SM Entertainment has officially denied rumors circulating about an alleged ban imposed on its artists regarding participation in the dance challenge for NEON, the debut single from the group A2O LITE.
The South Korean agency addressed these claims after local media speculated that SM had vetoed its artists from recording viral videos set to the track.
What SM Entertainment said about the NEON challenge
According to a recent report by Maekyung Economy, an SM Entertainment representative denied that the company has prohibited its artists from participating in the challenge associated with A2O LITE's NEON.
The representative noted that, in fact, members of Super Junior have already performed the song's choreography.
We understand that members of Super Junior, an artist under our agency, have performed the dance in question, the spokesperson stated.
Furthermore, the agency clarified that there is no internal restriction related to this viral challenge.
We have not received any request from A2O's agency to perform a challenge, the SM Entertainment representative added.
The context between Lee Soo Man and SM Entertainment
This controversy cannot be understood without reviewing the relationship between Lee Soo Man, the founder of SM Entertainment, and the company he created. In 2023, Lee Soo Man left the agency following a public clash with the company's then-executives, led by the then-CEO Lee Sung Su, who is also his nephew.
Upon selling his stake in SM Entertainment to HYBE, Lee Soo Man signed a non-compete agreement that prevented him from producing albums or actively participating in the South Korean entertainment industry for the following three years.
Lee Soo Man’s return with A2O Entertainment
Once that three-year period ended, Lee Soo Man returned to the K-pop scene by creating a new agency: A2O Entertainment. Earlier this month, the company introduced two new groups on the same day: the nine-member girl group A2O LITE and the 15-member boy group A2O SOUL.
A2O LITE's debut single, NEON, has quickly become a success, achieving a perfect all-kill on South Korean music charts less than two weeks after its release.
Frequently asked questions about the controversy between SM Entertainment and A2O LITE
Is it true that SM Entertainment banned its artists from doing the NEON challenge?
No. An SM Entertainment representative expressly denied this rumor and pointed out that members of Super Junior have already performed the song's choreography.
What is NEON and who performs it?
NEON is the debut single from the group A2O LITE, which belongs to A2O Entertainment, founded by Lee Soo Man.
Who is Lee Soo Man and why did he leave SM Entertainment?
Lee Soo Man is the founder of SM Entertainment. He left the company in 2023 following a public conflict with its executives and sold his stake in the agency to HYBE, signing a three-year non-compete agreement.
Has SM Entertainment received any request from A2O to collaborate on the challenge?
According to the SM Entertainment representative, the agency has not received any request from A2O to formally participate in the viral NEON challenge.
Which groups has A2O Entertainment introduced so far?
A2O Entertainment debuted this month with two groups on the same day: the nine-member girl group A2O LITE and the 15-member boy group A2O SOUL.
