Creative director Lee Hae-in established a new entertainment company, AMA, in 2026. Seven days ago, Lee announced the founding of AMA in partnership with Kim Jae, CEO and former director of Warner Music Korea. AMA stands for "All My Anecdotes," representing a sensory-focused entertainment company that creates new artists based on narrative and existence, encompassing reality and virtual, local and global.

Lee Hae-in serves as CCO at AMA and previously demonstrated exceptional planning skills as the creative director of the girl group KISS OF LIFE. She also appeared as a director on the recently aired JTBC audition program "PROJECT 7" and acts as the executive producer for the boy group CLOSE YOUR EYES, with whom she connected through the program.

CEO Kim Jae, a former director at Warner Music Korea with global business expertise, co-founded AMA. As a result, AMA has secured strategic partnerships from its inception, strengthening its operational foundation. Currently, AMA has partnerships with SLL and its subsidiary label Uncore, through which it will continue producing albums for CLOSE YOUR EYES, a responsibility previously managed by Lee Hae-in.

A representative from Uncore expressed, "We are pleased to join AMA's new beginning led by the uniquely talented CCO Lee Hae-in and global expert CEO Kim Jae," adding, "We will provide full support and cooperation for AMA."

Through AMA, Lee plans to discover new artists and produce content across various genres and formats. AMA aims to present unique artists and content through a differentiated approach within the existing music industry. Lee emphasized, "AMA will be a space that values artists' narratives and allows their existence to be expressed to the fullest."

Lee Hae-in's career reflects her vision as AMA's CCO. Drawing on her experience in the K-POP industry, she focuses on strengthening the connection between artists and fans. Additionally, AMA is interested in creating new forms of content utilizing virtual reality and augmented reality.

The establishment of AMA is expected to bring a fresh breeze to the Korean entertainment industry. The collaboration between Lee Hae-in and Kim Jae will lay the foundation for producing artists competitive in the global market. They plan to enhance communication with fans not only through music but also through various types of content.

AMA will continue to collaborate with diverse artists to introduce new music and content. Lee stated, "AMA will be a platform that captures artists' stories." Through this, the company plans to maximize artists' individuality and creativity and establish itself as a trend-leading entertainment company.

The partnership between Lee Hae-in and Kim Jae is expected to open new possibilities in the entertainment industry. Based on their respective expertise, they will grow AMA and strengthen its position in the global market. They will respect artists' creativity and vision and support them in pursuing their desired paths.

AMA will continue to discover artists from various genres and produce content that tells their stories. Lee said, "Our goal is to provide a space where artists can freely express their stories." This reflects AMA's intention to become more than just an entertainment company, evolving into a platform where artists and fans can grow together.

The collaboration between Lee Hae-in and Kim Jae is anticipated to have a positive impact on the future of the entertainment industry. AMA will respect artists' creativity and support them in moving forward as they wish. This is expected to contribute to the development of the Korean entertainment industry.