When Asia’s underground scene united in Itaewon

On November 6, Seoul’s Blank Site club in the Itaewon district became the site of a notable convergence for Asia’s underground music scene through the Found Friends event, a collaboration between Berlin’s Live From Earth and London-based Eastern Margins. This gathering is emblematic of the growing international visibility and cross-border collaborations emerging within East Asia’s underground music culture.

The event brought together an eclectic lineup of genre-blurring artists, including Billionhappy, a pioneering figure of Nu China making his Korean debut; Rui from the Japanese pop collective f5ve transitioning into DJing; Seoul’s hyperpop artist The Deep; and Korean-American hyper-trap rapper audiogothh. They were complemented by Berlin’s MCR-T, known for the track "My Barn My Rules," and the neo-hardcore hyperpop duo ETIC. Their presence underscored a larger movement pushing Asian underground music from local scenes into global circuits.

Itaewon’s reputation as Seoul’s most diverse neighborhood was reflected in the multicultural crowd filling the club and spilling into the sidewalks, defying conventional expectations of Korean nightlife attire and energy. The mix of locals and international attendees highlighted the widespread appeal these artists have garnered beyond linguistic and geographical barriers, signaling a shift in how Asian underground music is consumed and celebrated worldwide.

This event encapsulated a major cultural exchange that has accelerated over the past two years, with artists like Billionhappy and The Deep amassing dedicated followings in the US and Europe. The event also illustrated the potential for underground Asian artists to bridge mainstream and niche audiences, as seen in Rui’s intent to foster connections between Japan’s club scene and the global music community.

Performances reflected this boundary-pushing ethos. Despite technical issues, ETIC energized the crowd with their distinctive sound, eliciting chants that emphasized their growing fanbase. Rui’s first set as a DJ was a high point, blending Western, Japanese, and Korean pop hits that demonstrated an adept command of crowd dynamics and cultural hybridity.

The track selection during Rui’s set created moments of communal nostalgia and excitement, with the audience responding enthusiastically to K-pop staples like aespa’s "WDA (Whole Different Animal)" and Girls’ Generation's "The Boys." She further cemented her role as a cultural intermediary by remixing f5ve’s own songs, thus weaving the event’s cross-cultural theme into the performance itself.

MCR-T’s closing set sustained the event’s momentum well past midnight, combining Euro-house beats with American hip-hop influences, illustrating the transnational nature of the underground music circuits represented at the event. This mix sustained the dance floor’s energy even as the crowd began to disperse.

The gathering in Itaewon also highlighted the potential economic and promotional ripple effects for these artists. The event’s success in Seoul suggests a strengthening touring network and expanded audience base for acts like Billionhappy and The Deep, whose international presence is becoming a critical component of their career strategies. This also points toward an evolving market for Asian underground music where cross-cultural collaborations and live showcases are instrumental in building global visibility.

From a catalog perspective, the rising demand for these artists’ music, as indicated by their active fanbases in multiple countries, may encourage labels and artists to invest further in international releases and partnerships. Events like Found Friends function not only as live showcases but as strategic platforms for cultivating new listeners and fostering loyalty across diverse markets.

While the event clearly marks a milestone in terms of audience engagement and artist collaboration, remaining questions include how sustained this momentum will be and what the long-term impacts on the underground scenes in East Asia and Europe might be. The scalability of such events and the resources dedicated to them will likely influence the trajectory of these artists and their scenes.

Nonetheless, the Found Friends event in Itaewon illustrates a tangible shift in underground music dynamics, emphasizing the importance of cross-cultural exchange and the dismantling of previous market and language barriers. By assembling a broad spectrum of artists and fans, Live From Earth and Eastern Margins have showcased the vibrant, interconnected future of East Asia’s underground music landscape.