From SM to A2O: Lee Sooman Builds a New Universe

On October 13, A2O LITE and A2O SOUL made their debut showcase at the KINTEX Exhibition Center in South Korea, adding to the roster of A2O Entertainment, the new company founded by Lee Sooman.

What makes the launch notable is the concept behind it. Lee left SM Entertainment in 2023, but the company’s founder and longtime chief producer is widely credited with building some of K-pop’s biggest groups, shaping their music, concepts, and production.

Under his guidance, many of those groups came with their own lore, whether built around supernatural themes or powers tied to each member. The most distinctive feature, though, was the subunit: groups that split into smaller units, each using a different mix of members.

EXO × About group EXO EXO is a globally influential K-pop boy group known for powerful vocals, polished performances, and a strong legacy in modern K-pop. Since debuting in 2012, EXO has shaped the sound and visuals of an entire generation. Tap again to view profile → Close is the clearest example. For a time, the group was divided into EXO-M and EXO-K, with the first promoting in China and the second reaching fans in Korea. NCT × About group NCT NCT is a South Korean boy group formed by SM Entertainment with a unique multi-unit concept. There are 6 units within NCT; NCT 127, NCT DREAM, NCT WISH, WayV, NCT U, NCT DOJAEJUNG. Tap again to view profile → Close took the idea further, with more than four subunits, each pairing the members who best fit the concept of a specific release.

Now, Lee is applying a similar approach to his new artists, organized under what he calls the ACE Universe.

At the debut showcase, both groups used their stage time to show off their performance skills, with tight, synchronized choreography throughout.

A2O LITE’s “Neon” is built on heavy, metallic beats, with a light autotune layered intentionally over each member’s vocals. The effect supports the group’s futuristic concept, which extended to sleek, minimalist white and silver outfits that made their sharp choreography easy to read. Producer Dem Jointz, whose credits include work with SM Entertainment, had a hand in the song. Here, the music video anchors many different special effects, experimenting between 2D and 3D. 

A2O SOUL’s “Superstar” is a direct contrast. The members performed in all black on a classic stage with flashing spotlights, over a slower, synth-heavy beat. A lot of camera work is present in the music video, showing dynamic shots during key points of the choreography and solo shots that highlight each member.

Both songs also run past three minutes, which is less common among fifth-generation K-pop releases. And although the two songs sit at opposite ends aesthetically, both carry that sound of second- and third-generation K-pop, a style many longtime fans have been missing.

The early numbers speak for themselves on the group’s future success. On October 14, “Neon” briefly reached number one on Melon, Korea’s largest streaming platform, before slipping back down within hours.