Lee Sang-min and Ailee are making a significant return to their musical roots, shifting focus back to their primary careers as artists. Both are channeling their efforts into nurturing new talent, marking a pivotal moment in their professional journeys.
Lee Sang-min has recently established his own agency, The 232, and is actively sharing the idol production process through his YouTube channel, '232 Project.' Known for his involvement in producing albums for popular groups like Country Kko Kko, Sharp, Diva, Chakra, and Soho Tae in the late 1990s and early 2000s, Lee is returning to his roots as a producer after 25 years. While he maintained a strong presence on various entertainment shows, often characterized as the 'debtor' persona, he has now cleared his debts amounting to 6.9 billion won, closing that chapter of his life. This shift allows him to re-embrace his music production career, a strategic move that could redefine his public image.
This project is more than just content; it's a testament to Lee Sang-min's comeback. It tests whether he can adapt his past successes to the current market and if his production skills remain relevant. As he steps back into the music industry as a producer, the debut of his new group is also gaining attention, seen by some as a strategic approach.
Ailee, on the other hand, is expanding her stage in a different way. She has launched a YouTube band-making survival show, 'Ailee Band,' to discover talented musicians. After consulting with QWER, a band active in the scene, she personally reviewed all audition videos over 12 hours. The goal is not just to select band members but to provide real stage and debut opportunities for musicians who lack them. Ailee expressed her intent to create a team that forms 'our sound' with individual talents and skills, rather than just supporting a vocalist.
While Ailee has established herself as a vocalist with hits like 'I Will Show You' and 'I Will Go to You Like the First Snow,' her recent public attention has shifted more towards her marriage with Choi Si-hoon. This project signifies her desire to return to the music-centric narrative and regain her spotlight as a performer.
Both Lee Sang-min and Ailee are striving to break free from their personal life-driven images and reaffirm their presence in the music industry. Lee's return is akin to reviving his past producer legacy, while Ailee is expanding her career by creating a new ecosystem. These movements in the music industry reflect a broader trend of artists designing their next steps in unique ways.
Kim Ji-won, TenAsia Reporter one@tenasia.co.kr