RAIN
RAIN Company
In 2006, Rain staged the biggest U.S. concerts for Korean artists at the time, sang in Pepsi’s ads for the FIFA World Cup in Germany, sold over one million albums across Asia, and joined The TIME 100 list as one of the most influential people in the world. All before the term “K-pop” had found its place in the modern music lexicon, Rain was not only making mainstream inroads but standing alongside some of the biggest names in entertainment upon establishing himself as a top South Korean performer by mixing intricate hip-hop sounds with a slinky, stimulating display of showmanship.
Christina Aguilera starred alongside him in the Pepsi ads while Diddy shouted him out during his New York concert. One of Rain’s most visible moments came after Stephen Colbert playfully challenged him to an on-air dance battle when the Korean star beat him in the 2007 TIME readers’ poll and the stars filmed a skit together the following year. As Rain went on to new accolades like Hollywood movie roles, setting audience records in Japan, and performing at the 2008 Beijing Olympics, his star constantly shined bright at home. Rain launched and mentored boy bands under self-started labels, acted in film and television dramas across languages, and became a beloved variety TV star, particularly with 2020’s charity supergroup SSAK3 with comedian-host Yoo Jaesuk, Lee Hyori and fellow K-pop legend Lee Hyori that scored a Billboard chart hit with “Beach Again.”
While his reign never let up, the star’s last big moment in the U.S. was filming Lionsgate film The Prince with castmates Bruce Willis, John Cusack and 50 Cent in Alabama during the 2013 holiday season. Yet a decade later, Rain returned stateside as the most senior star performing at the 2023 KCON Los Angeles festival in August ahead of two concert dates as part of his STILL RAINING world tour in November.
Rain performs in Atlantic City for the first time at the Hard Rock Live at Etess Arena on November 22 before returning for his first show in Las Vegas since 2009 with a November 25 show at the MGM Grand Arena. With help in production from Infinite Prospects Entertainment, the production and management company that launched the We Bridge Music Festival and Expo in Vegas earlier this year, STILL RAINING is not just Rain’s first tour in seven years but a time to celebrate and honor the star’s 25 years in the game at a time of heightened awareness and appreciation in Korean music and culture.
And for Rain, the shows will spotlight an artist who is happier, wiser, and, finally, able to immerse himself in the moment.
“When I was much younger, I used to have this determination that I must succeed,” he shares via a translator in a casual Zoom call from Korea. “If I’m doing a concert, it must be a sold-out show. But nowadays, I just want to be able to enjoy my music with my fans.”
Reflecting on everything from the K-pop industry titans who mentored him then and now to his new tour, music and focuses, Rain explores the scope of his career below.
Jeff Benjamin: What’s special about this year to return to the U.S. and hold performances once again? And how are you feeling coming back to see your U.S. fans after all these years?
RAIN: It’s been over 10 years since I’m returning to perform in the States and, specifically, Las Vegas. I worked really hard over the past decade and a lot has transpired since then but it feels new again. I’m grateful to K-pop fans and my fan club for this opportunity to be able to return and perform in the States. There’s so much I want to show
Jeff Benjamin: How was making your U.S. comeback performance at KCON in Los Angeles this summer? Is that intimidating for such a big event and lineup?
I prepared a lot because it’s been a long time since I performed for a global K-pop audience and there were a lot of my juniors there watching. I wanted to give them my best. But I didn’t feel any nervousness because performing is what I do regularly and love. It just felt great being reunited with my U.S. fans; I just had a lot of fun. I used to think that, like a professional athlete, I would have to or should retire around the age of 40. But after performing at KCON LA, I thought to myself, “I think I can do this a bit longer. Perhaps, I can keep performing even at this age if I put in my best effort.”
Jeff Benjamin: It sounds like KCON might have inspired you to go on this new tour? Are there differences you notice between preparing for your performances now versus years ago?
Personally, there aren’t many differences for me as in the effort I put into preparing back then for my concerts versus the effort I put in now. But I do find myself listening more to younger K-pop artists’ music and Western artists’ music now to keep up with the current trends. If that’s half of my preparation, the other half is focusing on my strengths, continuously improving upon my performance skills.
Jeff Benjamin: Are any artists catching your eye these days? Or what inspires Rain these days?
I’ve been listening to a lot of Doja Cat’s music lately, but what inspires me is listening to the music of other artists that I like. I also get inspired by the everyday sensory things like the wind blowing or the smells or first impressions while I’m walking down the street.
Jeff Benjamin: Do your senses ever blend with sound and music? It’s called synesthesia and it seems common among artists.
Sometimes when the wind is blowing pleasantly, or I smell something nice, it triggers memories as well as feelings of different beats. I’ll record these beats on my phone to take back to my studio to make into beats for a track.
Jeff Benjamin: When making new music, do you feel pressure to have similar commercial success or ensure sold-out concerts? Or do you give yourself more freedom today?
When I was much younger, I used to have this determination that I must succeed. For example, I must sell a lot of albums, or if I’m doing a concert, it must be a sold-out show. But nowadays, I just want to be able to enjoy my music with my fans. When I’m working on new music now, I don’t approach it as intensely and scrupulously as I used to, but, rather, I tend to think more about will my fans like this, will they be able to easily sing along with me. I have been working on a new album, and I realized in the process that it’s less about putting out a strong image or proving myself to the world and more about creating music my fans and I can enjoy for a long time together.
Jeff Benjamin: Will we hear any of the new music at these upcoming shows?
Originally, that was the plan. The ‘STILL RAINING’ tour is going to be about a year-long tour, starting with Atlantic City and Las Vegas next month, with plans for Europe, Asia, the and South America. I’m thinking that the new album will come out around next March, about midway through the tour, so unfortunately, it won’t be ready in time for these first two U.S. shows but maybe we can end the tour with a finale in the States?
Jeff Benjamin: As a pioneer in K-pop, do you feel ways you’ve been able to help build K-pop overseas? I think you deserve much credit.
Two of the biggest pillars of K-pop are JYP [Entertainment] and HYBE. I’m thinking that J.Y. Park and Bang Si-Hyuk’s guidance and mentorship from the start of my career played a big role in my successes. I still turn to them often for their advice for running my own company, as well as my progression as an artist, and I still learn so much from them. Since I was their first artist, and I was successful, they went on to create more generations of successful artists. So, in that sense, I suppose I played a small role in K-pop’s success?
Jeff Benjamin: Tell us what that business side is like.What conversations are you having? And what reflections do you have on that business side of your career?
In Korea, running a K-pop entertainment and management company is very competitive, but I find it to be fun. Even with hard work and success, you will still face challenges and failures. But because I love what I do, and I have my older brother hyungs whom I can lean on for help or advice, I see even the tough times as part of my company’s and my personal growth and development. I’m always challenging myself and working extremely hard so that in 10 years, the RAIN Company can proudly celebrate the successes of our artists.
Jeff Benjamin: Is there a piece of advice from either JYP or Mr. Bang that you remember or memories you go back to help lead you?
Bang Si-Hyuk has treated me to good food on multiple occasions recently, and while sharing a meal together, he also shares a lot of wisdom with me. As for JYP, we speak on the phone quite often, especially more so these days because he’s preparing a new album release. I confide in both whenever I find myself worried or stressed about something because they both have an immense wealth of experience and knowledge in the entertainment and music industries.
Jeff Benjamin: Going back to you, what do you still want to achieve in your career?
First and foremost is just living a happy and healthy life with my family. Second is, for as long as I’m running a company, for my employees and artists to be happy. Happiness, that’s really it.
