Korean hip-hop icon Jay Park, in partnership with rising star pH-1, and producer duo GroovyRoom have unveiled a new original song and music video ‘ALL IN’ to celebrate global esports organisation Gen.G and their League of Legends Champions Korea (LCK) team.
With the added creative direction from Gen.G’s Executive Brand Ambassador Heron Preston, who designed the artwork for the song and music video, ‘ALL IN’ is a labor of love.
Gen.G worked diligently to keep this project a secret so as not to distract the players during such a critical point in the season. Jay Park spent hours during the season break speaking with the players individually to understand their passion for gaming, where they came from, and what drove them to compete on a global stage.
“It’s intriguing to see these young gamers train and go out to put it all on the line,” said Jay Park. “I’m always trying to explore new boundaries, and it’s a privilege to be able to do it with Gen.G. With this song ‘ALL IN’, I wanted to say to make sure you give it your all whether you win or lose, you’ll have no regrets.”
The official music video, directed by THECUT Studio, shows a dystopian desert setting that signifies the players’ experiences of the pressures of being on-stage, sometimes facing tough periods of endless criticism. It signifies their internal struggles as they look within to fight through it.
Listen to ‘ALL IN’ on Spotify, below.