On the last Thursday night in May, fans hover near the front of the stage at the Great American Music Hall in San Francisco, eagerly waiting for Korean indie/hip-hop artists Miso, Rad Museum, and Tabber to take the stage for the 2025 Knovv Us Better Tour. It’s been over a year since these three artists were last in the Bay Area for their you.will.knovv 2024 Tour, and though the crowd is intimate, the anticipation is high.
These are three of the four artists represented on the music label you.will.knovv. Together, they put on a cohesive show full of mellow vibes and good music. DEAN, the fourth artist and founder of the label, is a K-alternative R&B singer who also used to run Club Eskimo, an underground hip-hop and R&B crew that included Miso and Rad Museum.
Produced by KOHAI, the three-stop North American tour started in New York City and ended in San Francisco, with Tabber joining DEAN at Head in the Clouds in Pasadena, California, on May 31.
The concert is more like a cozy night out at an old-timey club than a mosh-pit head-banging concert packed to the gills. The venue’s decorative balconies, columns, murals, tufted leather booths, and round cocktail tables add to the comfortable atmosphere.
When Miso, Rad Museum, and Tabber each perform with a DJ spinning music at the back of the stage, the audience is appreciative, rather than deafening and overwhelming like larger crowds can be.
A Music Label Built on Collaboration
The close-knit music label takes pride in producing ambient music, dedicated to nurturing artistic talent, fostering meaningful collaborations, and providing a global platform where creativity can flourish. This sort of mission becomes clear when you remember that most of the artists came from DEAN’s old crew, a collective of like-minded artists who support each other and often collaborate to make music.
Indeed, these three artists make sense together in a joint tour, both sonically and logistically.
Miso opens the show with a laid-back…
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