Effie is South Korea’s first hyperpop hero

Spreading across SoundCloud in the early 2010s, the music of Ecco2k and his Swedish Drain Gang collective were foundational listening for the 21st century’s chronically-online youth. Their digital, utopian sonics provided an escape for misfits globally, and gave hope to aspiring artists all over the world. There’s perhaps no better example of this than 22-year-old South Korean hyperpop pioneer Effie, whose relationship with their music goes far beyond just pleasing sounds. It quite literally saved her life.

“All of my school years felt depressing. I moved around a lot, I was constantly transferring schools and had no friends,” the singer-rapper tells Dazed. “At my second middle school, I was bullied and attempted suicide twice in school. I realised that if I kept living this life, I would completely disappear. I discovered Drain Gang through SoundCloud, and their dreamy instrumentals, along with sad and introspective lyrics really comforted me at the time.”

It was Bladee and Ecco2k’s “Vanilla Sky” in particular that altered her life’s path forever. After hearing the track, she started teaching herself music production on FL Studios during those extended periods away from school and eventually deciding to drop out entirely. Following in the footsteps of her distant mentors, Effie soon found herself going viral on SoundCloud too, and her subsequent 2021 Neon Genesis EP has been associated with Korea’s first ever Sad Girl movement – a profound disruption of the Korean musical status quo. 

With lo-fi visuals and hi-fi melodies, Effie stands as a bastion against the hypersanitised conformity of mainstream K-Pop aesthetics. Her latest album, E, released last week, blends elements of club-ready hyperpop production, self-described ‘kawaii drill’, and triumphant pop songwriting. It’s a soundtrack for all the mavericks who struggle to fit into society, and powerfully reclaims the hardships of her teenage years.

“At some point I just stopped recalling bad memories altogether. Looking back after a long time, it feels like I'm stepping into someone else’s memory,” Effie continues, explaining the salvation that music has given her. “I do enjoy life now.”

It’s fitting, then, that the title of her debut also pays homage to Ecco2k’s 2019 debut of the same name. Below, we speak to Effie about the experiences that led her to find hope in music, eventually becoming South Korea’s first true hyperpop hero.

What led you to become so obsessed with cloud rap/hyperpop tracks like Bladee and Ecco2k’s “Vanilla Sky”?

Effie: That style didn’t really exist in Korea when I was growing up. I discovered Drain Gang through SoundCloud, and their dreamy instrumentals, along with sad and introspective lyrics really comforted me at the time.

You truly gravitated to music during a tough period in high school. Could you give us a window into that time?

Effie: Not just high school – all of my school years felt depressing. I moved around a lot, I was constantly transferring schools and had no friends. My teenage years felt suffocating, both at home and at school. I remember when Netflix first became available in Korea when I was in middle school. I spent most of my time watching movies and listening to music. 

Do you think your sound is new to Korea?

Effie: Genre-wise, I wouldn’t say it’s completely new since it blends existing elements in different ways. But [producer] kimj and I experimented a lot with mixing styles, both in the beats and vocals, so I think people feel the sound is fresh. I saw a comment that said the mix sounded trashy on the “down” video from a Korean listener, but I know they‘ll love it soon.

The K-pop model for young, female artists is obviously quite prevalent in Korea. Do you think you’re presenting yourself differently?

Effie: In the past, I used to rent expensive cameras and make everything look polished, and try to look like a mainstream K-pop artist in my music videos. But I realised that it ruined the unique atmosphere of my music. Now, I focus on showing my natural lifestyle. I make my own videos to make sure they truly fit my music. I don’t pretend anymore.

I also spotted you recently on “TESLA” featuring Chinese artist Billionhappy and Japanese artist Kegøn. Do you feel like your sound is part of a wider movement of East Asian artists?

Effie: Now I can feel that the underground scene in East Asia is gaining more global attention than ever before. Billionhappy and Kegøn are both going hard in their countries, and there are so many other insane East Asian artists out there. I’m just one of them.

In the past, I used to rent expensive cameras and make everything look polished. Now, I focus on showing my natural lifestyle. I don’t pretend anymore

– Effie

Do you have an image of what your fanbase looks like?

Effie: I’m curious if they exist in real life. But if I ever get to meet them, seeing them do my E sign would make me really happy.

Most of the lyrics and song titles on this EP are in English. Was that a conscious choice?

Effie: Not really. It just happens naturally because English flows more smoothly when I freestyle. Korean has a completely different syllabic structure, so I actually have to be more intentional about making it sound fluid. I think that’s why my lyrics often start with English lines, and the song titles follow from there. But it depends on the song.

What’s your favourite hangout spot in Seoul?

Effie: Soup’s studio.

The internet evidently played a big role in your musical journey. Aside from music, do you have any other online obsessions?

Effie: I love finding good watchlists on Letterboxd and making my own as well. I also watch a lot of travel videos and live performances on YouTube. 

If you weren’t an artist, what do you think you would be doing?

Effie: I honestly can’t imagine anything else. I felt like I wasn’t alive before I did this.

E is out now.