Code Kunst: ‘I Don’t Want To Give Up On My Narrative To Make A Hit Song’

This story appears in Rolling Stone India’s K-Music Special Issue, on sale now. Buy your copy here.

A couple of years ago, I wrote an op-ed piece about one of my favorite South Korean producers, Code Kunst. At the time, he wasn’t quite getting the appreciation he deserved and I wanted to highlight his strengths, his genius understanding of R&B and hip-hop, and showcase why he was a core pillar of the South Korean music industry. A few weeks after I published my write-up on him, his label AOMG reached out to convey Code Kunst’s thanks and asked if I’d be open to having a conversation with the producer about his work. We connected a few months later to discuss several of his iconic releases, the process behind his 2020 record People, his ambitions, goals and beliefs as an artist. It was a conversation I’ve always cherished and today, I’m glad to be able to share it with the world.

Born Jo Sungwoo, Code Kunst first debuted independently in 2013, establishing himself quickly with his first two records, Novel (2014) and Crumple (2015). He gained global recognition with his 2017 record Muggles Mansion, a stunning LP that featured deep-dives into old-school blues, rock, soul and hip-hop, which he tied neatly together with his signature vocal chopping techniques and instrumental loops. Epik High’s Tablo, R&B artists Lee Hi, Colde, G.Soul, Car, the garden and Suran, hip-hop icons YDG, Dok2, Nucksal, Loopy and Punchnello and rocker Oh Hyuk, (then up-and-comers) MINO and BeWhy were among the few who lent their voices to the record. While every track showed off each artist’s distinctive style and strengths, it remained a Code Kunst record. He has this way of making you look at your favorite artists from a new angle as they tackle blends of genres and collaborators they haven’t before. There’s a lot of mix-and-match, and he constantly surprises audiences with combinations that don’t make sense on paper, but somehow stun upon their release. In all honesty, the meaning behind his stage name, ‘music that becomes art,’ is the easiest way to make people understand what he’s all about.

This also rings true with People (2020), a whopping 17-track LP that saw a familiar slew of incredible collaborators–including AOMG’s Jay Park, Simon Dominic, GRAY and Woo. There’s a sweetness that runs through this record as compared to his previous releases – you’ll hear it in the abundance of acoustic riffs sprinkled across the album, the soft-rock influence that ripples through and in the surprisingly gentle lead single “Flower” (a pastel-fueled soft-rock, feel-good track that I didn’t expect to see Giriboy, Jay Park and Woo take on together. Classic Code Kunst). Of course, he never abandons his affinity for the blues – you’ll hear plenty of it blended in with sharp relays of trap, especially on “Joke!” and  “Set Me Free.” It was a sonic evolution that I was glad to see him take, and he explains, “When I make an album, I focus on my emotions in that particular moment and convey them through songs. This album sounds brighter than my other albums since it was influenced by the positive energy that I’ve received from the people around me.”

After getting to know Code Kunst a bit better, it’s clear that his ability to understand the musicians he works with comes from the desire to take care of them, to ensure he’s doing his best to bring out their best qualities. Even when I ask about his goals for the future, his focus remains on how he can be the best producer to help another artist convey their message. “I don’t have any extensive goal that I’ve set for tomorrow, but from now on, I would like to continue making music and take care of my people at the same time,” he says. “I also want to work on different music genres and collaborate with various artists with a more respectful mind.”

In this exclusive interview with Rolling Stone India, Code Kunst opens up about his creative process, his appreciation for Raja Kumari and how signing with AOMG changed his life.

First and foremost, congratulations on the success of People, it’s an absolutely beautiful LP! Can you tell me a little bit about when you began working on it? 

Thank you! My past albums were more focused on self-expression, sharing my personal experiences and thoughts. On the other hand, I made this fourth LP album to return my gratitude to people as I’ve felt that the range of fans who love and support me is expanding. 

Did you have a certain vision when you began making this record and do you feel you’ve met that vision or perhaps maybe even surpassed it?

This album was made for ‘people,’ so I thought it’d be meaningless unless a lot of people get a chance to listen to this album. I think I’ve met that vision to some extent because I’ve noticed that people who didn’t know who I was before are now listening and reacting to my music. 

People is sonically a much brighter record than your previous releases – even the album artwork and the music video for “Flower” is so uplifting. A lot of fans have expressed it’s lovely to see this side of you. What are some of the things that influenced this positive space for you as an artist?

I think one’s genuine emotions shouldn’t be forced, or one should pretend to be something they are not when making music. When I make an album, I focus on my emotions in that particular moment and convey them through songs. This album sounds brighter than my other albums since it was influenced by the positive energy that I’ve received from the people around me. I’m always grateful for my fans, the label, and friends for their love and support. 

You’ve mentioned that “Flower” is about the sadness within an artist despite the glamor of fame. Is that the core theme of this record, things that are hidden behind the success? 

