Lee Sooman Return with the Rookies for Global Music Scene

Lee Sooman, through A2O Entertainment, introduces the Rookies to the global music scene, marking his return to production. This new project includes multiple teams, aligning with Lee’s vision to create “Zalpha-Pop” for the worldwide “Zalpha” generation. However, mixed responses have surfaced, with some questioning his focus on the Chinese market and production style.

Lee Sooman Returns with New Group, the Rookies, Through A2O Entertainment

Lee Sooman, the former chief producer of SM Entertainment, has officially returned to the K-pop industry through a new company, A2O Entertainment. On October 25, A2O shared a video across various platforms, such as YouTube and Weibo, to introduce the “Rookies,” their upcoming trainee group. The video clearly shows “Produced by S.M. Lee,” underscoring Lee’s direct involvement in production. His return to producing marks his first involvement in the music industry in one year and seven months after stepping down from SM.

Global Concept for the Rookies and Vision of Lee Sooman

The video features multiple trainee groups collectively called “Rookies,” which includes teams tentatively named “Rookies LTB” and “Rookies HTG.” Numerous trainee names were also revealed, hinting that A2O plans to launch multiple teams simultaneously. Interestingly, A2O referred to their music style as “Zalpha-Pop” rather than K-pop. This term suggests that Lee’s new projects aim to appeal to the global “Zalpha generation” (Z Generation + Alpha Generation), showcasing his international ambitions.

A Global Vision for Music

When Lee Sooman departed SM Entertainment in March last year, he shared his vision to evolve K-pop into a global music movement that integrates technology with sustainability. He expressed that music should unite the world and contribute to creating a sustainable future. His return to the industry reflects this vision, as he aims to reach a worldwide audience beyond South Korea, targeting the Zalpha generation with innovative music.

Questions on Non-Compete Clause and Focus on Chinese Market for the Rookies

The announcement on the Korean forum theqoo sparked questions about Lee’s non-compete clause, which was reportedly set for three years. Many questioned how Lee could produce again after only one year and seven months. Additionally, several theqoo members felt that the Rookies group seemed to have a strong Chinese influence. Many believed that most of the trainees in the video were Chinese, aligning with Lee’s known interest in the Chinese market. This observation led to speculation that the Rookies might be tailored for Chinese audiences.

Reactions to the AI Concept of Rookies and the Influence of Lee Sooman

Some commenters criticized the AI visuals in the promotional video as outdated. theqoo, a left-leaning site known for its anti-China sentiment, generally held a skeptical view of Lee’s pro-China stance and questioned his current production style. Several users claimed that SM Entertainment’s content quality improved after Lee left, stating that teasers and music videos have since appeared more sophisticated. Nonetheless, Lee’s passion for starting a new venture at the age of 72 garnered admiration from some users. Given Lee’s focus on the Chinese market, opinions from Korean forums may not significantly impact his plans.

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