Hip-hop survival program 'Show Me the Money' returns with star producers, global contestants

Rappers Zico, left, and Crush pose during a press conference for "Show Me the Money 12" at Hotel Eliena in Seoul's Gangnam District, Thursday. Yonhap

Mnet's "Show Me the Money" franchise is returning with its 12th edition after years of hiatus, with a renewed focus on music, high-profile lineup and expanded pool of contestants.

Launched in 2012, "Show Me the Money" is widely credited with cementing hip-hop as a mainstream music genre in Korea after producing numerous hit rappers and songs over the years. Its latest season marks the show's first new installment in over three years and is expected to once again energize the local hip-hop scene.

A press conference for the new season was held Thursday morning at a hotel in Seoul's Gangnam District. Attendees included chief producer Choi Hyo-jin and this season's star producers — Zico, Crush, GRAY, Loco, J-Tong, Hukky Shibaseki, Lil Moshpit and Jay Park — who will be divided into four teams to judge and mentor contestants.

Park is returning to the program for the first time in nine years, while Loco previously won the competition as a contestant.

Choi Hyo-jin, chief producer of Mnet's hip-hop audition show "Show Me the Money 12," delivers opening remarks during a press conference for the program at a hotel in Seoul's Gangnam District, Thursday. Yonhap

Choi explained that the production team spent considerable time rethinking the program's structure ahead of its return.

"Because it's been a long time since the last season, we put a lot of thoughts into how to approach the format," she said, adding that the show included both regional and global auditions to attract a broader range of participants.

This season held auditions in 32 regions, including Seoul, Gwangju, Busan, Jeju and overseas locations, drawing some whopping 36,000 applicants.

"There was a wide range of contestants," Choi said. "We expanded regional auditions beyond Seoul, and there is also a lot of rap performed in different languages."

Jay Park said the diversity stood out to him as well.

"Many contestants expressed their own cultures through their performances," he said. "Hearing rap in so many different languages felt fresh and even a bit unconventional. This is my fourth time on 'Show Me the Money,' and that variety made it especially interesting."

From left, rappers Lil Moshpit, Jay Park, Loco, GRAY, Zico, Crush, Hukky Shibaseki and J-Tong pose during a press conference for "Show Me the Money 12" at a hotel in Seoul's Gangnam District, Thursday. Yonhap

The star producers, who serve as mentors and occasional judges on the program, also spoke about the strengths of their respective teams and how they plan to guide new artists. Zico, who will work with Crush, said his team’s advantage lies in its versatility.

"Both of us work across multiple genres, and we do not want contestants to stay confined to just one style," he said. "We want them to explore different genres and fully show their potential. Because the show reaches both core fans and the general public, we are aiming for results that resonate with both."

Crush pointed to his long-standing collaboration with Zico.

"We have worked together extensively even before this program, so our teamwork is very strong," he said. "I think that chemistry will positively influence how contestants build teamwork and connect with one another through each round."

GRAY, who is paired with Loco, said their longtime relationship would shape their approach.

"We met in college, and we can understand each other almost instantly," he said. "We share similar musical preferences, and I think that will come through in the music."

Rappers Loco, left, and GRAY pose during a press conference for Mnet's "Show Me the Money 12" at Hotel Eliena in Seoul's Gangnam District, Thursday. Yonhap

Hukky Shibaseki, who is paired with J-Tong and making his first appearance on the show as a producer, said he is approaching the season with determination.

"As newcomers, we have a hungry mindset," he said. "We will work hard so we don't fall behind other teams."

The new season will consist of 12 episodes instead of the usual 10, marking the first time the show has expanded its episode count. Alongside signature missions including the gymnasium audition round, fire pit challenge and diss-track battle, new missions have also been added, with contestants required to pass a total of 11 rounds.

In her press conference closing remarks, Choi said viewers can expect a season rich in storylines. "We have prepared truly strong music," she said. "I hope people enjoy watching."

"Show Me the Money 12" premieres Thursday at 9:20 p.m. on Mnet.