Why Did Gen Z Dig Into Their Dad's Playlist?

A 19-Year-Old Mini-Homepage Hit Returns to the Charts in 2026
Epik High's "Love Love Love" Goes Viral Through Short-Form Platforms

Epik High. Provided by Hours

A song by the group Epik High, released in 2007, shook up the music market in 2026. Instead of relying on large-scale capital for marketing, this result was achieved through sampling and short-form challenges. The combination of a classic hit with a modern sensibility has proven its cross-generational competitiveness.

The starting point of this resurgence was a sampling strategy in the hip-hop market. Hip-hop artists Sik-K and Lil Moshpit drew attention from Gen Z listeners by releasing a new song, "Lov3," which sampled "Love Love Love," a track from Epik High’s fourth studio album. The opening lyrics, "You have to show it again," spread like a catchphrase among listeners in their teens and twenties. The popularity of the new song led to increased streaming of the original, resulting in both tracks climbing the charts together in a phenomenon known as a "simultaneous resurgence."

The actual results are clear. As of January 12, "Love Love Love" ranked fourth on Apple Music's Top 100 Today, seventh on Spotify's Top 50, and forty-second on the YouTube Music Weekly Chart. It also entered the Melon Top 100 and continued its upward momentum by ranking tenth among trending audio tracks on Instagram.

This trend went beyond simple imitation. Skilled producers such as GroovyRoom reinterpreted Epik High’s music through the lens of hip-hop, restoring it to match the sensibilities of the younger generation. Epik High received an enthusiastic response by showcasing remixed performances of both songs at the "2025 Epik High Concert," which sold out every show in December last year.

◆Short-form platforms transform classic hits into 'new releases' = Short-form platforms and YouTube also played a significant role. On Instagram Reels and TikTok, fourth- and fifth-generation idol groups such as IVE, TWICE, ENHYPEN, NCT WISH, and Tours participated in the challenge, further fueling its spread. The point choreography, which involves drawing a heart shape in sync with the lyrics, was creatively adapted by challenge participants, increasing the fun of content consumption. A moment when god member Danny Ahn mentioned the song at a fan meeting also served to broaden cross-generational empathy.

Epik High is singing at a concert held in December last year. Photo by Hours

Gen Z listeners perceive this song not as an "old track" but as a "stylish new release." The official Epik High YouTube channel has surpassed 1.5 million subscribers, and Tablo has narrowed the distance with fans by communicating directly through comments. When a fan commented, "I found it on my dad's playlist," he replied, "Now it's your music," encouraging the organic expansion of the fandom. Moving away from agency-driven, one-way promotion, a structure in which artists communicate directly with fans has become the foundation for the song’s resurgence.

The musical trend also aligns. The original’s lyricism harmonized with the current popularity of "easy listening" music. As listeners grow weary of intense sounds, there is a growing preference for "classics" that can be enjoyed effortlessly at any time. In this context, music that focuses on emotional essence rather than flashy technique is regaining attention.

◆Past music assets, a new path for the K-pop industry = Other classic Epik High songs are also being rediscovered. "Fan" has been covered by younger artists such as CRAVITY and BOYNEXTDOOR, while "Fly" was newly introduced on stage at MBC’s "Gayo Daejejeon." This demonstrates that these songs are more than mere nostalgia—they remain relevant content in today’s market.

The trend is similar in overseas markets. In the United States, songs released more than eighteen months ago account for over 70% of total music sales. The K-pop market is also shifting away from a focus on new releases, moving toward repurposing past music assets as new revenue sources.

Pop culture critic Park Hyunmin stated, "For Gen Z, this song is not a nostalgic revival but a newly discovered 'vintage gem,'" adding, "The year of release no longer determines the freshness of music." He further explained, "Sik-K’s sampling lowered the psychological barrier between generations, and combined with the visual grammar of short-form content, expanded into the center of digital play culture. This is a case that shows how past intellectual property (IP) can gain new vitality when it meets modern platforms."

This content was produced with the assistance of AI translation services.