Lee Soo-man Envisions K-Pop's Future, Foresees Era of AI and Prosumers

Visionary leader and key producer at A2O Entertainment, Lee Soo-man, has demonstrated his influence as a 'cultural pioneer' by offering insights into the present and future of K-pop.

Lee delivered a keynote address titled ‘The Birth of a Cultural Operating System: Designing K-pop's Next Civilization’ at the ‘Global Media Conference’ held on the 18th at the Lotte Hotel in Jung-gu, Seoul. He emphasized ‘Culture First, Economy Next,’ reflecting on his 30-year journey.

Looking back at his career, which saw him nurture artists like H.O.T., BoA, TVXQ!, Girls' Generation, EXO, and aespa, Lee detailed the systematic approach of 'Culture Technology (CT)' that propelled K-pop globally. He explained that CT continues to evolve, adapting to new generations through casting, training, production, and marketing.

Lee introduced ‘Zalpha Pop’ as a key concept for the future of the entertainment industry, defining it as music centered around Gen Z and Alpha generations. He predicted a future where AI and celebrities converge, shaping the next phase of K-pop. Through A2O Entertainment, he plans to foster the global journey of A2O Rookies, composed of these young generations, in collaboration with fans worldwide.

A2O Entertainment’s technological innovations were also highlighted. Beyond operating fan engagement platforms like A2O ZONE and A2O CHANNEL, their ‘Infinite Studio,’ developed with 4DV Intelligence, has already secured first place in computer graphics competitions. Furthermore, ‘Blooming Talk,’ a chatbot merging human and AI interaction for 24/7 celebrity chats, has been launched. He humorously alluded to the potential of AI technology, mentioning director Bong Joon-ho's use of AI.

Lee predicted the rise of the ‘prosumer’ era, where consumers become creators and owners, and announced plans for ‘A2O School’ to cultivate young talent into future producers. He redefined the role of a producer as a designer of new civilizations, integrating technology and culture to communicate globally. He expressed a desire for Korea to become a global hub that nurtures and collaborates with producers worldwide.

Meanwhile, A2O MAY has achieved a significant milestone by remaining on the US Mediabase TOP 40 chart for five consecutive weeks, a first for a group composed solely of Chinese members. The group is preparing to release their debut EP ‘PAPARAZZI ARRIVE’ in October, following the success of their single ‘B.B.B (Bigger Badder Better) [feat. A2O LTG],’ which topped China's QQ Music daily chart.

Lee Soo-man is renowned as the founder of SM Entertainment and a pivotal figure in the globalization of K-pop. He established and refined the concept of 'Culture Technology (CT),' forming the bedrock of the K-pop system. He is now pursuing new ventures through A2O Entertainment.