We shed light on SM Entertainment's 30th anniversary from various angles.
A special book exploring the vision we will cultivate, centered around the essence of music.

“I believe SM’s language was created because it viewed the product called K-pop in a three-dimensional way and meticulously wove long-term ideas into a single identity.” _Magazine 〈B〉

“Considering the significance of SM’s content, which will be remembered as a powerful moment in people’s daily lives, our ultimate goal is to develop a better culture with a positive influence that transcends generations and borders.”_SM Entertainment

B Media Company, which has expanded its media scope by publishing several books, including the magazine 〈B〉, which covers only one brand in three dimensions per issue, is publishing a special book 〈THE CULTURE, THE FUTURE〉, which covers the history and vision of SM Entertainment, a leading K-pop entertainment agency, in collaboration with SM Entertainment.
〈THE CULTURE, THE FUTURE〉 broadly sheds light on the essence and future of K-pop through the history and vision of a single company, from the founding of SM Entertainment to the monumental achievements of SM artists and an analysis of SM's new strategy 'SM3.0' announced in 2022. It comprehensively contains contents such as memories of the company's fandom 'Pink Blood' branded by SM Entertainment, interviews with industry experts who have closely observed SM's progress, interviews and pictorials with two legends who have written K-pop history together, SM's new innovations seen in the SM 3.0 strategy, an exploration of albums, music videos, and performances that give a glimpse into their attitude of focusing on the essence of 'music', and global music industry trends.
〈THE CULTURE, THE FUTURE〉 is expected to stimulate the passion of K-pop fans and provide an example of attitude and innovation for those in the entertainment industry.

Four experts gathered to share their insights on SM Entertainment, the company that has led K-pop for 30 years. Having witnessed SM's growth from up close, these experts, as fans, critics, and partners, reminisced about the past and critically assessed aspects of SM's history.

“I think SM is the company that best practices ‘thesis, antithesis, and synthesis.’
The shortcomings of previous generation groups
We improve our strengths and mix them together to create a better team.
In the process, we have created a turning point in idol history by showcasing a team worthy of SM.”_Newsis Popular Music Reporter Lee Jae-hoon

“I believe that SM’s capabilities come to some extent from the strength of its internal system.
Actually, in the past, I felt that there was nothing I couldn't do as a PD if I just negotiated well with the managers, but SM was an exception.
To be honest, I was a bit tired. (Laughs) Everything had to be done within SM's manual-like system and framework.
I think this characteristic continues to this day.
In some ways, it seems to have been a very important key to the success of K-pop.”_ SBS CP Park Sung-hoon

“SM is a place that provides maximum support to its artists when they have a desired direction or need, and the database and human resources to do so are also quite high.
“I believe that these capabilities create successful artists, and this leads to respect and trust in the company for future generations.” - Lee Maru, Feature Director, ELLE

“Personally, I have three major expectations for the SM 3.0 era. First, I’m curious to see how far SM can expand its musical horizons.
“SM is the most musically pluralistic K-pop company in the world, with R&B, dance, EDM, etc., so we are looking forward to the synergy that will come from the multi-production and subsidiary label system.” – Branding expert Jeon Woo-seong
--- From "face to face"

It is no exaggeration to say that SM Entertainment's history today is one built on the rock called HOT.
In that sense, Kangta is like an eternal stratum that remembers SM's beginning and present.


“I think SM is a company that presents a continuous agenda.
The company's identity, which has been shaping the direction of K-pop from the beginning, has proven that it can move forward in a way that maintains a sense of respect for artists.
I think it's because we have emotional respect for artists that we were able to establish a system that could serve as a stepping stone for their activities.
“For artists who are on the same page as me and want to work with SM, I play a role in finding ways to continue their activities.”
--- From "The Legends: The Archetype of K-Pop Idols, Kangta"

Approaching her 25th anniversary, BoA remains a work in progress. She's a North Star, having held the stage for the longest time and guiding SM's direction.

“I think I feel that way more these days.
I hope that all members of the company, who have gone through a considerable amount of time together, can come together to celebrate our 30th anniversary and work together to achieve further development for the next 30 years.
Maybe it's time for us to prove ourselves to each other again."
--- From "Asia's Star, BoA"

As a pioneer in the domestic A&R industry, Lee Sung-soo, the chief A&R officer of SM Entertainment, who first introduced Song Camp, a new way of working in K-pop music, to Korea, cites the fusion of craftsmanship and pioneering spirit as the strength of SM Entertainment's music system.

“The vision of SM 3.0 is to build a system that allows multiple major artists to actively pursue global activities simultaneously through multi-production and affiliated labels, and to provide high-quality music not only to SM and its affiliated labels but also to the K-pop industry and numerous labels in Asia through KMR, a 100% publishing subsidiary, and to create a music industry that can grow sustainably.”
--- From "All About Music SM Entertainment CAO (Chief A&R Officer), Lee Seong-su"

Composer Kenzie, who provides multi-layered experiences through music, such as unexpected changes in melody and layered instrument sounds, reflects that he was able to learn a variety of musical perspectives and production techniques at SM Song Camp, and that he experienced momentum for further growth as a composer.

“The Song Camp system that SM first attempted not only brought about changes in artists and musical styles, but also had a huge impact on many composers, including myself.
It was a place where composers from various countries met, either randomly or through optimal combinations, to share their styles and experiences and collaborate. This process naturally led to the sharing of diverse musical perspectives and production techniques. SM Song Camp, in particular, challenged us to consider ways to harmoniously blend trendy international music elements with the uniqueness of K-pop.
These experiences and reflections have become valuable assets that have deepened my musical depth as a composer, helped strengthen SM's musical diversity and experimental spirit, and contributed to enhancing K-pop's global competitiveness."
--- From "Composer and Producer, Kenji"

Design Music, a Norway-based producing group that has worked on numerous K-pop hits, says K-pop is a cultural content area that crosses genre boundaries, and that collaborating with SM provides a completely new creative experience for overseas producers.

“K-pop is not a genre that is confined by a certain mold, so it allows for a variety of musical experiments that have never been attempted before.
So I think K-pop is a music genre that inspires creators.
From another perspective, unlike Western pop, it has diverse messages and worldviews, and has the power to embrace all regions and generations.”
--- From "Norwegian-based songwriting and production group, Design Music"

As SM's first virtual artist, Navis moved to the real world right after her debut and is actively working as an artist.
In addition to being a flexible character that flexibly changes to suit various platforms and media, it features voices created through AI voice technology and content produced using generative AI.

“Navis is the result of countless trials and errors, combined with collective intelligence, and refined over a long period of time.
If we sequentially present the stories and music of Navis, which we have prepared, and if these contents are consumed while gradually forming a sense of empathy with fans and the public, the IP value of Navis will grow and expand explosively.
That is why he is an artist whose future is even more anticipated.”_ Park Jun-young, CCO (Chief Creative Officer)

--- From "future-oriented Navis"