July 6, 2022

South Korean leading entertainment agency, S.M. Entertainment along with YouTube has announced to bring back K-pop music videos from the 1990s and 2000s back into the limelight through their remastering project.

According to S.M. Entertainment CEO Lee Sung-soo and YouTube Head of Music Partnerships in Greater China and Korea Lee Sun, they will begin the “S.M.xYouTube Remastering Project” with the aim to introduce the history of K-pop in light of the immense popularity of Korean music around the world.

The two companies held an online press conference that livestreamed through YouTube. S.M.‘s rookie girl group aespa members Karina and Giselle had also joined the event.

S.M Entertainment’s CEO commented that in partnership with YouTube, they’ll also be introducing some 300 music videos and tracks that have been digitally remastered. The company also further plan on conducting various campaigns to introduce the roots and evolution of K-pop to global music fans and expand its reach in the global music industry.

Lee Sun, who is also the executive director of artist relations in the Asia-Pacific region for YouTube commented that they have joined the project with the goal of providing a wider range of music to its users. She also pointed out S.M. was the first to launch a YouTube channel among the Korean entertainment labels then.

YouTube’s global head of Music, Lyor Cohen, mentioned that Korean artists have been incredibly leaned into YouTube. And over the past few years, they‘ve seen the explosion of growth of K-pop around the world.

Cohen expressing his expectations for the project continued to add that want fans to enjoy the more diverse catalogue of K-pop and delve into understanding just how it has grown and how it became huge over the last few decades.

According to S.M Entertainment, in order to promote the project, rookie girl group aespa will be remastering girl group S.E.S‘ 1998 hit song “Dreams Come True.” The group members will be dropping their versions of the song and an accompanying music video in December.

S.M. on Thursday morning to kick off the project released a remastered version of boy band H.O.T.’s “Warriors‘ Descendent” music video via its SMTOWN YouTube channel.

It lastly mentioned that the remastered music videos will be unveiled every week.