Gen.G has unveiled an original song and music video for “ALL IN” in celebration of its League of Legends Champions Korea team. The esports organization collaborated with hip hop icon Jay Park, Korean-American rapper pH-1 and music duo GroovyRoom.
Gen.G’s Executive Brand Ambassador Heron Preston added creative direction as well. Preston designed the artwork for the music video and song.
“ALL IN” will be used as the walk-on song when the Gen.G League of Legends team dukes it out against T1 on Aug. 8.
Jay Park on Gen.G and esports
Jay Park spoke with the players of Gen.G’s LCK team to understand where they came from and their love for gaming. This was in addition to getting a better idea of what drove the players to compete in esports on a global stage.
“It’s intriguing to see these young gamers train and go out to put it all on the line,” Jay Park said.
He added that he’s always trying to explore new boundaries. The message of the “ALL IN” song is to “give it your all whether you win or lose, you’ll have no regrets.”
League of Legends Champions Korea
Gen.G kept the project secret to not distract its League of Legends players during the season. According to the team’s release, the players were surprised that Jay Park took the time to understand them.
Arnold Hur, Gen.G’s COO, said that it was an honor to work with Jay Park, pH-1 and GroovyRoom.
“When we had an opportunity to meet Jay, our entire team was both shocked and appreciative of how much time Jay spent understanding what makes our players tick and showing them so much respect for their passion,” Hur said.
Esports expressed through music
Directed by THECUT Studio, the music video features a dystopian setting in the desert, which represents the players’ experiences of facing criticism and the pressures of being on-stage. It also signifies the internal struggles of the esports players and fighting through those challenges.
The music video also features the “Gen.G army,” which represents the supportive fans. The video can be streamed on Jay Park’s official YouTube channel.