Former Produce 101 contestant Lee Hae-in is opening a bold new chapter as a producer, officially stepping into full-scale artist creation with the launch of her own entertainment company.
On the 7th, Lee announced that she had founded a new label called AMA, partnering with CEO Jay Kim, a former executive director at Warner Music Korea. AMA stands for “All My Anecdotes” and is built around creating artists grounded in strong narrative, identity, and immersive worldbuilding. The label aims to produce stylish entertainment that blurs the boundaries between reality and virtual space, as well as local and global markets.
At AMA, Lee will serve as Chief Creative Officer (CCO), overseeing all creative direction. She previously gained industry recognition as the creative director behind KISS OF LIFE, where she was praised for shaping the group’s clear identity and cohesive concept. Lee also appeared as a director on JTBC’s audition program Project 7 and currently serves as executive producer for the boy group CLOSE YOUR EYES, which debuted through the show.
CEO Jay Kim brings global industry expertise to the table, having worked extensively in international music operations during his time at Warner Music Korea. At AMA, he will lead business strategy and global expansion, forming a balanced creative–business structure.
Strategic partnerships are already in motion. AMA has established a collaborative relationship with content studio SLL and its label Uncore. Through this partnership, AMA will continue album production for CLOSE YOUR EYES while sharing production infrastructure and creative know-how.
A representative from Uncore said, “We are honored to join AMA’s new beginning led by CCO Lee Hae-in, who has unmatched creative instincts, and CEO Jay Kim, a global expert,” adding, “We will provide full support for AMA’s growth.”
As Lee Hae-in transitions from creative director to full-fledged producer, attention is focused on how AMA may reshape narrative-driven K-pop production in the years ahead.