Two Bold New K-Pop Agencies Redefine the Industry in 2024
Two new K-pop agencies have launched this year, each with ambitious plans for the industry. MW Entertainment, founded by Lee Won-min, will debut fresh talent by 2026. Meanwhile, AMA—led by producer Lee Hae-in and former Warner Music Korea executive Jay Kim—aims to blend virtual and global entertainment in innovative ways.
Lee Won-min, previously the head of WM Entertainment, established MW Entertainment as his latest venture. The agency will introduce a rookie girl group named Uspeer alongside a new boy band. His goal is clear: to develop a K-pop star with exceptional music, performance skills, and charisma by 2026.
Elsewhere, Lee Hae-in and Jay Kim joined forces to create AMA. Lee Hae-in, known for her work as creative director for Kiss of Life and project group Close Your Eyes, brings experience to the role. The agency has already secured a partnership with Uncore, the label behind Close Your Eyes, and its parent company SLL. Uncore publicly backed AMA’s launch, pledging full support for its future projects. AMA’s vision extends beyond traditional boundaries. The company plans to merge reality with virtual elements while bridging local and global markets. This approach sets it apart from more conventional K-pop agencies.
Both agencies are now preparing for their next steps. MW Entertainment will focus on training and debuting its new acts, while AMA builds on its existing collaborations. Their efforts could reshape how K-pop connects with audiences worldwide.
