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The Korean-American rapper Jessi returned to the music scene with the announcement of his independent label “Unni Company” and the release of his return single “Newsflash” on Friday.
The dynamic Hip-Hop trace marks the artist’s first release in about a year after a period of legal challenges and transitions for the label. “Newsflash” uses the concept of latest news to narrate Jessi’s personal return journey. In the accompanying teaser video, Jessi appears in the dazzling spotlight while warning the spectators: “Do not believe all the hype”, warning against false narratives and sensationalism.
The music video teaser also presents conflicting scenes of Jessi who commands the stage in front of a roaring crowd, combined with intimate moments of his life and everyday childhood, which offers a more personal perspective beyond his glamorous image, for AllkPop.
With this return, Jessi officially begins his journey as an independent artist under his autonomous Unni Company label. The institution of the label represents a significant milestone in his career, providing it with a complete creative freedom after undergoing changes more than the label in recent years. The name “Unni”, which means “older sister” in Korean.
Jessi’s independent feat follows a turbulent period in his career. After Departing From Psych’s P Nation in July 2022, She Briefly Joined Jay Park’s More Vision Label But Ended That Contract in Janugue 2024. She Subsequently Signed With Entertainment in September 2024 While Launching Uni Company, Though She She has terminated that management contract In October 2024 following a dispute on the assault of the fans.
The problem derived from an accident in September 2024 when a teenage fan was attacked by a member of Jessi’s entourage While requested a photo in the Seoul Gangnam district. Following a police investigation, the authorities eliminated Jessi of all accusations in November 2024, finding insufficient evidence that participated in the assault or witnessed the author. The Seoul Gangnam Police District dropped the case against Jessi, citing that there were few tests that indicated his involvement in threatening the victim or in helping the author escape investigations.
The digital single “Newsflash” has been released on important music streaming platforms all over the world at the Korean standard hour of June 27th.
