- A brief exchange at the door summed up the current hype around Korean-American producer and vocalist Yaeji. Two guys, at least twice the age of the 24-year-old, chatted excitedly about some of her recent tracks. The younger woman working the door chimed in: "Yeah, I really hope I get off work in time to catch her set."
Yaeji has become a viral sensation. After March's well-received debut EP, which featured 2016's breakout track, "New York '93," this month she launched into the digital stratosphere with "Drink I'm Sippin On," the video for which has already had more than two million views on YouTube. At Kremwerk last Friday, Yaeji, who splits her time between Seoul and New York, was joined by T. Wan, from the local TUF crew, and All Caps boss Bake.
Yaeji's rabid Internet following meant the dance floor was packed. Her fans hooted and hollered during every transition, behaving more like a crowd at a rap or rock show. I caught some early '90s house and the spine-tingling sample from Art Of Noise's "Moments Of Love." Bass-heavy bursts kept the energy high, while cuts like Stephanie 1993's "New Whip" introduced a more contemporary techno sound. The booth was dark, but Yaeji didn't hide in its shadows, the venue's blue lights glinting off her glasses.
Ultimately, the crowd were here for the hits—in particular October's YouTube sensation. Midway through her set, she picked up the mic and got some nasty feedback. Startled, she segued quickly into "Drink I’m Sippin On," sending the room into an instant frenzy. The mic issue resolved, she began singing along, though—presumably by accident—she'd cued up the vocal version rather than the instrumental. Not that anyone cared: the crowd shouted the lyrics while dancing feverishly, their phones firmly set to record.
Yaeji's appearance was exciting and it brought a new, younger audience to Kremwerk, but it also showed a murkier side effect of going viral. Most of the mob were only there for one track, not to luxuriate in her entire 90-minute set. Once the hype inevitably dies down, will they still be interested? That's a question worth considering—as much for promoters like Research, as for the artist herself.
Photo credit /
Howard Tran