Lee Soo-man, the founder of SM Entertainment who helped establish South Korea’s modern idol production system, is making a renewed push into the global music business with two multinational groups and a talent development strategy aimed at younger audiences.
His latest venture, A2O Entertainment, released the debut EP of 15-member boy group A2O SOUL on Nov. 9, following the simultaneous introduction of the group and nine-member girl group A2O LITE in October.
The releases mark Lee’s return to South Korea’s music industry after a three-year noncompete agreement linked to his departure from SM expired in February.
A2O SOUL’s five-track EP, SUPERSTAR, includes the previously released title song and a second lead track, Dancing in the Dark. The group brings together members from South Korea, China, Japan, Thailand and the United States.
Lee oversaw the musical direction of the album, working with longtime collaborator Yoo Young-jin and international producers whose credits include projects involving Justin Bieber, Drake and Doja Cat.
The album draws on what A2O calls “new synthwave,” combining elements of 1980s synthesizer music with contemporary pop production.
A2O LITE, which also features members from several countries, made its debut with NEON in October.
The two groups are being developed under A2O’s broader “Zalpha-Pop” concept, a term the company uses for music and entertainment intended to connect with Generation Z and Generation Alpha audiences.
Lee established A2O in 2024 after leaving SM, where he spent decades developing artists and production methods that helped turn Korean pop music into an international business.
At SM, his approach combined extensive trainee preparation, tightly coordinated music and performance production, and overseas market development. Elements of that system were subsequently adopted across much of the K-pop industry.
His new company is entering a market that has become more competitive and geographically diverse.
Major South Korean agencies now recruit performers internationally, while streaming services and social media have reduced some of the barriers that once separated domestic releases from overseas audiences.
A2O has also launched international auditions, opening its recruitment efforts to applicants of different nationalities and genders.
The strategy reflects a broader shift in the industry toward developing artists whose backgrounds and appeal extend beyond a single national market.
A2O SOUL’s prerelease single gained early attention on Chinese music platforms, including QQ Music, before the group’s first EP arrived this month.
Whether that initial interest translates into a sustained international audience will depend on subsequent releases, touring opportunities and the company’s ability to develop a loyal fan base.
Lee’s return has attracted attention partly because of his role in shaping the industry’s earlier expansion.
But the conditions facing A2O differ sharply from those of the industry he helped build. Established agencies now operate extensive global networks, and new groups compete for attention across a crowded market of music, video and digital entertainment.
For Lee, the immediate test is whether a production system associated with an earlier generation of K-pop can establish a new roster of artists in that environment.
SOPHIA KIM
US ASIA JOURNAL
