Veteran K-pop producer Lee Soo Man has shared why he introduced his new groups A2O LITE and A2O SOUL, explaining that their debuts are meant to challenge an industry he believes could become too comfortable with familiar formulas.
On October 21, Lee Soo Man attended the Sidae Forum held at the Floating Island Convention Center in Seoul, where he delivered a keynote speech titled Human Creativity and the Future of K-Culture.
During the event, the A2O Entertainment key producer and visionary leader discussed the global growth of K-pop and raised questions about whether the industry has become too focused on performances and visuals.
According to Lee Soo Man, K-pop's international success has made choreography, stage production, and visual presentation increasingly important.
However, he questioned whether this emphasis has taken attention away from one of music's most important qualities: the enjoyment of simply listening to a song.
He explained, "As K-pop has grown globally, performances and visuals have become extremely important. But I began asking myself whether we have become too focused on what we see and forgotten the joy of listening to music itself."
The producer said this question influenced his approach to developing A2O Entertainment's new artists.
He wanted to explore whether it was possible to create music that audiences could enjoy just as much through listening as through watching performances.
Lee Soo Man continued, "I wondered whether we could create music that sounds good on its own while also being enjoyable to watch."
He then directly connected this idea to the debuts of A2O LITE and A2O SOUL.
Rather than describing the two groups as simply new additions to the K-pop market, he presented them as part of a larger effort to reconsider how idol music is created.
Lee Soo Man stated, "In a way, the debuts of A2O LITE and A2O SOUL may seem familiar, but they are also another question directed at K-pop, which could fall into mannerism if we are not careful."
His comments suggested that even successful entertainment industries need to continue exploring new creative approaches instead of depending too heavily on established methods.
For Lee Soo Man, the challenge is not only about producing something visually different but also about creating music with lasting appeal.
He emphasized that originality alone does not automatically make a project successful or meaningful.
The producer explained, "Using new technology doesn't automatically create a good group, and being different from others doesn't necessarily make good content."
He added, "I would never recommend something simply because it is different."
The remarks came as Lee Soo Man discussed the relationship between technology, creativity, and the future of Korean entertainment.
Although the industry continues to explore artificial intelligence and other advanced production tools, he stressed that human creativity and emotional connection should remain central to entertainment.
According to Lee Soo Man, technological improvements must serve a meaningful purpose rather than becoming the main reason for creating new content.
He also highlighted the importance of making music and entertainment that people can genuinely connect with.
The producer further mentioned the possibilities of 4D Gaussian Splatting technology, commonly known as 4DGS, suggesting that its potential could extend beyond the entertainment industry.
However, his main message remained focused on how technology and new creative ideas should support the human side of music.
A2O LITE and A2O SOUL are among the new acts developed under A2O Entertainment, where Lee Soo Man continues his work as a key producer following his long career shaping the K-pop industry.
His latest comments offer insight into the direction he hopes to pursue with the two groups.
Rather than relying only on strong performances and eye-catching visuals, Lee Soo Man wants to place greater attention on music that audiences can appreciate through listening.
By presenting A2O LITE and A2O SOUL as a challenge to familiar K-pop formulas, the producer is also encouraging broader discussion about how the industry can continue evolving.
For Lee Soo Man, the future of K-pop is not simply about introducing new artists or using more advanced technology, but about finding ways to keep music creative, meaningful, and enjoyable.
His remarks suggest that the success of A2O LITE and A2O SOUL will be part of his effort to explore that direction while questioning whether K-pop is doing enough to move beyond its established formula.
