It takes guts and sheer determination to alter your life trajectory, especially when you're at the top of the game. But that's exactly what Rain did. In November of 2007, Rain left his longtime nest JYP Entertainment and started his own company, J. Tune Entertainment. And now, after establishing worldwide fame through his much publicized 2007 world tour and Hollywood exposure in films like Speed Racer and the upcoming action flick Ninja Assasin, the multi-entertainer returns to home base to release his long-awaited fourth album poignantly titled Rainism. By adding "-ism" to his name, the title promotes a new ideology and concept that capture the essence of who he is and what he represents.
Taking full control of the album's entire production, Rain reveals his true colors through his own composition and choice of lyrics, in particular Love Story and September 12th. Composed and arranged by Choi Hyung Joon of V.O.S, Love Story is a pop R&B number that talks about the ugly side of love, surprisingly coming from the singer's own experience. In the song's music video which features actress Ha Ji Won, Rain extends his talent net by orchestrating the full storyline. Moreover, the star upgrades his dance moves by collaborating with world-famous choreographer AJ who previously worked with stars like Usher and Justin Timberlake.