10-04-2025
Girls' Generation's Sunny joins Lee Soo-man's A2O
Sunny of Girls' Generation has signed with A2O Entertainment, a new agency founded by her uncle and SM Entertainment founder Lee Soo-man, the company confirmed Thursday.
"(We) recently signed an exclusive contract with Sunny," A2O Entertainment said in a statement. "She is currently receiving production training under the guidance of producer Yoo Young-jin."
'Sunny is also helping design training programs for our trainees, providing psychological care, and participating in content production, styling and choreography direction,' the agency said.
On Monday, Sunny appeared in a YouTube video posted by A2O Entertainment titled '2024 Summer Training Camp,' where she appears directing a recording session by members of a new girl group in a US studio. Her unexpected appearance fueled speculation about her involvement with Lee's new venture, as she has been a free agent since parting ways with SM Entertainment in August 2023. Sunny has since occasionally participated in Girls' Generation group activities but had not been affiliated with a new agency until now.
Lee established A2O Entertainment after stepping down from SM Entertainment in 2023 following a high-profile dispute over management control.
The conflict erupted when SM Entertainment's management, led by co-CEOs Lee Sung-soo and Tak Young-jun, introduced the 'SM 3.0' initiative aimed at severing ties with Lee Soo-man's production system, accusing him of holding back the company's growth.
Lee opposed the move and attempted to regain control by selling his shares to Hybe, sparking a high-stakes takeover battle with Kakao. He ultimately sold his shares to Hybe and agreed to a three-year non-compete clause restricting him from producing music domestically. The dispute concluded with Kakao emerging as the largest shareholder — effectively pushing Lee out of the company he had founded.
A2O stands for Alpha to Omega, symbolizing a platform where celebrities and fans engage in every part of the entertainment process. Lee, who has been revealing A2O trainees through YouTube, debuted the agency's first group, A2O May, in December with a remake of TVXQ's hit 'Mirotic.'
The rookie girl group is scheduled to perform at the upcoming 'iHeartRadio Wango Tango' music festival in California on May 10.
Lee has previously said he hopes to create a platform where people can collaborate and create content regardless of socioeconomic status, race or region.
'Fans will soon be able to meet new A2O artists through our app-based platform,' he said.
