SM Entertainment announced the launch of STUDIO KWANGYA, a new division dedicated to metaverse content production.  To do this, STUDIO KWANGYA has partnered with US-based VR concert platform company Amaze VR. This new partnership will produce content under the name ‘Studio A’ and use proprietary VR concert production tools with a self-made 3D VR camera, image processing software, Unreal Engine-based VR visual special effects (VFX) technology, and AI technology. The goal is to create immersive VR concerts for fans drawing from the worldwide popularity of K-pop.

Amaze VR has developed an immersive VR  experience for its users, where fans can enjoy their favorite artists through a VR headset in surround sound. The VR concert platform AmazeVR has raised a total of $30.8 million since its inception in 2015. Headquartered in Los Angeles, with an office in Seoul, AmazeVR was founded by JB Lee, Steve Lee, Jeremy Nam and Steven Koo. AmazeVR uses proprietary 9K cameras and software that can automate complex unreal engine-based VR concert visual effects (VFX) modules and run more than 100 headsets at a time. Debuting with ‘Enter Thee Hottieverse’ featuring Megan Thee Stallion, AmazeVR has been touring American movie theaters for much of 2022. In 2023 they plan to roll out top K-pop acts in theaters. 

“SM is excited to expand our market to include metaverse content for artists using AmazeVR’s industry-leading VR technologies and proprietary concert creation tools. We’ve had a great interest in this market and see the opportunity for our artists in the metaverse,” says Sung-su Lee, CEO of SM Entertainment. “AmazeVR shares the same vision for this next generation of music.”

“We’re thrilled at the prospect of working with SM to collaborate with K-pop and other Asian artists, as well as other Asian music companies, through our new partnership. They’ve influenced K-pop globally, united the music industry across the continent, and brought unique and energetic performances to worldwide audiences,” says AmazeVR Co-CEO Ernest Lee. “We’re going to see some phenomenal VR concerts.”