Swizz Beatz, a renowned American rapper-producer, said on Monday K-pop is leading a trend for new music and that he wants to play a leading role in introducing Asia to the West through Korean music.
“What I found in Korean pop music is a new expression. The world is open for new things and I think right now K-pop in Korea is leading in that area. I’d like to be the one to introduce that to the West,” the musician said during a news conference in Seoul.
The musician, also husband of the famous U.S. singer Alicia Keys, is in Seoul to sign a partnership agreement between his company named after him and O & Media, a South Korean entertainment company.
The agreement calls for the two companies‘ partnership in helping U.S. pop artists advance to the Asian market and new K-pop artists to the U.S. market, according to the local entertainment agency. The two sides also plan to produce joint albums of leading musicians of both countries, it said.
“My idea to bridge the world together with music starting in Asia and going to the West is something that is new, untapped and leading to the future of bringing the worlds together. And this partnership is the beginning in making a history,” Beatz said.
He said K-pop represented by such leading groups and singers as Kara, Big Bang, 2NE1 and Boa has already had many successes in Asia but can appeal to the world with help from the partnership.
Swizz Beatz, whose real name is Kasseem Dean, has produced pop albums for top celebrities, including Madonna, Britney Spears, Eminem, U2, Lady Gaga and Jay Z.
The musician is also known for expanding his business to other industries such as film and art.
“I think the more we come together, the more that everybody as a musical voice can be heard because music, whether it’s in hard times or good times, is always the No. 1 answer,” he stressed.