[N Focus] Lee Soo-man Returns with A2O Audition, Signaling New Phase for ...

Lee Soo-man, the pioneering producer behind the modern K-pop system, has formally returned to the industry with the launch of a new audition platform under A2O Entertainment.

Lee Soo-man. Photo by Korea Culture Industry Forum

The move follows the expiration of a three-year non-compete agreement tied to his sale of shares in SM Entertainment to HYBE. Industry observers view the launch as a strategic step to re-enter the domestic market after testing new production models overseas.

At the center of Lee’s return is the ‘A2O ZALPHA AUDITION,’ a weekly open-call program held every Sunday at the company’s Gangnam headquarters in Seoul.

A2O MAY. Photo by A2O Entertainment

The audition is open to applicants of all nationalities and genders and allows walk-in participation without prior screening. The format reflects an updated version of the training system Lee helped establish in the early days of K-pop, now positioned to identify new artist intellectual property in an AI-driven environment.

Analysts say the initiative could help address concerns over slowing growth in the K-pop market by strengthening the talent development pipeline and introducing new production frameworks.

Attention is also focused on how Lee’s return will affect the industry’s competitive structure, particularly in relation to major companies such as SM Entertainment and HYBE.

Photo by SM

Some analysts expect Lee’s concepts, including “Zalpha-Pop” and a prosumer-based “Culture OS,” previously tested in overseas markets, to influence the next stage of K-pop’s evolution. Others see his return as a potential catalyst for expanding the overall market rather than intensifying direct competition.

Lee’s A2O project is expected to expand with new groups such as ‘A2O SOUL’ and ‘A2O LITE,’ following the debut of ‘A2O MAY.’

Photo by Korea Culture Industry Forum

Lee has previously stated that building a sustainable foundation for cultural production remains his key objective. His return is widely interpreted as an effort to reposition South Korea as a producer-driven hub in the global music industry.

Whether this marks the beginning of a new phase often described as “K-pop 4.0” remains to be seen.

Reported by News Culture M.J._mj94070777@nc.press

* This article was manually prepared as a translated piece and later proofread and reviewed with the assistance of AI.