From SM trainee to Billboard No. 1: EJAE credits early struggles for global triumph of ‘Golden’

EJAE, composer and vocalist of the global hit song “Golden” from the Netflix animated film “KPop Demon Hunters,” speaks during a press conference at a theater in Seoul, Wednesday. Courtesy of Netflix

For years, EJAE’s low, husky voice was dismissed as a flaw in the polished world of K-pop. Today, it’s the sound behind “Golden,” the soaring anthem from Netflix’s hit animated film “KPop Demon Hunters” that catapulted her to global fame.

The Korean American singer-songwriter, who both composed the track and performed it alongside vocalists Audrey Nuna and Rei Ami, reflected on her path to becoming the voice of the film’s protagonist Rumi during a press conference in Seoul Wednesday.

“Thinking back to my time as an SM trainee until I became who I am now, I believe everything happens when the time is right. Everything seems to have a reason,” EJAE said.

EJAE, whose real name is Kim Eun-jae, wrote other songs for the film’s soundtrack, including “Your Idol” and “What It Sounds Like.” The sudden international attention she’s received since the film’s release has been both overwhelming and gratifying.

“Two months ago, I was just a composer, but suddenly I’m receiving such great love and attention, which is very new to me,” EJAE said. “Every day is amazing, and I’m trying to adjust.”

Released in June, “KPop Demon Hunters” tells the story of Huntrix, a K-pop girl group that moonlights as a demon-hunting trio.

The film’s soundtrack is led by “Golden,” a globally popular hit that spent eight consecutive weeks at No. 1 on the Billboard Hot 100.

EJAE’s experience as a trainee, where her unconventional vocal tone was considered a disadvantage, allowed her to sympathize deeply with Rumi’s story of overcoming personal odds.

“I understood Rumi’s desire to acknowledge and overcome her shortcomings,” she said, adding that this struggle inspired the powerful high notes in “Golden,” which carry the song’s message of moving from hardship to hope.

EJAE, the composer and vocalist of the globally popular song “Golden” from the Netflix animated film “KPop Demon Hunters,” attends a press conference at a theater in Seoul, Wednesday. Courtesy of Netflix

EJAE said her main goal in creating the music for “KPop Demon Hunters” was to show off something about Korean identity.

“It was the most important for ‘KPop Demon Hunters’ to show Korean culture, so I absolutely included Korean lyrics,” she emphasized.

She also expressed pride in seeing fans around the globe embrace the Korean words in the lyrics.

“At sing-along events in the U.S., non-Koreans sing the chorus parts in Korean, and that is very amazing,” she said.

The artist named K-pop heavyweights aespa and BTS as artists she would like to collaborate with.

“I think aespa and my style would align well,” she said, and praised BTS’ vocal talent, adding, “Jungkook sings so incredibly well, doesn’t he?” EJAE also mentioned Ailee as the Korean singer she felt would be a perfect match for “Golden.”

Offering encouragement to young artists and trainees, EJAE highlighted how important it is to keep going and have the right mindset.

“The most important thing is the attitude of giving 100 percent, even if it’s a small opportunity, even when you feel frustrated,” she said.

EJAE added that she believes K-pop should keep its unique style even as it goes global.

“I think that for K-pop, it’s better to focus on the Korean aspects rather than trying to go too pop. Fusion is key because just focusing on Korean culture might not be understood by local audiences, but even in that fusion, the ‘kimchi’ must remain,” she said.