gucci

The track, which debuted today, showcases scenes from Seoul's Gucci flagship store, Gucci GAOK, and delves into the complexities of a relationship. Produced by his long-time collaborator Cha Cha Malone, “Why” is released under Park's label, MORE VISION.

In celebration of this new release, Melon has published a special feature giving fans an exclusive behind-the-scenes look at the making of the “Why” music video. The article includes numerous photos from the set, offering a unique glimpse into the production process.

Jay Park is a renowned figure in the global entertainment industry, having built an impressive career as a recording artist, entrepreneur, and CEO of leading Korean music labels. He has made significant strides in the music industry, both in the US, where he was the first Asian artist to sign with Jay-Z’s Roc Nation, and in South Korea as a top-tier streaming artist. Park has been instrumental in shaping the Korean hip-hop scene and fostering its mainstream acceptance, particularly through his successful labels AOMG and H1GHR MUSIC, established in 2013 and 2017, respectively.

With a commitment to nurturing emerging talent, Jay Park founded H1GHR MUSIC to support undiscovered artists in Seoul and Seattle, his two hometowns. His latest label venture, MORE VISION, launched in 2022, aims to innovate and challenge industry norms. In its inaugural year, the label signed JESSI and CHUNG HA, two of K-Pop's leading female solo acts, underlining Park's continuous influence and vision in the music world.