This article is by Shin Ha-nee and read by an artificial voice.
[INTERVIEW]
Where do K-pop idols go when the spotlight on them begins to fade?
It's a question that a certain idol-turned-producer hopes to tackle head-on as she launches her own K-pop agency in an industry notorious for the fleeting relevance of its young stars.
"I've seen a lot of colleagues and friends who felt lost, asking themselves, 'What should I do now?' after their contracts expired," said Lee Hae-in, the chief creative officer of All My Anecdotes, in an interview with the Korea JoongAng Daily.
"I asked myself the same question."
Few figures in the turbulent K-pop scene have experienced a dramatic career trajectory as Lee has.
She first became known as a contestant on the first season of Mnet's audition program "Produce 101" (2016–) and later debuted as a member of the short-lived project girl group I.B.I. She then competed on "Idol School" (2017) but failed to become a member of the resulting girl group fromis_9. Both shows were embroiled in one of K-pop's biggest scandals years later, involving voting manipulation.
Lee pivoted to more behind-the-scenes work, gaining recognition as the creative director behind the successful debut of the girl group Kiss of Life in 2023 and did the same for the boy band Close Your Eyes, formed through JTBC's audition program "Project 7" (2024).
Now, Lee has co-founded her own company, All My Anecdotes, alongside Jay Kim, the former CEO of DOD, Lee's previous agency.
Through All My Anecdotes, Lee hopes to find artists who are capable of thinking and creating independently so they can stand on their own without a company guiding their every move.
"I don't want idols [...] to feel lost if or when our time together comes to an end," said Lee.
All My Anecdotes is set to launch the five-member girl group OWIS on March 23. While OWIS is a virtual act, the members have publicly hinted at their real identities behind their digital personas — a rare move for a virtual team. Lee herself is believed to be one of the voices behind the project, though she has not directly commented on her involvement.
The label also plans to debut a nonvirtual girl group and a boy band in the future.
The Korea JoongAng Daily sat down with Lee in western Seoul on Feb. 26, ahead of OWIS's debut. Below are excerpts from the interview, edited for length and clarity.
Q. How did your experience as a trainee under multiple labels shape the way you lead as a creative director?
A. When I was younger, that experience actually made me question myself. I remember thinking, 'Why can't I seem to settle in one place?'
Looking back, I now realize that every company is unique, so I was able to experience firsthand an expansive range of systems and philosophies regarding how things should be done.
I was also able to witness how someone who might not stand out at first could grow over the long run. Watching this process up close became an extremely valuable asset for me as a director, as it helped me learn how to spot someone's potential.
As an idol, I don't think that I was someone who exceptionally excelled at singing or dancing, but I was well-balanced. In the entertainment industry, people often specialize in a specific discipline, so my broad perspective allowed me to look at the bigger picture and bring together insights from different areas, which I believe is one of my strengths.
What kind of agency will All My Anecdotes be?
The kind of company I want to build is reflected in the name.
Every agency has its own standards when it comes to recruiting trainees. For example, some may prefer to find trainees who are blank slates and shape them to encapsulate the company's vision and identity.
At All My Anecdotes, we wish to bring in those who have a sense of what kind of musical direction or career path they wish to pursue. I believe that kind of independence is also a form of talent. Even if someone's ideas for their future are not perfectly aligned with the ...