Top entertainer → Producer..Lee Sang-min's "232 Project" led by Shop and Shark [★FOCUS]

*This content was translated by AI.

Lee Sang-min, a broadcaster from the group Lula, came back as a producer through the "232 Project." As he produced teams that were rich in an era such as Country Coco, Shop, and Shakra, attention is focused on his move to return to his main job after a long time.

Lee Sang-min has announced his plan to produce a mixed K-pop group since last year. At the time, he said, "Now the time has come for fandom not to be divided into men and women, but to like a team," adding, "There is no need to distinguish between male and female groups."

The "232 Project" is a hybrid group production project conducted by 232 Entertainment, newly established by Lee Sang-min, and is revealing the production process through the YouTube channel of the same name. This challenge is even more meaningful in that he, who has been an entertainer, jumps back to the front line of the music industry. On the 4th, the first audition video was released and the project began in earnest.

The songs "GENIUS" (Genius) and "IAIN'T THE ONE" have already been made. Lee Sang-min said, "The music has already been completed. Two more songs will be worked on in the future, he said, expressing confidence, "It doesn't take long for the album to come out and be active." He continued, "I have to debut within next year at the latest. The music has been released, so if you think it's good, please apply," he added.

Hybrid groups have been a rarity in the K-pop market for some time. There were times when mixed groups such as Lula, Cool, and Coyote were very popular, but since the 2000s, the idol market has gradually disappeared as it was reorganized around a single gender.

In particular, as high planning power such as team composition, concept, and fandom formation is required, there has been a great perception that mixed groups are difficult to succeed. However, the group All Day Project recently broke down these barriers to show its potential, and Lee Sang-min is also challenging this trend.

Lee Sang-min established his position as a producer by successfully succeeding in shops, diva, chakra, and country coco in the past. It is evaluated that it has shown a firm presence in the popular music market with a unique sense of reading trends.

After suffering various ups and downs, he returned to the entertainment industry in 2012 and entered his "second heyday" as an entertainer. At the "2025 SBS Entertainment Awards," he beat out prominent candidates such as Yoo Jae-suk, Shin Dong-yup, and Kim Jong-guk, winning the grand prize and standing as a top entertainer. And through this '232 Project', he became a producer again for the first time in about 25 years, marking a new beginning.

Currently, the K-pop market is a fiercely competitive structure that requires not only musical perfection but also member narratives, global scalability, fandom building, and differentiated branding. Beyond the buzz of "Lee Sang-min Group," attention is being paid to whether Lee Sang-min's planning skills and senses as a producer can work in the current market. Attention is focusing on what kind of results Lee Sang-min will produce through this project and whether he will be able to prove his presence once again.

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*This content was translated by AI.