SM Leisure is making Marvel’s universe the musical reply


SM Leisure CEO Sung Su Lee would not give interviews typically.

So when he speaks publicly, it is price listening very intently to seek out out what turns the wheels of the Ok-pop large, who has stars like EXO, Ladies’ Era and Shine on his roster.

Lee appeared final week on the 2021 Startup:Con keynote and shared some perception into SM’s imaginative and prescient for the way forward for Ok-pop.

He additionally introduced SM’s bold objective of creating Seoul, already the birthplace of Ok-pop and Ok-culture, a “Mecca of worldwide tradition”.

The chief, who joined SM Leisure as a part of the A&R group in 2005, argued in his speech that Ok-pop is “not solely a style of music, however a style of content material”.

On the coronary heart of SM’s content material technique is the SM Tradition Universe (SMCU), which Lee defined, “is the leisure universe of the longer term that connects the world by tradition with none boundaries between actuality and digital actuality”.

SMCU is actually a character-based universe created by comedian giants Marvel or DC . cinematic universes created by

Explaining the idea round SMCU on the firm’s ‘SM Congress 2021’ again in June, Sung Su Lee mentioned that it may be regarded as “SM’s metaverse, bringing Ok-pop followers all over the world to totally different platforms. invitations you to understand our music and tales by the medium”.

He mentioned in his speech final week that SMCU would “embrace not solely our unique content material, however” [content] Recreated by followers”.

This has been achieved notably by the corporate’s ‘Pink Blood Undertaking’, a fan engagement platform that it calls ‘Prosumers’ – SM followers who create their very own content material impressed by SM’s acts.


The origin of SMCU, Sung Su Lee instructed viewers final week, is rooted in SM founder and govt producer Su-Man Lee’s prediction of “the longer term will grow to be a world of robots and celebrities in addition to avatars.”

As such, Sung Su Lee mentioned, SM Leisure is “getting ready for the longer term”. [i.e. virtual] materials age for many years”.

The corporate’s main enlargement into the rising digital artist house, and the introduction of the SMCU idea, coincided with the launch of Espa final October – a ‘Metaverse lady group’ consisting of 4 human members and 4 digital counterparts.

In response to Sung Su Lee, SMCU is a “large digital world that begins with the storytelling of Espa”.

Identify “espaThere’s a mixture of “ae” (preliminary to ‘avatar’ and ‘expertise’) and ‘side’, which, says SM, represents “the assembly of the opposite self and the expertise of a brand new world”.

the group’s first single black MambaLaunched in November 2020, crossed 21 million views inside its first 24 hours. And in Could of this yr, SM launched Episode 1 of Espa’s big-budget cinematic comic-esque movie, often known as black Mamba (see under).

Sung Su Lee defined that the “principal key phrase” of the corporate’s universe is ‘kwangya’, which he says “has a symbolic which means because it consists of each the true and digital worlds”.

“Ok-pop followers name our relocated SM headquarters Seongsu-dong and Seoul Forest space Kwangya,” he defined.

“It’s our objective for ‘Kwangya’, an infinite digital universe, to increase because the idea of house that refers to our new house and grow to be the landmark of SMCU.”



Sung Su Lee’s newest speech comes a number of weeks after it was reported that 20% of SM Leisure was up on the market, together with greater than 18% of the shares owned by founder and govt producer Lee Soo Man.

Quoting Korean information website ‘Funding Banking Insiders’ allkapop stories that it’s doubtless that both Kakao Leisure or CJ Leisure – the manufacturing firm behind the Korean blockbuster movie Parasite – Will swoop in for a stake within the music firm.

Once more citing sources, allkapop Additional stories that CJ Lee is Su Mann’s most well-liked choose and is presently wanting just like the ‘strongest purchaser candidate’.

If CJ and SM enter the enterprise collectively, it won’t be the primary time that SM has labored with a titan from the movie world.

Sung Su Lee talked about in his speech that in 2010, SM Leisure and Canadian filmmaker James Cameron – who had a field workplace smash Avatar – Group as much as create 3D content material.

“Regardless of being a music-based tradition content material firm for over 20 years, SM has at all times understood the significance of incorporating the most recent applied sciences of the time comparable to IT and AI into our content material and as such for over 20 years ( applied sciences).”

Sung Su Lee, SM Leisure

“It was a very long time in the past, however when producer James Cameron’s” Avatar captivated the world with its 3D content material, SM had already accomplished the related R&D, which allowed us to determine a consortium with Samsung Electronics and [Cameron] To right away present the 3D music movies of Ladies’ Era,” Sung Su Lee defined final week.

He added: “Regardless of being a music-based tradition content material firm for over 20 years, SM has at all times understood the significance of incorporating the most recent applied sciences of the time comparable to IT and AI into our content material and implementing such Was once. [technologies] For greater than 20 years.

“Now, in an period the place IT, AI and content material transcend boundaries and corporations and totally different supplies, we, as a content material firm, work with modern, technology-based start-up firms and Need to help them.”


Elsewhere in his speech, Lee said that SMCU was created “by many years of gathered killer content material and IP enlargement” and, that it’s “the Metaverse-style futuristic content material that SM strives for”.

For example of IP enlargement, Lee initiated the corporate’s ‘Remastering Undertaking’, which aimed to spice up the standard of SM’s unique music movies in addition to re-mastering the corporate’s unique tracks, Which they are saying is “SM’s treasured asset and historical past of Ok-pop”.

“Trying on the construction of Ok-POP from the angle of a worldwide development referred to as the Metaverse within the post-Covid period, Ok-POP might be seen as a brand new type of cultural IP content material that has by no means been seen earlier than in present kinds of music. Has been noticed. ,

sung su lee

Continued Lee: “Trying on the construction of Ok-Pop from the angle of a worldwide development referred to as the Metaverse within the post-Covid period, Ok-Pop might be seen as a brand new type of cultural IP content material that blends in with present genres as by no means earlier than. was not seen. of music.

“It’s SMCU that’s primarily based on the worldview we’re constructing, and we’ll take it to the following stage by creating a large universe of Metaverse-style IP content material that mixes totally different and unbiased IPs from artists, music, music movies, performances, and many others. . to one another inside the SMCU.”worldwide music enterprise



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