Shidai Forum: Lee Soo-man, visionary leader of A2O Entertainment, asks, "Can K-culture sustain its momentum for over 30 years? We must find something new" [Comprehensive Report]

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• Keynote speech at the 'Era of Co-Traveling Media': "The more technology advances, the greater the importance of culture will become"

Lee Soo-man, Key Producer and Visionary Leader of A2O Entertainment, emphasized the importance of culture in response to technological advancements.

The comprehensive daily newspaper Shidai (hereinafter referred to as "Shidai") held the "Shidai Forum" on the 21st at the Sebit Island Convention Center in Seoul, themed "K-Culture × Tech: The Path to Sustainable Growth."

Lee Soo-man, Key Producer and Visionary Leader of A2O Entertainment, a cultural pioneer who established the framework for the K-pop production system, took the stage as the keynote speaker.

On this day, Lee said, "I am grateful to receive such cheers after a long time. I feel very proud that you have viewed me so favorably." He added, "For a long time, while making music, producing singers, and leading K-pop, I have been asking questions about what makes it different."

He continued, "If we show music on stage, present performances, and display it through music videos, people will increasingly experience music in another way. So, how do we make and present music videos to create visualization? The transition from listening to music to watching music was my starting point." He noted, "After 16 years, I have reached a point where I can realize my concerns."

Lee re-emphasized CT (Culture Technology) and mentioned the catchphrase "From cameras that capture, to cameras that create." Lee explained, "The technology generates thousands of videos from just one dance performance."

He then spoke about A2O LITE and A2O SOUL, which he recently launched, saying, "It was not easy to debut two teams at once, but these two teams resonate with my identity."

Lee stated, "As K-pop has grown globally, performance and visuals have become extremely important. However, I asked myself again whether we might be focusing too much on what we see and failing to feel the joy of listening to the music itself." He added, "I wondered if we could create music that is good to listen to and also good to watch, and whether we could build such power."

He continued, "Perhaps the debut of A2O LITE and A2O SOUL this time can be seen as a familiar approach. It is a debut that poses questions again toward K-pop, which can fall into mannerism if not handled correctly." Lee said, "Using new technology does not automatically make a group good, nor does being different from others guarantee good content. I absolutely do not recommend it just for the sake of being different." He added, "And one must have human love. I believe that is the most important starting point even when discussing me and technology. I also think the potential of 4DGS will not remain limited to entertainment."

Lee emphasized, "The more technology advances, the greater the importance of culture will become." He stated, "I do not think the purpose of technology must always be to replace humans. The same applies to AI." He added, "For K-culture to be loved even after 30 years, we must find something new rather than relying on past glory. It will be important how we utilize that technology with wisdom, and how it meets culture. That is the path we must walk to build future civilization."

Prior to this, Oh Byung-sang, President of Shidai, delivered the opening remarks. He said, "Shidai launched its print edition on October 15. Today's forum is the first time Shidai has stood before readers and the industry since its launch." He continued, "We deliberated for a long time on what theme to choose for our first public event, and the answer we arrived at was K-culture. The reason is clear. K-culture is currently the most dynamic field in Korea where tomorrow is being created."

He added, "Shidai will not read the cultural industry through numbers alone. We will look together at the creative struggles behind sales and export figures, as well as the structure of the industry. We will applaud generously for what is done well and ask clearly about what needs to be improved." He explained, "This is because I believe that affection is necessary to ask proper questions, and proper questions are needed for an industry to last long."

Meanwhile, the forum was divided into two parts. Part 1 followed Lee Soo-man's keynote speech with a focus on AI-based video creation. Cecilia Sen, CEO of Utopia Studio, a global AI video specialist company, spoke about "AI Native Studio: The Combination of Technology and Production."

Subsequently, motion graphic designer and director Kim Geul-gyun (Apple TV Content Team) explained "Creation in the AI Era: Changes in Content Production Methods." Director Kim received an Emmy Award in 2024 for producing the main title of the drama "The Last of Us."

In Part 2, attention was paid to the phenomenon where trends led by K-pop are spreading to related industries such as lifestyle, beauty, and physical AI. New cultural leaders took the stage as speakers.

Yoon Sang-bo, Vice President of Galaxy Corporation, which is the agency for singer G-Dragon and operates "Robot Park" in Gangdong-gu, Seoul, spoke about "The Expansion of Entertech Using Robots," introducing related projects such as humanoid robot idols and robot fashion shows. Shin Jae-ha, Vice President of APR, a representative global K-beauty company, discussed "Expanding the K-Beauty Paradigm Through Technological Innovation." Lee Seung-jin, Vice President of MUSINSA, which leads the domestic fashion, beauty, and lifestyle ecosystem, examined the present and future of "K-Lifestyle Connected by K-Culture."

Shidai aims to be a deliberative media with the motto "Respected Individuals, Prosperous Republic of Korea," opening a new path for journalism. Brilliant Korea, the media holding company that Shidai belongs to, includes NEWS1, NEWSIS, Money Today, MTN, StarNews, and ZDNet, which operate independently, and also includes The Bell as an affiliated company.

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*This content was translated by AI.View Original