Lee launches boy group and girl group simultaneously under A2O in first domestic project since Hybe noncompete deal expired
Lee Soo-man, founder of SM Entertainment and widely regarded as the architect of modern K-pop, is returning to the Korean music industry with the simultaneous debut of a boy group and a girl group under his new label, A2O Entertainment. The launch marks his first domestic music project since his three-year noncompete agreement with Hybe expired in February.
A2O Entertainment said Thursday that boy group A2O Soul and girl group A2O Lite will hold a global debut showcase, "Welcome to Soulite From A2O Soul A2O Lite," on Monday before releasing their respective digital singles, "Superstar" and "Neon," at 6 p.m. Tuesday.
The simultaneous launch departs from the conventional K-pop debut model, in which agencies typically establish one rookie group's identity and fan base before introducing another. A2O plans to connect the two acts' music, performances and narratives through a shared fictional universe while maintaining distinct identities for each.
The concept will be unveiled at Monday's showcase, which will be streamed globally through M2 and Mnet Plus. Lee is also scheduled to outline A2O's production vision and plans to incorporate emerging entertainment technology.
His longtime collaborator Yoo Young-jin, who spent 28 years at SM Entertainment as a senior producer and nonexecutive director, is overseeing music and performance production for both groups. Yoo's credits include Aespa's "Next Level" and "Black Mamba," NCT 127's "Sticker" and NCT Dream's "Hot Sauce."
Lee's return carries particular significance given his history of introducing production models that helped shape the K-pop industry.
After founding SM Entertainment in 1995, he developed a systematic approach to discovering, training and producing idols, helping launch influential acts including H.O.T., S.E.S., TVXQ, Girls' Generation, Shinee, Exo, NCT and Aespa.
He also helped popularize interconnected fictional universes in K-pop and introduced NCT's expandable, multiunit structure, challenging the conventional model of a fixed-member idol group.
Lee left SM Entertainment in 2023 after selling his stake to Hybe. During his absence from the Korean market, he established Singapore-headquartered A2O Entertainment and introduced girl group A2O May in 2024, targeting overseas audiences, including China and the US.
His latest venture builds on those earlier experiments, combining multiple artists within a shared narrative framework while exploring the use of technology in music and performance production.
In a recent interview released through A2O Entertainment, Lee described the company's name, short for "Alpha to Omega," as representing a continuous creative process rather than a fixed beginning and end.
"I don't think there really is a beginning or an end," Lee said. "I think what A2O creates is something modified from what already exists."
He also emphasized the relationship between technology and human creativity in shaping entertainment's future.
"The future is technology and humanity," Lee said.
jaaykim@heraldcorp.com
