SM Entertainment : Convergence Between Entertainment and Technology

SM Entertainment is an entertainment agency based in South Korea. Established in 1995, SM expanded into one of the largest entertainment companies. In order to elevate the viewing experience and entertainment quality, founder and producer Lee Soo-man innovatively brought up the application of artificial intelligence and technology in music. This offers a fresh take in the entertainment industry as it converges industries and adds new flavors that fans can enjoy.

On November 17, 2020 SM debuted their newest K-pop girl group AESPA. Their concept incorporates "avatar, experience, and aspect". The group consists of four members that each have avatar counterparts. These A.I. avatars appear in their music videos and other content featured on their YouTube channel. While not the first to have virtual singers, AESPA boosted the popularity and potential of advancing technology in the entertainment industry.

After AESPA's debut, SM announced their placement in the metaverse. The metaverse is like an alternate universe that uses virtual reality. This sets SM apart from other entertainment companies like YG or JYP Entertainment. Some companies have a lore or storyline, but nothing as extensive as SM's. SM does not think only about the entertainment aspect, but they are also striving to innovating new technology. In July 2022, SM launched their new metaverse subsidiary 'Studio Kwangya'. Having a whole subsidiary for this project shows their ambition and desire to further their virtual reality production. Though officially announced in 2020, there are signs that the metaverse is something SM has been culminating since TVXQ. With references in NCT's and Super Junior's music videos, it is not unlikely that SM has been planning it for a while.

AESPA uses computational linguistics in their AI models. SM is also working on other projects that utilizes computational linguistics such as their home assistant that uses TTS/STT synthesizers to mimic idol voices. The reach of A.I. idols is often doubted and questioned, but the direction SM is going in so far is promising. If they continue to truly care about the technology development aspect of entertainment, then I believe they will revolutionize K-Pop and the entire entertainment industry.