, but it completely clashed with my aptitude. I spent a long time deeply reflecting on what I truly loved and what kind of work would make me pour my entire heart and soul into it.

The conclusion I finally reached was simple: I am obsessed with hip-hop and I love traveling abroad. I realized I needed to work at the intersection of those two passions. Consequently, I landed a job in the hip-hop industry in November 2021. Once inside, I got to see so many mind-blowing, legendary artists up close. Instead of feeling inspired, however, I actually felt hit by an insurmountable "wall". Experiencing that reality check caused me to gradually stop making music. Eventually, I packed up my studio entirely and stepped away from releasing tracks, entering a long hiatus.

——————————————————————————————————————

Question 6

Have there been times when you thought, “I’m done with music”?

Yes. After entering the corporate side of the industry, I genuinely decided to quit music and lived my life believing, "I am no longer a rapper." I completely stopped creating and actively stripped away my artist ego.

Before that, I had become so destructively obsessed with the music-making process that both my mental and physical health took a massive toll. Honestly, the thought of needing to walk away from music for my own good had been lingering in the back of my mind for quite some time.

——————————————————————————————————————

Question 7

You’ve become a concert tour manager. How did this transition from performer to “behind-the-scenes” role come about? What drew you to this role?

As I mentioned earlier, during my career transition, I desperately wanted my daily work to revolve around hip-hop and international travel. Ultimately, I manifested exactly what I wished for: I became a tour manager responsible for bridging Korean hip-hop artists with global stages, and I am incredibly fulfilled by this job. The fact that I get to travel the world while introducing the domestic hip-hop scene I love to a global audience completely feeds my inner drive.

I have a profound love for hip-hop, which gives me this deep sense of mission to protect and elevate the culture. Honestly, I couldn't have found a career that aligns more perfectly with my personal values and core beliefs.

——————————————————————————————————————

Question 8

How challenging is this job, really? Is it more about organization or knowing how to connect with people?

Getting domestic artists onto local stages takes an immense amount of work, but executing an international show is on a completely different dimension. It requires the collective effort of so many moving pieces, making communication and coordination the single most critical skills on the job.

Booking artists demands incredibly delicate navigation. Since overseas tours require artists to block out massive chunks of their schedules, adjusting conditions—from flights and hotels to riders—involves rigorous negotiation. Persuading them takes a massive amount of effort.

The same applies to coordinating with local promoters. You need seamless, tight communication to sync up timelines perfectly. In that regard, I am endlessly grateful to have found such an invaluable partner in TAPE AGENCY. Meeting Sophie and Asya was a stroke of absolute luck in my life. It brings me so much joy to map out massive dreams alongside them. I respect them immensely and want to use this interview to give them a massive shoutout.

——————————————————————————————————————

Question 9

How has your understanding of the industry changed after working behind the scenes as a tour manager?

Before I actually stepped into the corporate music industry, I honestly had no idea just how many people sacrifice their sweat and tears to bring a single concert to life. Pulling off an overseas show requires an immense village, and I am perpetually grateful to everyone involved.

My perspective on the music industry has shifted a full 180 degrees, and I am always striving to help steer things in the right direction. My understanding of the business leaps to the next level with every single tour I complete. Truly, no asset is more valuable than raw experience.

——————————————————————————————————————

Question 10 

You came to Moscow this winter with some Korean hip-hop. What are your impressions of Russia and the audience?

Since it was my very first time visiting Russia, I was incredibly excited. I vividly remember looking out the window as the plane was landing in Moscow and seeing the entire world covered in blanketing white snow—I loved it. I actually much prefer freezing, snowy climates over hot countries.

To be fair, I’ve managed tours across a ton of countries, including the UK, France, Indonesia, Thailand, Japan, the US, and Brazil. But I can say with absolute honesty: seeing the Russian crowd for the first time completely shocked me.

In my book, Russian crowds are firmly Rank #1. Their raw energy and deafening cheers were legendary. At the afterparty, I got the chance to see the fans from a much closer distance, and their explosive enthusiasm made me feel incredible. I was profoundly grateful.

——————————————————————————————————————

Question 11

You probably know that you’ve received a huge response from Korean hip-hop fans in Russia. Was that unexpected for you and why?

