SM Entertainment founder launches rival agency
K-pop pioneer Lee Soo-man has launched a new agency after leaving SM Entertainment, the influential entertainment company he founded almost 20 years ago.
Under his leadership, the Seoul-headquartered firm developed the systematic training model that would become the blueprint for K-Pop idol development, launching acts such as H.O.T., Girls’ Generation, EXO, NCT, and aespa.
However, Lee’s relationship with SM Entertainment dramatically ended in early 2023 after a management dispute. As a result, he sold his stake in SM to the company’s rival, HYBE, sparking a battle for control of the company. HYBE ultimately abandoned its controversial move to take over SM, with parent company Kakao gaining control.
Lee then established his new company, Blooming Grace, which focuses on environmental, social and governance contribution projects and cultural technology development. Blooming Grace filed a trademark application for a new company called A2O Entertainment in May.
A2O Entertainment unveiled its first slate of trainees through a promotional video released last week
A2O Entertainment unveiled its first slate of trainees through a promotional video released last week via YouTube and Weibo (a Tencent-owned social media platform in China), introducing artists categorised into three groups: Rookie HTG (High Teen Girls, 16 and older), Rookie LTG (Low Teen Girls, 15 and younger), and Rookie LTB (Low Teen Boys, 15 and younger).
The launch floated a new music genre that the agency dubbed ‘Zalpha-Pop,’ targeting the Zalpha generation (Gen Zs and Alpha, born from the mid-1990s to the 2010s). The agency’s YouTube page has already attracted over 5,000 subscribers and nearly 95,000 views.
Throughout their training, the rookies will showcase performances on the A2O Channel, either as solo acts or as units, the agency said.
Lee’s venture is reportedly subject to a three-year non-compete clause set by HYBE, which would mean his production activities are currently restricted to overseas projects.
The Korea Herald said this explains the significant presence of Chinese trainees in A2O’s lineup, while The Korea Times reported that A2O held auditions for trainees in China and Japan last June.
Reports indicate Lee attempted to negotiate the removal of this three-year restriction but was unsuccessful.
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