“Flower” itself is a common subject, but I believed that I needed to deliver happiness through this song. I wanted people to feel comforted when they watch this song’s music video. The album’s core theme itself is about people. The record begins with stories about pain from love, then continues to the more personal narrative about living an unordinary life of mine. The album culminates with the message that you can overcome hardships in life, no matter what obstacles face you. 

Nowadays we’re seeing a lot of artists prefer to release singles and EPs, but you’re known for dropping expansive LPs that span over a dozen tracks – People alone has 17! Do you feel it’s easier to express yourself through a longer narrative? 

Instead of counting each album that I’ve released, I considered my life itself as the full album. This album, People, expresses a relaxed and comfortable stage of my life which some fans would not like.

This is your first major LP since Muggles Mansion. Does the success of a previous record put a lot of pressure on you about what you deliver next?

I’m always thinking of what my following step will be, so there wasn’t much pressure in moving on to the next album. One thing I did keep in mind was that the fans who like the minor and indie side of me from the past wouldn’t enjoy this album as much, but I didn’t want to hide my honest feelings.

As usual you have a lot of incredible collaborators on this record including Lee Hi, Jay Park, C Jamm, Nucksal and more. Many are artists you’ve worked with before and there are plenty of new names as well. How did you choose who you wanted to feature on People? What is your process of knowing which collaborator is right for a track?

I’m truly grateful for being able to collaborate with such wonderful artists. As People is all about people’s lives, I wanted to make this album with the artists that I’ve personally shared happy memories with. Also, most of those artists are close friends of mine who I’ve gotten to know through mutual friends, TV shows, or work. 

Who is an artist you would love to work with next?

I want my next album’s theme to be strikingly new and unconventional. There are so many artists that I’d love to work with. I’d love to collaborate with Yuna Kim of JAURIM, an amazing rock artist. Also, I’d love to finish the track that I was working on with Alina Baraz.  

When did you first become interested in making music? How did you know this is what you wanted to do with your life? 

I’ve always loved listening to music, but I first became interested in making music during my mandatory military service period. Due to the constrained environment, I got so stressed and desperate for music that I started making music after getting released from the service. I didn’t expect that I’d pursue music as a full-time career at that time, because I just followed my gut feelings and I’ll keep being honest with myself.

One of my favorite things about your artistic style is the incorporation of blues, rock and soul, and you have the vibe of being an old soul. What influenced the development of this style and who are the artists that sparked your interest in these genres? 

I enjoy different genres of music – hip-hop, pop, and so on. I get deeply touched and inspired by artists like Mac Miller, who expresses one’s personal and genuine emotions through unforgettable songs. I would also like to add that my life has been greatly impacted by black music and its culture. I truly respect and love them with my whole heart. At a time like this, I believe that we need to work and voice up together to make a better society against racism.

In your experience as a producer and songwriter, what are the building blocks of a hit? How soon into the process of making a song can you tell that it will really resonate globally?

I think there’s some kind of formula for a hit song, but even when I sense that a particular song could be a hit, I don’t make it if the message doesn’t fit my purpose of the song, which is the most significant part when I make music. I don’t want to give up on my narrative just to make a hit song.

What do you think would surprise people the most about the production process behind some of their favorite tracks? We usually just hear the finished product, the result of all your labor, but what are some things that we as an audience just aren’t aware of?

Well, my past albums were self-produced. On the other hand, I’ve received a lot of help from many people for this album. Also, I intended the songs to resonate with a global audience, so even when Korean artists were on the final product, several demos were done by international artists. I sampled some songs from international artists as well.  Another interesting story is that I started making the song, “Flower,” a few years ago for Woo’s af album. However, both Woo and I were not in a positive mood at that time and felt our honest feelings were against the vibe of the song. Then, when we were in a comfortable stage later, we could finish recording the song, which has become the title of People. Unlike us, Jay Park’s part was ready two years ago, so his recording part is the audio file from back then. 

How has your journey with AOMG been so far? How did you know it was the right label for you when you joined back in 2018?

I think becoming a part of AOMG has been the turning point in my music career. Before signing with AOMG, I used to be very picky with the kind of music, considering the genres that I don’t enjoy were not that attractive to me. However, many artists with a wide spectrum of music genres at AOMG made me more appreciative and open-minded in pursuing different kinds of music. 

How do you hope that the artist you are today crafts the Code Kunst of tomorrow?

I don’t have any extensive goal that I’ve set for tomorrow, but from now on, I would like to continue making music and take care of my people at the same time. I also want to work on different music genres and collaborate with various artists with a more respectful mind. 

Are there any Indian artists or films that you’ve checked out, anyone you’d love to collaborate with someday?

I just searched and listened to Raja Kumari’s “Shook.” I liked the vibe of the song. 

What are your plans for the rest of 2022? Are there any exciting projects we should keep an eye out for? 

I don’t have a particular plan for this year in my mind yet, but if anything, my next album release would be smaller in scale compared to People.

Stream Code Kunst’s ‘People’ below: