Singapore Academy Launch
Following the announcement of its Southeast Asia headquarters in Singapore at the end of 2022, South Korean agency K-POP SM Entertainment appears to be preparing to establish the training academy for K-Pop Somptless in the city-state.
The company behind popular K-POP acts like Aespa, Generation of Girls, and Not will launch the academy via its subsidiary SM Universe in June of this year at the *Scape Youth Center located in the heart of Link Garden. Numerous news outlets from Southeast Asia reported on this development on Monday (March 3), referencing the official announcement.
Curriculum and Enrollment
The Singapore branch will feature a 21-week flagship curriculum focusing on vocals, dance, musical production, and stage performance for a fee of 10,000 US dollars. According to reports, scholarships will be available for students with exceptional potential.
Enrollment for the inaugural class will be limited to 50 students, and a process of online auditions will be required for admission. In addition to the flagship program, SM Universe Singapore will offer shorter courses for those interested in honing their performance skills, according to the reports.
The course will culminate in weekly training sessions at the main SM University campus in Seoul, where top students will gain opportunities to audition for major South Korean entertainment agencies.
The Academy primarily targets students aged 13 to 18 years, although no formal age limit has been set, as reported by the Singapore Strait Times in reference to the press secretary at the Singapore campus.
“This Academy will provide novice K-POP artists in the region with world-class training and serve as a springboard for their growth as they pursue their dreams on the international stage.”
Je-Won Dzhang, SM Universe
Founded in 1995, SM Entertainment is home to popular groups like Red Velvet, Aespa, NCT, and RIIZE. The company’s latest group, Hearts2hearts, recently debuted with their single Chase.
SM University was first launched in Seoul in 2022, offering a three-year program that covers production, singing, dancing, modeling, and acting. The tuition there is reported to be around Circle of 10 million (approximately 6,850 US dollars based on current exchange rates). Unlike its Seoul counterpart, the Singapore Academy is expected to align with after-school curricula rather than replace formal education.
“SM Universe is excited to expand into Southeast Asia and nurture new talents. This Academy will provide novice K-POP artists in the region with world-class training as they pursue their dreams on the international stage,” said Je-Won Dzhang, the Chief Executive Officer of SM Universe, as quoted in news reports.
Jonathan Ang, the director of the Singapore campus, added: “The creation of the Singapore campus exemplifies our commitment to developing talents and providing unparalleled opportunities for the growth of young artists in Southeast Asia.”
News of this initiative comes two years after SM Entertainment announced plans to set up its Southeast Asia headquarters in Singapore, where it also considers retail business opportunities. At that time, SM Entertainment founder Lee Su-man stated in a CNBC conversation that plans might include forming a new K-POP group called NCT Singapore, although this idea has yet to be realized.
In the fourth quarter of 2024, SM Entertainment reported a 9% year increase in revenue to Circle 273.8 billion (approximately 195.94 million US dollars based on the average quarterly exchange rate). Its operating profit surged by 275.6% year to Circle 33.9 billion (around 24.26 million dollars), which SM attributes to revenue growth, a shift in sales mix, and the reallocation of compensation based on efficiency.
The Singapore Educational Academy is just one of SM Entertainment’s recent initiatives aimed at expanding the K-POP training methodology globally. In November 2023, the company partnered with British production firm Moon & Back Media to develop a British boy band that combines K-POP training strategies with Western television production.
This collaboration led to the debut of Deralice, a British boy band formed through the partnership between SM Entertainment and Moon & Back. The group’s formation was documented in a BBC One program, Made in Korea: K-Pop Experience, which filmed the 100-day training period of participants in South Korea, providing insights into the K-POP artist development system.
SM Entertainment’s competitor, Hybe, is also seeking talent abroad. Last week, Hybe announced plans to create an enterprise that unites CEO Bang Si-Kyuk, known for launching BTS, along with Hybe America general manager Scooter Braun, and ONEREPUBLIC frontman Ryan Tedder to discover and create a next-generation boy band.
This initiative follows Hybe’s recent success with Katsi, their first global girl group developed in partnership with GEFFEN Records Universal Music Group. Over 120,000 young people worldwide participated in the auditions for this global GEFFEN group through Hybe/Geffen.
SM Entertainment to train aspiring K-pop stars in Singapore — for a $10,000 fee
