Lee Hae-in―once a K-pop trainee and now a respected creative director and producer―has launched a new entertainment company, stepping in as Chief Creative Officer.
On the 7th, Lee announced she co-founded AMA with CEO Kim Jae-yi, a former Warner Music Korea executive. AMA, short for “All My Anecdotes,” aims to build next-wave artists around story and identity, blurring the lines between reality and virtual, and between local and global, with a sensory-first approach to entertainment.
Lee has served as creative director for KISS OF LIFE and appeared on JTBC’s audition series "PROJECT 7" as a director. She is also the executive producer for the boy group CLOSE YOUR EYES.
AMA has inked partnerships with SLL and its subsidiary label Uncore. Through those deals, the company will continue album production for CLOSE YOUR EYES while expanding collaboration across projects. Both sides expect to share production expertise and amplify their impact in the music industry.
“We’re thrilled to join AMA’s fresh start under CCO Lee Hae-in―whose taste is singular―and CEO Kim Jae-yi, a seasoned global expert,” an Uncore representative said, adding that the label will provide full support and collaboration for AMA.
Lee’s career is one of a kind in K-pop. She competed on Mnet’s "Produce 101" in 2016, finishing 17th, and in 2017 placed first on "Idol School"―only to be left out of the debut lineup due to producers’ vote manipulation. A later court ruling confirmed she had indeed ranked No. 1, restoring her reputation. She has since earned praise from critics and the public alike as the visual and creative director for KISS OF LIFE.
(SBS Entertainment News | Kang Kyung-youn)