SM Entertainment has unveiled its new NEXT 3.0 strategy, focusing on debuting a new boy band, incorporating artificial intelligence (AI) into music production, and enhancing its A&R system ahead of 2026.
The K-pop agency plans to introduce a new group this year, following in the footsteps of NCT and EXO, further strengthening its artist ecosystem.
According to Korea Joongang Daily, the announcement was made as part of the SM 3.0 roadmap, detailed through two videos uploaded today on the company’s YouTube channel. The videos featured key executives, including co-CEOs Jang Cheol-hyuk and Tak Young-jun.
Tak Young-jun also confirmed plans to debut a new boy band this year, with trainees from SMTR25 considered potential candidates.
He explained that SM aims to prioritize artists supported by flexible creative teams to ensure the company’s growth and transformation progress simultaneously.
“By placing artists at the center and flexibly assigning the most optimal creative teams, we aim to achieve growth and transformation at the same time,” Tak said, as quoted by Korea Joongang Daily.
The group will be revealed gradually through various programs titled Reply High School. It will mark SM’s first boy group in two years since the debut of RIIZE in September 2023.
“In China, we are working with Tencent Music Entertainment; in Thailand, with True; and in Japan, we are in discussions with several partners,” Tak said.
“Our focus is to create intellectual property (IP) that aligns with local markets while maintaining SM’s creative identity,” he added.
SM is also developing a customized A&R system for its artists and strengthening its global infrastructure through collaboration with its publishing subsidiary, Kreation Music Rights (KMR), according to Lee. – BOOM!