Since it was our very first official run in Russia, I had absolutely no expectation that the reception would be that white-hot. To be fair, the local promoters had told us in advance that the show was sold out and that the energy was going to be wild, but I genuinely couldn't comprehend that it would be this massive until I saw it with my own eyes.

——————————————————————————————————————

Question 12

Is the Russian audience different in any way? Many artists say that we’re very loud fans and know how to show our love for them in a big way.

Having experienced crowds all over the world, the sheer energy and love radiating from Russian fans is undeniably number one. I can feel that they genuinely, deeply love Korean hip-hop, which makes me so thankful. Honestly, I didn't even dream that they would recognize me personally.

——————————————————————————————————————

Question 13

What’s the strangest or funniest thing that’s ever happened to you in Russia? Tell us some funny details.

To be completely real, the night before the show, I ended up drinking vodka until dawn. As a result, I woke up on the day of the concert with a horrific hangover and spent the entire day barely surviving by chugging Russian hangover cures while running around working. And then, I went straight to the afterparty and drank a ton of alcohol all over again!

The afterparty was honestly an absolute blast. There was a moment outside the venue where I got to interact directly with the fans. They welcomed me so warmly and asked so many interesting questions, making it a memory I look back on with a huge smile.

——————————————————————————————————————

Question 14

After that tour, you essentially started a new chapter with your own fan base in Russia. Do you feel any pressure due to the sudden surge in attention?

I don't feel any pressure at all; I am just incredibly grateful that people are directing so much love toward me. I never expected this level of support and attention, and I am constantly thinking of ways to return the favor. Right now, the promoters and I are cooking up an immense lineup of Russian shows and festivals booked all the way through next year. My goal is to bring an abundance of incredible Korean artists over to Russia. That is my way of paying back this immense gratitude.

——————————————————————————————————————

Question 15

You built up a following on Telegram pretty quickly. Did you expect that kind of response?

Not even in the slightest. When someone first suggested I start a Telegram channel, my immediate thought was, "Who am I to do something like that?" Thank you all so much for giving me such overwhelming, undeserved love. Moving forward, I plan to use my Telegram channel to drop exciting updates about upcoming Russian shows, alongside plenty of exclusive info and behind-the-scenes scoops that you won’t find anywhere else!

——————————————————————————————————————

Question 16

And it seems that was exactly when you returned to music by releasing a new album. What was it that brought you back to creating music?

While on tour in Russia, I felt this indescribable, deeply moving wave of emotion that I had never experienced on any prior global tour. It hit me so hard that on the flight back to Korea, I became determined to give something back to the Russian fans, no matter what it took.

As I brainstormed what I could offer, I thought about the tracks I had previously shelved. I decided to unearth them, completely re-arrange, mix, and master them to drop a brand-new body of work. In reality, every single track on [NEO] was originally written back in 2021. The moment I touched down in Korea, I spent an intense month re-arranging the material and rushed to get it out on March 30 to deliver it as quickly as possible.

Even the music video was actually shot years ago. Because I walked away from music right around the time I originally planned to release it, the visual sat hidden in the vault. Thanks to this beautiful turn of events, it finally saw the light of day after five years.

——————————————————————————————————————

Question 17

Is your new album a continuation of your old sound, or is this a different Red Keef? Did your touring experience and trip to Russia influence it?

Since all the skeletons of these tracks were built in 2021, I can't call it a fundamentally "brand-new" sound. However, I went through an extensive re-arrangement process to meticulously reshape the tracks into the exact sonic aesthetic I gravitate toward right now. While the touring experience and my trip to Russia heavily catalyzed the decision to put this album out into the world, it didn't directly alter the writing of the tracks themselves, given they were already composed.

——————————————————————————————————————

Question 18

What is this album about, if we’re not talking about the sound but rather the underlying emotions and thoughts?

To start, the album title [NEO] is directly pulled from the protagonist of my all-time favorite film, The Matrix. The project as a whole is deeply influenced by various dystopian, sci-fi masterpieces.

