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Since 2010, Korean hip hop music started gaining international popularity. Epik High is credited as the first Korean hip hop musician to succeed in the international market. In 2014, with their album "Shoebox", Epik High reached the #1 spot on the Billboard World Albums Chart. Epik High also held a North American tour and played in U.S. music and film festival SXSW in 2015 before becoming the first major Korean group to play in U.S. music festival Coachella in 2016. Epik High became one of the most talked about artists with #EpikHigh as one of the most used hashtags at the festival. Tablo in an interview with NBC news explains why hip hop and rap are resonating with a lot of people nowadays stating, “…rap is an art form that is very welcoming of youth culture and youth idea.” After finishing their contract with YG Entertainment in 2018, Epik High started another North American tour in 2019.