Creative Artists Agency (CAA) has signed a representation deal with South Korea’s SM Entertainment, which manages K-pop stars such as NCT 127, SuperM and EXO.
The agreement means that for the first time an American-based agency will represent one of the major K-pop management companies. Apart from SM Entertainment, the other big players are YG Entertainment and Big Hit Entertainment.
SM Entertainment’s YouTube channel currently has over 28 billion views and over 20 million people across the world have attended shows featuring their performers. The company has been increasingly active in the American market. This past year, it partnered with Capitol Music in support of NCT 127, and the two launched SuperM together.
This is not the first time that CAA and SM Entertainment have worked with each other.
The agency in the past has brokered promotional events for SM’s acts. It booked NCT-127’s performance on the The Late Late Show With James Corden as well as arranged SuperM’s upcoming North American Tour.
Richard Lovett, who is the president of CAA, commented on the deal by saying, “Seeing an SM Entertainment show is an amazing experience. Soo-Man Lee and his talented team have an incredible eye for high energy and charismatic talent. We are honored and excited to be working with the incredible SM team to support the growth of what is already a huge fan base around the world.”
Soo-Man Lee, who is the executive director of SM Entertainment, also commented on the deal. He said, “It is a great pleasure working together with the largest entertainment and sports agency in the U.S. We believe that SuperM and NCT 127 will expand further to the global market together with CAA. Furthermore, this contract is only the beginning of our collaborations, and as an executive producer, I am hoping to contribute to our forthcoming global entertainment business by providing new visions and by creating more meaningful content.”