On November 21, Lee Sung Soo, CEO of SM Entertainment, gave a keynote address at the global start-up festival “COMEUP 2020”.
Lee Sung Soo said that SM Entertainment “culture technology” would be broken down into three steps: culture creation, culture development and culture expansion. Culture creation involves casting, training, production, and management. Production is the most important part of this process, and Lee Sung Soo cited the example EXO who debuted with their own unique “worldview”.
Lee Sung Soo said, “A worldview is not just an act, but the culmination of cultural technology. It’s intellectual property (IP) that gives fans something to connect with. Worldbuilding is an integral part of K-Pop today. The worldview of SM is no longer limited to a single team, and all past and present artists share a big world. We are in the process of creating this culture. Internally, we call it the ‘SM cultural universe’. “As an example of this, Aespas logo was teased in the The End from SuperM’s music video.
Cultural development includes crossovers where singers can switch to other entertainment areas such as films, variety shows and musicals. This also includes technologies such as holograms, augmented reality (AR), games, SM’s collaboration with Marvel and SM’s collaboration with classical orchestras. The expansion of the culture includes the planned SM Entertainment complex in Los Angeles and developing new platforms like Beyond Live.
Lee Sung Soo said, “It might sound like SM Entertainment is following these steps in the correct order, but the expansion of culture goes right back to the creation of culture. For example, the girls group Aespa made theirs debut this week. This is a group with a brand new composition. There are eight members: four are humans and four are avatars. The group grew out of the connection between real members and Avatar technology. This group has drawn a lot of attention since their debut, recording 21 million views on their debut MV in the first 24 hours. Through virtual reality, aespa’s worldview can be combined with the worldview of other teams and artists, including the BoA from 20 years ago. ”
At one point during his keynote address, Lee Sung Soo also spoke red velvet Future. He said, “There was one slight controversy recently, but we have sincere he apologized for that incident, and Red Velvet will return soon with a more mature image. ”
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