Tving original 'Show Me the Money 12: Yaksha: Ruthless Operations' is expanding its presence beyond being a simple 'Show Me the Money' spinoff, establishing itself as an independent survival show and forging another path on OTT.
In the recently released episode 4, the three final survivors of round 3—Kambo, YLN Foreign, and Now Aim Young—were decided. The 'underground battlefield' concept, staged only on OTT unlike the terrestrial·cable main show, created a complete narrative through shocking devices such as the hidden rule 'necklace drop cypher' and necklace all-in battles. The structure in which contestants eliminated from the main competition return to the battlefield to prove their skills also created a different tension from the existing 'Show Me the Money.'
Most notably, the achievement is attention-grabbing. Compared with the release day of episode 1 of Yaksha: Ruthless Operations, the number of unique viewers who watched both 'Show Me the Money 12' and 'Yaksha: Ruthless Operations' has increased about fivefold as of now. The figure that was mentioned as a fourfold increase in the Jan. 28 press release has jumped another level. In addition, unique viewers who watched only 'Yaksha: Ruthless Operations' also increased fourfold, proving its influence as an independent piece of content. Analysts say it has settled as a survival show with its own pull, not just supplementary content.
The tangible results of IP expansion are also reflected in the cast's buzz. On the 10th, FUNdex of Good Data Corporation released rankings for the first week of Feb. in the TV-OTT integrated non-drama cast buzz category, in which Untel ranked eighth. He, who was eliminated in the first round of the 'Show Me the Money 12' main competition, joined from round 1 of 'Yaksha: Ruthless Operations' and survived to the second match, leaving a strong presence. Although he was eliminated in round 3, he secured buzz and made his name known regardless of the outcome.
Additionally, several rappers, including YLN Foreign, are being reexamined through 'Yaksha: Ruthless Operations.' Even if they did not make it to the main stage, a structure has formed where they can fully show their colors on a separate OTT stage. Beyond the survival show's wins and losses, it is notable for strengthening the functions of 'discovery' and 'proof.'
There is precedent. Jay Tong, who is currently appearing as a judge on 'Show Me the Money 12,' also expanded his presence through Tving's hip-hop survival 'Rap Public,' which was released in 2024. It is an example that shows OTT hip-hop survival shows can be a springboard for artists' careers beyond one-off content.
Even if they do not reach the main competition, if they can prove themselves on another battlefield, another opportunity opens. Ultimately, 'Yaksha: Ruthless Operations' has become a platform for retrying entry into the main stage and a gateway that opens another path. With the 'Show Me the Money' IP expanding to OTT, completing a structure that not only brings in main-show viewers but also discovers new stars, attention is focused on whether 'Yaksha: Ruthless Operations' can establish itself as another gateway in the hip-hop scene.<
[Photo] 'Show Me the Money 12: Yaksha: Ruthless Operations'
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