Client: Dazed Digital (2015)
As a partnership between Korean and Japanese rappers, most of the Viners didn’t understand a word and would only scream “IT G MA” repeatedly but, somehow, it stuck. Then snowballed. Eventually it took Ape and his crew out of Seoul and over to the States where they made peace with OG Maco (whose song “U Guessed It” had been Ape’s inspiration), played a handful of shows and did what many a K-hip-hop performer could only dream of: not only infiltrating the hip-hop/trap scene, but being accepted by its more switched on players.
Taylor Glasby 