Former K-pop trainee turned acclaimed creative director and producer Lee Hae In has officially launched her entertainment company, AMA, and assumed the role of Chief Creative Officer (CCO). Announced on January 7, Lee co-founded the company with former Warner Music Korea executive Jay Kim, who will serve as CEO.
AMA, short for “All My Anecdotes,” represents Lee’s mission to create artist-centered narratives grounded in identity and storytelling. The company aims to shape next-generation artists through a sensorial approach that blurs the lines between reality and virtuality, local and global.
Lee Hae In has already made waves as the creative director of the girl group KISS OF LIFE and gained further recognition through his directorial appearance on JTBC’s audition program PROJECT 7. She is also the executive producer of the boy group CLOSE YOUR EYES.
AMA has already partnered with SLL and its subsidiary label Uncore, continuing Lee’s production work CLOSE YOUR EYES while promoting shared industry know-how and creative synergy.
A representative from Uncore expressed strong support, stating: “We are excited to work with AMA led by unique visionary Lee Hae In and globally experienced CEO Jay Kim. We will fully support AMA’s new journey.”
Lee Hae In holds one of the most remarkable runs in K-pop history. After finishing 17th Produce 101 in 2016 she placed first in the 2017 show School of idols but was unfairly removed from the debut lineup due to manipulated results. A forensic investigation later confirmed that she had indeed placed first.
Since then, Lee has redefined herself behind the scenes, earning critical and fan acclaim for her work KISS OF LIFE and now he’s embarking on his boldest move yet: leading his own company as a visionary creative force in the K-pop industry.
Sources: Nate
