Former SM Content Production Head Launches B.YOUR SIDE, Betting on Next-Generation K-Pop Boy Group

*This content was translated by AI.

Veterans from major entertainment agencies are coming together to create a new landscape with a boy group that breaks the conventions of K-pop.

Star Story ENT, a comprehensive entertainment agency led by Lee Chang-jae (CEO), is launching an "expansion-type" boy group, B.YOUR SIDE, formed by veterans from SM Entertainment and YG Entertainment, and is entering the global K-pop market. The company aims to present a new type of team that breaks away from the formulaic grammar of existing idols, based on its expertise in artist management and content production accumulated at major agencies.

From 2002, Lee Chang-jae (CEO) served as head of the management department at SM Entertainment, overseeing the management of male group artists including TVXQ, Super Junior, and SHINee, as well as Kangta, Go Ara, Lee Yeon-hee, and Kim Ji-hoon. Subsequently, from 2009 to 2018, he served as Je Jak (Team Lead) for content at SM C&C and head PD for drama production, expanding his area of activity to overall content production and OSTs.

The competitiveness of Lee Chang-jae (CEO) and Star Story ENT lies in the combination of on-site management experience that accompanied artists from their beginnings through their growth, along with the production capability to plan and complete artist storytelling content. This is further strengthened by personnel from YG Entertainment, concentrating the experience and production systems accumulated at major entertainment companies into a rookie group.

The first result of this effort is B.YOUR SIDE. Composed of Yuha, Haneul, Kaer, and Rieu, B.YOUR SIDE proclaims itself an "expansion-type group." The team name embodies the will to always stand by your side and protect you until the end, even when facing moments of uncertain future. Musically and in performance, they reinterpret music from different eras and genres—such as New Jack Swing, HYBE-led dance, and City Pop dance—with a contemporary sensibility, continuously expanding their musical spectrum. They plan to freely cross the boundaries of genre and style to build B.YOUR SIDE's unique color.

From the early stages of their debut, B.YOUR SIDE has not limited its activity scope to Korea, setting Japan, the United States, and Europe as core markets. In particular, centered on global tours and local stages, they aim to be a "team that grows through performances" by directly expanding contact points with fans.

Lee Chang-jae (CEO) of Star Story ENT stated, "B.YOUR SIDE is a team that does not conform to set formulas and continuously expands its territory through music, performance, and stage," adding, "Based on the experience accumulated over many years in the production field and diverse overseas networks, we will showcase both the individual charms of each member and the team's musical competitiveness."

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*This content was translated by AI.