[TF Focus] Lee Soo-man's Time Stands Still... What 'NEON' Proved

The epic debut performance of the newly launched A2O LITEA new system is launched, encompassing worldview and production system.Lee Soo-man, Chief Producer and Visionary Leader of A2O Entertainment, proved his enduring sensibility through the new group A2O LITE. The photo shows him giving a presentation at 'WELCOME TO SOULITE From A2O SOUL A2O LITE' held on the 12th. / Reporter Kim Sung-ryeol[THE FACT | Reporter Jung Byung-geun] The producer who has made K-pop history is back after a long time and seems poised to shake up the K-pop scene.Producer Lee Soo-man, who left SM Entertainment (hereinafter SM), which he founded, has launched the girl group A2O LITE through his new company, A2O Entertainment (hereinafter A2O). They swept the music charts upon their debut. This is not just attention focused on the return of a famous producer. They captivated the public with their music and performances, earning praise of "As expected from Lee Soo-man."A2O LITE (Young Oh, Ayun, Aiching, Himeki, Rada, Siri, Bora, Merci)'s debut song 'NEON', released on the 13th, reached No. 1 on the Melon Top 100 at 11 PM on the 14th, just 29 hours after its release. This is the shortest period for a rookie group's debut song to reach the top spot since Melon revamped its Top 100 system in 2021. It's not a temporary phenomenon, as it has remained at the top for over ten days, truly a sensation.What's interesting is that these achievements were born from the fingertips of a 70-year-old producer who understands the sensibilities of the new generation. It's Lee Soo-man, who has been at the center of K-pop for over 30 years, reading the trends of the times. Despite the rise and fall of countless trends, his production philosophy and insight remained valid. It's as if producer Lee Soo-man's time hasn't moved.Lee Soo-man started SM Planning in 1989 and founded SM in 1995. He laid the foundation for the domestic idol industry through H.O.T. and S.E.S., and pioneered overseas markets with BoA and TVXQ!. He further expanded the scope of K-pop with Super Junior, Girls' Generation, SHINee, f(x), EXO, Red Velvet, NCT, and aespa, constantly experimenting musically and with new production systems in the process.What he built was a system that organically combined music, choreography, visuals, concepts, and worldview into a single piece of content. The approach is that success is not achieved simply because the music is good or the members are visually appealing, but rather a powerful artist is born only when all elements align. This is also the production method that has become the foundation of today's K-pop.The most striking aspect of A2O LITE is its comprehensive design. The nine members, with diverse backgrounds from Korea, China, Japan, and Thailand, each have distinct personalities. Despite their young age, they deliver powerful performances, and their different vocal tones create a colorful harmony within a single song. Lee Soo-man's unique sensibility, which maximizes individual charms while completing them as a team, is evident.In particular, the intense energy displayed during their debut stage was impressive. The nine members flawlessly executed the non-stop choreography and, amidst the synchronized group dance, revealed their individual presence. Rather than relying solely on flashy visual effects, they allowed the members' movements themselves to dominate the stage. They knew exactly how to maximize their appeal and brought it to life on stage.The group A2O LITE has held the No. 1 spot on Melon Top 100 with their debut song 'NEON' since its release on the 19th. The photo shows them performing on stage at their debut show held on the 12th. / Reporter Kim Sung-ryeolLee Soo-man's long-standing strengths are also evident in the music. 'NEON' creates strong addiction with its heavy bass, sharp electronic sounds, and repetitive chorus. In addition, sections for members' vocals, acapella, and explosive performances are arranged three-dimensionally. It doesn't just leave a catchy phrase, but provides new stimulation throughout the song.The combination of intense sound and performance, unpredictable development, and dramatic harmony created by multiple voices are the goals that producer Lee Soo-man has long pursued. Yoo Young-jin and Dem Jointz, who participated in 'NEON', have reinterpreted those goals with contemporary sensibility. It's as if Lee Soo-man set the overall direction and created a new combination with his long-time musical collaborators.Lee Soo-man's persistence and conviction are also evident within it. While recent K-pop has expanded its reach to the public through short and concise structures, easy-to-follow choruses, and challenge-oriented choreography, 'NEON' prominently features rich sound, multi-layered composition, and high-density performance. Instead of following trends, he targeted the tastes of the new generation in his own best way.Admirations about Lee Soo-man's enduring sensibility are flooding social media and online communities. At the same time, the so-called 'single and not single' meme, stemming from the different interpretations of 'NEON's chorus, is spreading, attracting new listeners. A virtuous cycle has been created where the quality of the music and performance is noticed first, and the resulting organic word-of-mouth amplifies the buzz.Of course, the success of one debut song cannot guarantee future achievements. The initial fervent interest must be translated into a sustained fandom and musical achievements, and A2O LITE must establish its own unique identity. What is crucial in that process is ultimately the growth of the artists and the quality of their next music.Nevertheless, this achievement is special. In February 2023, producer Lee Soo-man sold his 14.8% stake in SM Entertainment to HYBE and signed a non-compete agreement restricting competitive business activities, including album production, in Korea until March 2026. And in his return after more than four years, he created music and artists that move the public, demonstrating that his competitiveness as a producer remains.His moves are bold. On the 12th, at the debut show, producer Lee Soo-man simultaneously introduced the 15-member boy group A2O SOUL along with A2O LITE. It's a bold move to unveil 24 new artists at once. In particular, he presented a musical color, worldview, and production system that connect the two teams. It is the launch of a new system, beyond a simple rookie launch.Producer Lee Soo-man has transformed his long experience into new sensibilities and has already drawn a grand picture. The producer who led the beginning of K-pop has thus returned to the heart of K-pop.kafka@tf.co.kr[Entertainment Department | ssent@tf.co.kr]