K-pop pioneer Lee Soo-man debuts two groups with 4D video technology

K-pop pioneer Lee Soo-man returned to South Korea's music industry on October 12 after his three-year noncompete agreement expired, launching two new groups—15-member boy group A2O Soul and nine-member girl group A2O Lite—under his new company A2O Entertainment. The debut event showcased 4D Gaussian Splatting technology that allows fans to experience performances from multiple camera angles, reflecting Lee's vision of combining music with technological innovation.

Quick Facts

Lee Soo-man returned to Korea for first major domestic event in over 2 years
A2O Entertainment launched two new idol groups
A2O Soul and A2O Lite performed their debut stage
4D Gaussian Splatting (4DGS) technology demonstrated for music video production
Lee presented concept of 'culture technology' integrating music with technological innovation

Lee Soo-man, founder of SM Entertainment, made his first major domestic appearance in over two years on October 12, unveiling two new groups under his company A2O Entertainment at a launch event in Ilsan, Gyeonggi Province. The 15-member boy group A2O Soul and nine-member girl group A2O Lite performed for the first time at the event, titled "Welcome to Soulite From A2O Soul A2O Lite," held at KINTEX Exhibition Center.

The event marked the conclusion of Lee's three-year noncompete agreement with Hybe, which began after he sold his SM Entertainment stake in 2023 during a management dispute. Lee emphasized his concept of "culture technology," describing how new technological advances can create content and fan experiences previously impossible. He traced this vision to experiments conducted approximately 16 years ago using arrays of still cameras to create rotating effects in music videos for SM artists including Girls' Generation, SHINee, TVXQ, and BoA.

Central to Lee's presentation was 4D Gaussian Splatting (4DGS) technology, which uses footage from multiple cameras to reconstruct moving performers in three-dimensional space. Unlike conventional video limited to pre-selected camera angles, 4DGS allows viewers to experience performances from virtually any angle and perspective after filming. The music videos for A2O Soul and A2O Lite were produced using this technology, developed in collaboration with Samsung Electronics.

Lee addressed both the creative and ethical dimensions of the technological approach. "We must think not only about what technology can do, but about what we record and what we leave for the future," he stated. He outlined plans for interactive live experiences enabling real-time communication between multiple fans and celebrities in shared digital spaces. He also noted potential applications beyond entertainment, including generating movement data to assist artificial intelligence and robotics development.

A2O Soul will release its debut single "Superstar" and A2O Lite will release "Neon" on October 13. Music producer Yoo Young-jin, who spent nearly three decades at SM Entertainment, has joined Lee at A2O and contributed to both groups' music and performances. Swedish songwriter and producer Alex Karlsson, who has worked with multiple SM artists, attended the showcase and observed musical elements both familiar from Lee's earlier work and distinctly new.

Topics

Technology Business Entertainment

#A2O Soul #K-pop #culture technology #debut #music video innovation #idol groups #A2O Entertainment #Hybe #SM Entertainment #noncompete agreement

Entities

Why This Matters

Lee Soo-man's market re-entry after a three-year noncompete with Hybe signals a shift in K-pop industry dynamics following his SM Entertainment exit. The deployment of 4D Gaussian Splatting in music video production establishes a technical differentiation for A2O Entertainment's content. The two new groups' debut releases (October 13) and the technological showcase may influence how competing K-pop labels approach fan experience and production innovation. Industry participants including music producers and international songwriters have joined the venture, indicating potential supply-chain and creative collaboration shifts.

Timeline & Sources

Jan 1, 2023

Wire

Lee Soo-man sold SM Entertainment stake to Hybe; three-year noncompete agreement begins