SM Entertainment's Chris Lee talked with Billboard about the business of making K-pop hits
... I don’t really focus on a specific genre, but last night, during the Q&A session, someone asked me, “What’s the most important thing to make a sound or song as an A&R?” Make it not boring and bring heart. We just want the listeners, our fans, to get into the music. So that means it has to be perfect, musically perfect. Everything has to be perfect and has to be interesting.
So we actually spend a lot of time working to make a record. It’s not just a one-time job, but sometimes we change one song around 60 times. ’s “Cherry Bomb.”]For only one song, “Cherry Bomb,” I had more than 17 different versions. It’s not only “Cherry Bomb,” of course. It’s all of the songs. But [“Cherry Bomb”] was pretty extreme.
Those files that you just showed me, they are what ended up making up every single part of the song? They ended up in the final cut? Yeah. There was an original demo but we changed it a lot. “Cherry Bomb” didn’t have proper melody and verse the first time when I got the demo from. We got topliners and other producers to make the verses, middle eights, dance breaks. So as we made that and recorded it, and during the mixing time, we also changed it a lot. That’s how we work.
Is that part of the cultural technology system that you were talking about last night? Obviously everything is different per situation, but you seem to have a map for creating your SM Entertainment content?That’s right. It’s also because of my producer Soo-man Lee.
You mentioned last night that the company has reached the final stage of SM’s cultural technology expansion. Can you expand on that? The idea of finalizing a company’s innovation sounds a bit like stagnation. There are three stages: culture creation, culture expansion, and culture exportation. First, we began with H.O.T. We made one very famous group and they went everywhere, China, Japan, etc.
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