Hip hop producer duo GroovyRoom launch new electronic sub-label, AREA X
Operating under AT AREA, it debuts with IÖN, DJ co.kr, DJ POOL & Bojvck as its first artists, taking Seoul’s scene to a wider audience
GroovyRoom, once dubbed “the hottest producing duo in South Korea” by Eric Nam, have launched a new electronic music-focused sublabel, AREA X, on April 13.
The move follows member Lil Moshpit’s recent appearance as a producer on Show Me The Money 12, bringing renewed attention to the duo.
Formed by Gyu Jung Park aka IÖN and Hwi Min Lee aka Lil Mosphit, GroovyRoom are established producers in South Korea’s mainstream music scene. Their credits include ‘The Purge’ from the 2020 H1GHR Music compilation and ‘iffy’ with Sik-K, pH-1, and Jay Park, alongside work with other notable K-pop and K-hop artists.
AREA X operates under At Area, the duo’s main label, launched in 2021 during their time with Jay Park’s H1GHR Music. The label’s roster includes GEMINI, Mirani, and GroovyRoom themselves.
Now, the creators move beyond hip hop and K-pop to delve into underground sounds, introducing their first roster of DJs and producers: IÖN, DJ co.kr, DJ POOL and Bojvck.
The sub-label aims to intersect mainstream sounds and high-level production with the spirit of Seoul’s underground, positioning itself between club culture and broader audiences. Several releases are expected in the coming months.
As shared by IÖN to Mixmag Asia: “Our musical direction is simple. It’s not that we lack talented people; it’s that we lack a sense of unity. Just like how 88rising brought Asian artists together and made it to the Coachella stage, AREA X is a label that builds a wave around the ‘Seoul Sound’. Right now, the music in Korean venues is moving from hip hop toward dance music. This transition is creating natural crossovers.”
Hwi Min Lee points to an existing overlap between genres: “The connection between the two (electronic music and hip hop) has always been there. We see it all the time, like when trap meets electronic or dubstep, or when rappers perform over a DJ's beat. There are so many ways they stay connected.”
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AREA X marks one of the first attempts in South Korea for a more hip hop-inclined label taking a broader approach to electronic music. It brings together artists associated with different parts of Seoul’s club ecosystem.
“Our goal is to make this scene bigger. To be honest, I think we’ve all been playing in a very small circle for too long. If we keep going like this, nothing will change,” says DJ co.kr.
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“We’ve spent years mastering our skills as DJs to deliver that feeling of ‘fun’ to the audience. When the technique is so good that you don’t even notice it, that’s when people can truly dive into the sound,” adds DJ POOL.
Bojvck frames the project as part of a broader cultural moment: “We are going to create the sound that represents Seoul. The city finally has the strength to build one. We have amazing artists here, and there's a new, diverse energy moving through the people.”
Daniela Solano is a freelance writer for Mixmag Asia, follow her on Instagram here.
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