EXO's Lay Takes on Producer Role for Rising Boy Group NouerA

EXO member Lay has stepped into the role of producer for the seven-member boy group NouerA.

According to a report by TenAsia on the 10th, Lay is collaborating with NouerA, who debuted last year. Industry insiders suggest that Lay's decision to partner with NouerA is a strategic move to enhance global influence. Lay will leverage his extensive experience as an artist to oversee the production and direction of NouerA's new album.

Through this collaboration, NouerA aims to broaden their global musical spectrum while maintaining their unique style, promising to deliver expanded new music and performances.

Lay previously honed his musical skills by producing for the girl group R.E.D last year and has now expanded his expertise to boy group production. NouerA announced their comeback and new mini-album release through their official social media on the 10th, teasing new charms and raising anticipation with the news of their collaboration with Lay.

Lay, who is of Chinese nationality, had been less active in Korea but made a comeback with EXO after 2.5 years, receiving a warm response from fans. However, he surprised fans by not attending a fan meeting in December that was meant to announce EXO's activities. EXO, with Lay, returned with their 8th studio album's title track 'Crown,' achieving five wins on music shows.

NouerA, who decided to collaborate with Lay, garnered significant attention from the international music industry even before their official debut. They were officially invited to the 'Billboard No.1s Party' in Los Angeles, marking their first appearance in front of global music professionals. They were also named '2025 K-pop Rookies' by Billboard and Billboard Korea, showcasing their presence even before debut.

NouerA made their debut in February last year with the album 'Chapter: New is Now,' selling approximately 160,000 copies initially and accumulating 180,000 to 190,000 copies in total, marking a stable start. Their second mini-album 'n: number of Cases,' released in June, surpassed 200,000 initial sales, setting a new personal record.

NouerA is a new idol group planned by Noua Entertainment, consisting of four Koreans, two Chinese, and one Japanese member, forming a global team. Last year, Noua Entertainment's Zhou Anxin and Zhang Jiahao appeared on Mnet's 'Boys 2 Planet,' debuting with the group Alpha Drive One, increasing their recognition.

Celebrated as 'global rookies,' NouerA is set to make their comeback on the 9th of next month.

Lee So-jung, TenAsia Reporter forusojung@tenasia.co.kr