'Show Me the Money 12' winner was Kim Ha-on.
Mnet's 'Show Me the Money 12,' which opened amid the excitement of a record-scale some 36,000 applicants, came to a grand finale with the final stage. As a new season returning about four years after season 11 aired in 2022, it was at the center of attention more than ever. After the series-high 12 episodes concluded, Kim Ha-on clinched the victory in yesterday's (2nd) live broadcast final, bringing the season to a successful close.
In particular, the broadcast that day demonstrated intense interest in the final, with real-time viewership share on TVING's live channel soaring to as high as 92.1% among concurrent live channels. In addition, it ranked first in simultaneous-time ratings among male viewers in their teens, including terrestrial broadcasters (AGB Nielsen, paid metropolitan area), and peaked at a 2.5% rating (male teens), further stoking enthusiasm.
Kim Ha-on said, "Actually, since I decided to appear on 'Show Me the Money 12,' this moment was the only scenario I imagined," and added, "There were many ups and downs, but I give all the glory to Zico and Crush hyung who helped me overcome them," expressing his overwhelming feelings.
▲ TVING paid subscription contribution 2.4 times higher than transfer season
A notable change this season was the inclusion of the 'Yaksha' world. 'Show Me the Money 12' expanded its universe for the first time in the series by collaborating with an OTT to present the TVING original 'Yaksha: Ruthless Operations.' The hidden league structure, which offered eliminated contestants a chance to return, added unique fun and led to rediscoveries of rappers such as Untel even after elimination.
It also left a meaningful mark by proposing an IP expansion formula through bold attempts. 'Show Me the Money 12' and 'Yaksha: Ruthless Operations' achieved the feat of ranking first in weekly subscription contribution within the variety category on TVING for as long as 10 weeks. As of March 26, when 11 episodes had been released, the paid subscription contribution of the two contents on TVING was confirmed to be about 2.4 times higher than the 'Show Me the Money 11' finale. In addition, the proportion of 'Show Me the Money 12' viewers who also watched 'Yaksha: Ruthless Operations' was confirmed to have increased by about 2.6 times compared with the time of the first episode release (as of April 1), generating a synergy effect.
▲ Nowim Young to Untel, introduced 'hip-hop gems'
Led by winner Kim Ha-on, the birth of new faces in the hip-hop scene with diverse personalities and skills added to the viewing pleasure. From Seoul to Gwangju, Busan and Jeju, and including regional preliminary rounds and a global qualifier that drew participants of various nationalities, this season saw not only the TOP5 names Kim Ha-on, Nowim Young, Mason Home, Milli and Traevy, but also new faces such as Rapsandhu, Royal44, Marv and Jung Jun-hyeok making their presence felt. Along with accomplished hip-hop artists such as Flowsic, Flicky Bang and June the Zilla, a three-way contest of newcomers, global acts and skilled performers highlighted the diverse faces of the hip-hop scene.
▲ 1.1 billion views, view counts proved the buzz
The show's popularity is evident in its buzz. 'Show Me the Money 12' repeatedly ranked first in Good Data Corporation's FUNdex TV·OTT drama·non-drama integrated buzz category, and since its first broadcast it never lost the top spot in TV non-drama buzz, demonstrating steady attention. In addition, the cumulative views of official program videos on social media (YouTube·TikTok·Instagram combined, as of March 31) surpassed 1.1 billion views.
▲ chart resurgence! hip-hop stitched the playlists
It also brought a breeze to music charts. Among them, the Zico·Crush team's mission song 'TICK TOCK' settled into the top ranks of Melon's top 100 immediately after release, showing a prominent presence. Gray·Loco team's 'Ssak' even reached No. 1 on Thailand's iTunes, standing out on domestic and international charts, and drew attention with challenges from stars like BTS's Jungkook. In the main competition, 'KISS KISS KISS' achieved the feat of reaching No. 1 on Apple Music's 'Top 100 Today: Korea' chart. The final performance song released yesterday was also made available on various music platforms from noon today (4th), so the afterglow is expected to continue after the finale.
The 'Show Me the Money 12' production team said, "As the season returned after about four years amid changing trends in the hip-hop scene, we put a lot of thought into how to balance familiarity and freshness. Thanks to the eight producers who participated with love and a sense of mission for hip-hop, and to the rappers who gave their all at every moment, we were able to successfully complete this season. We also thank the viewers who have sent such warm support."
Meanwhile, 'Show Me the Money 12' will carry the heated excitement of the broadcast into a concert. The 'Show Me the Money 12 concert' will be held May 31 at 2 p.m. and 7 p.m. at the YES24 Live Hall in Gwangjin-gu, Seoul.<
[Photo] Mnet, TVING
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