K-pop pioneer Lee Soo-man is making his return to the South Korean music industry following the expiration of his non-compete agreement with rival agency Hybe.
The former SM Entertainment founder will simultaneously launch boy band A2O Soul and girl group A2O Lite under his new label A2O Entertainment. This ambitious dual debut strategy departs from traditional industry practices that typically establish a single rookie act before introducing another.
The two groups will hold a joint global showcase titled «Welcome to Soulite From A2O Soul A2O Lite» on Monday. They will then release their respective digital singles «Superstar» and «Neon» at 6 p.m. on Tuesday.
A2O Entertainment plans to connect the artists through a shared fictional universe while ensuring they maintain distinct musical identities. Longtime collaborator Yoo Young-jin is overseeing music and performance production for the new roster.
Yoo previously spent 28 years as a senior producer at SM Entertainment, crafting major hits for acts including Aespa, NCT 127 and NCT Dream.
Strategic market expansion
Lee’s domestic comeback marks his first local project since selling his stake in SM Entertainment and departing the company in 2023.
During his subsequent absence from the South Korean market, he established the Singapore-headquartered A2O Entertainment and launched the globally targeted girl group A2O May in 2024 to appeal to audiences in China and the United States.
The veteran producer recently explained that the company name stands for «Alpha to Omega» to represent a continuous creative cycle.
He plans to unveil his vision for integrating emerging entertainment technology into music production during Monday’s livestream, which will broadcast globally via M2 and Mnet Plus.
Lee is widely credited with establishing the foundational production systems that shaped modern K-pop. After founding SM Entertainment in 1995, he developed rigorous trainee programmes and popularised interconnected artist universes, launching influential acts such as H.O.T., Girls’ Generation, Shinee and Exo.
