Former Survival Show Contestant Lee Hae-in Establishes Entertainment Company AMA with Warner Music Korea Executive
KISS OF LIFE creative director partners with industry veteran Kim Jay to launch new K-pop production venture
Lee Hae-in, the creative mastermind behind girl group KISS OF LIFE, announced January 7 she has co-founded entertainment company AMA alongside former Warner Music Korea director Kim Jay.
The 30-year-old (born July 4, 1994) takes the role of Chief Creative Officer while Kim serves as CEO in the newly established venture. AMA-short for "All My Anecdotes"-focuses on narrative-driven artist development blending physical and virtual experiences across local and global markets.
From Trainee Struggles to Industry Success
Lee's path to company founder spans a decade of K-pop industry experience. She competed on Mnet's "Produce 101" in 2016, placing 17th and missing the I.O.I. debut lineup. The following year, she appeared on "Idol School" where vote manipulation later revealed she had actually ranked first-though the revelation came too late to secure her debut with fromis_9.
After years working part-time jobs to support herself while pursuing an idol career, Lee pivoted to creative direction. She joined S2 Entertainment as visual and creative director, leading the concept development for KISS OF LIFE's July 5, 2023 debut.
Building KISS OF LIFE's Identity
Lee's work with KISS OF LIFE-consisting of Julie, Natty, Belle, and Haneul-helped the group carve out a distinct position in Korea's crowded girl group market. She oversaw their creative direction from debut through their third mini-album "Lose Yourself" released October 2024, her final project with the group before departing S2 Entertainment in November 2024.
The group's Y2K aesthetic, R&B-soul sound, and emphasis on authentic member personalities reflected Lee's creative philosophy developed through her own experiences as a trainee.
PROJECT 7 and Close Your Eyes
Lee appeared as director on JTBC's "PROJECT 7" survival program, which aired October-December 2024. She now serves as overall producer for Close Your Eyes, the seven-member boy group formed through the show who debuted April 2, 2025 under Uncore with "Eternalt."
Close Your Eyes won their first music show trophy just six days after debut and earned recognition from Billboard as K-Pop Rookie of the Month for December 2024. In interviews, members credited "PD Lee Hae-in" for developing their "literary boy" concept and poetic musical direction.
Strategic Partnerships Drive Growth
AMA secured partnerships with SLL and subsidiary label Uncore at launch, allowing Lee to continue producing Close Your Eyes while building AMA's artist roster. The arrangements enable shared production resources and industry expertise between the companies.
"We are pleased to embark on this new beginning with AMA, led by CCO Lee Hae-in with her distinctive sensibility and global expert CEO Kim Jay," an Uncore representative stated. "We will spare no effort in providing full support and cooperation for AMA."
Kim Jay brings international music industry connections and distribution expertise from his Warner Music Korea background, complementing Lee's creative vision with global business capabilities.
Industry Implications
Lee's trajectory from twice-eliminated survival show participant to company founder represents evolving K-pop career paths. Her emphasis on artist authenticity over manufactured personas draws directly from her decade navigating the idol training system.
The company name "All My Anecdotes" signals her focus on personal narratives in artist development-an approach that defined her successful work with KISS OF LIFE and now extends to her male idol production with Close Your Eyes.
With immediate projects through Close Your Eyes production and established industry partnerships, AMA enters the market with active operations rather than future promises. The company's ability to develop additional acts while Lee maintains her production role will determine its 2026 growth trajectory.
About AMA Entertainment
Founded January 2026 by Lee Hae-in (CCO) and Kim Jay (CEO), AMA develops artists based on narrative identity with emphasis on crossing physical-virtual and local-global boundaries. The company maintains strategic partnerships with SLL and Uncore for production resources and artist management.