Just like how The Matrix captures the journey of Neo realizing his identity to become "The One," this album serves as a definitive punctuation mark on my artist ego. It documents the raw process of my everyday identity (Jaewon) and my artist identity (RED KEEF) finally fusing into one cohesive self. It’s an album that houses unfiltered, honest emotions: anger, depression, anxiety, and deep isolation. For those curious, it also draws heavy thematic inspiration from Blade Runner, 1984, and Do Androids Dream of Electric Sheep?, so it is packed with layers of metaphor and allegory.

——————————————————————————————————————

Question 19

Is there a song on this album that is the most personal to you?

If I have to pick just one, it’s undeniably "REPLICANT". I had always harbored a strong desire to create a track that felt less like a traditional hip-hop beat and more like a cinematic movie score, and this song perfectly manifested that vision. It’s personally my most-listened-to track on the project.

Textually, I projected my own vulnerabilities onto the Replicants being hunted down by Blade Runners. I feel like my unstable, volatile mental states from that era were beautifully captured in the lyrics, and utilizing the grand, cinematic sci-fi soundtrack aesthetics I’ve always romanticized gives this track the deepest meaning for me.

——————————————————————————————————————

Question 20

Let’s step away from the music industry for a moment and talk about you as a person. If it weren’t for music and the industry, what would you be doing?

I actually have an incredibly wide array of interests. If I weren't operating within the music business, I most likely would have carved out a path in the content industry, digital media magazines, or graphic design. Fun fact: I actually used to work actively as a 3D designer, and back when the NFT wave was peaking, I operated as an NFT artist and even had my digital artwork hung in physical exhibitions.

If I were to pick what excites me most outside of music today, it would definitely be working as an AI designer. I have a massive fascination with professionally generating cutting-edge imagery and videos utilizing AI tools.

——————————————————————————————————————

Question 21

What inspires you in life? And I’m not just talking about inspiration for making music, but about life in general.

Cinema and television series, without a doubt. I am a massive cinephile and have consumed an astronomical amount of films and international dramas. They allow me to vicariously live out entirely different lifetimes that I could never experience firsthand, and dissecting the core messages embedded in those stories gives me endless inspiration.

On top of that, the ultimate catalyst for my real-world inspiration is international touring. Every single time I finish a run abroad, I return home bursting with massive energy and a flood of creative concepts. I usually brainstorm my best ideas on the plane ride back to Korea and immediately put them into execution upon landing—exactly how this 5-year-old album finally came to fruition.

——————————————————————————————————————

Question 22

A little creative question: If your life were a song, which one would it be?

Hmm, if my life were compressed into a single track, it definitely wouldn't be a happy, bright song. If you look at the overall vibe of the music I’ve made up until now, cheerful tracks simply don’t exist in my catalog; they are mostly dark, aggressive, and intense. Having lived a life filled with dramatic twists, turns, and a chaotic variety of heavy experiences, I think my life song would sound a bit frantic and unhinged... Hahaha.

——————————————————————————————————————

Question 23

What are your plans for the near future? Can we expect new music from you, or are you currently focused on your work as a tour manager?

To be transparent, I do have one or two unreleased tracks sitting in my vault. Nothing is set in stone just yet, but seeing how my calendar is absolutely packed with upcoming Russian tours and festivals just like last January, I honestly don't even know how my own mind will shift down the line.

When I officially dropped NEO, I did so under the firm impression that it would be my final album. But then again, life has a funny way of never going exactly how you plan. I've learned to never say never, so I don't want to definitively lock the door and label it my absolute last.

——————————————————————————————————————

Question 24

To wrap up this interview, could I ask you to give Russian fans a hint - something interesting and challenging about which artists we can look forward to in 2026? We'll all try to figure it out together.

Because most of this is tightly bound by NDAs, I can’t give away explicit hints just yet. What I can tell you is that we have an incredible volume of unannounced Russian tours and festivals currently locked into the pipeline.

Most notably, in September, BLOO embarked on an 8-city tour, and I’ll be on the ground acting as the tour director for those 3 weeks. I am genuinely ecstatic that I’ll get to spend such an extended period interacting with the Russian fans face-to-face.

Beyond that, I can tease that we have about 4 to 5 massive shows fully secured for the second half of 2026 alone. You guys can expect major concert announcements dropping every 1 to 2 months. Every single one of them features absolutely mind-blowing artists, so you should definitely keep your expectations high. My lips are sealed, but I'm dying to spill the beans! 

——————————————————————————————————————