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 Korean hip hop icon Jay Park (alongside rising star pH-1 and producer duo GroovyRoom) dropped a collaboration - a new original song for the Global esports organization & gaming collective, and debuted the track and music video during the competitive season for all of Gen.G's competitive teams, including VALORANT, League of Legends, PUBG, and NBA 2K teams. The move, from Gen. G, who are known for being extremely selective with their partnership choices (previous talent partners include rapper Saweetie, DJ Alison Wonderland and music artist/activistmxmtoon), provides us with further insight into the organizations push to cement the bond between esports , music and culture. The creative direction on both the album artwork and Music video comes from Gen.G’s Executive Brand Ambassador Heron Preston, Jay Park, an Asian American muti-hypenate best know as a rapper and singer, spent hours during the past seasons break speaking with the players individually to understand their passion for gaming, where they came from and what drove them to compete on a global stage. “It’s intriguing to see these young gamers train and go out to put it all on the line,” said Jay Park. “I’m always trying to explore new boundaries, and it’s a privilege to be able to do it with Gen.G. With this song ‘ALL IN’, I wanted to say to make sure you give it your all whether you win or lose, you’ll have no regrets.” The project - finished under total secrecy, is evident of the synergy between the parties, and the time spent ensuring the narrative was one which could be shared by the players, music acts and of course the fans themselves. “It was an honor to work with one of the icons of the Korean hip hop industry in Jay Park as well as the incredible rising stars pH-1 and GroovyRoom,” said Arnold Hur, Gen.G’s COO. “We have a history of working with Korean hip hop artists as our players have always been huge fans of Korean hip hop. 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.” The Music Video, directed by THECUT Studio, shows a dystopian desert setting that signifies the players’ experiences of the pressures of being on-stage, sometimes facing tough periods of endless criticism. It signifies their internal struggles as they look within to fight through it. It also shows a large “Gen.G army,” representing their fans, who continue to provide them with motivation and support from afar during a difficult season. The video can be streamed here.