Why Did the 'Avengers' of Former SM Launch a K-Pop Agency in the U.S.?

Han Semin, Ria Kim, and Lee Gyeom Launch Titan Content
Production and Distribution Based in LA,
Seoul Serves as Training Hub

Kang Jeonga, CEO of Titan Content (from left), Ria Kim, CPO, Han Semin, COB, Dom Rodriguez, CBO. Titan Content

Key producers who helped K-pop take root overseas and usher in its golden era have launched a new venture in the United States.

Centered around Han Semin, the former SM Entertainment CEO who brought BoA, Girls’ Generation, and EXO to the global stage, star casting expert Kang Jeonga, choreographer Ria Kim, visual director Lee Gyeom, and music producer Dom Rodriguez have established the K-pop agency Titan Content in Los Angeles, California.

They are launching their first artist, the multinational seven-member girl group AtHeart, and will also introduce an audition-based reality show called K-Pop Dreams. This represents a new K-pop model, with both production and distribution carried out entirely in the United States.

Titan’s strategy is not to “export the Korean system,” but to create “localized global K-pop.” Unlike the traditional step-by-step approach of major agencies, which expanded from Japan, China, and Southeast Asia before entering the U.S., Titan has chosen to manage everything in the U.S. from planning and production to debut. With K-pop’s status now elevated in the mainstream American market, they believe that “local production” is needed, rather than simply “exporting” content.

At a founding press conference held on August 6 at the Ryse Hotel in Mapo-gu, Seoul, Han Semin, Chairman of Titan Content, said, “K-pop is already doing stadium tours and appearing on the main Billboard charts in the U.S. There is no longer any reason to go through a step-by-step entry process. My conviction to create a new K-pop model became stronger, and that’s why we established the company in the U.S.”

Han emphasized, “Ultimately, what matters most are the content and the artists,” adding, “We determined that starting the planning process in the U.S. from the beginning was the most rational approach.” He also stressed, “From the outset, we wanted to build a company that could confidently compete with major entertainment companies in the U.S.”

The organization is also thoroughly localized. CEO Kang Jeonga, who was a key figure in casting and developing TVXQ, SHINee, f(x), and EXO at SM, later led the planning for The Boyz. CPO Ria Kim is a choreographer who created signature dances for TWICE, ITZY, and Sunmi, and is the founder of 1MILLION Dance Studio. CVO Lee Gyeom has directed visuals for idol groups such as SEVENTEEN and GOT7, while CBO Dom Rodriguez is a multi-platinum producer named to Billboard’s “40 Under 40” and previously led strategy for SM USA.

They share the view that “K-pop is not created by music or performance alone, but is a comprehensive content completed through close collaboration among experts in planning, choreography, visuals, music, and training.” Based on this, they are pioneering a new model as a “locally focused integrated production company.” Korea will serve as a base for training and R&D, while the U.S. will be the center for actual production and distribution.

(Front row) Group AtHeart members (Back row from left) Ria Kim, Titan Content CPO; Han Semin, COB; Kang Jeonga, CEO; Dom Rodriguez, CBO. Titan Content

Titan’s first artist, AtHeart, is a multinational girl group with an average age of 16. Even before debut, they have already gained 600,000 YouTube subscribers, and their pre-debut music film for “Good Girl” has reached 8.5 million views. As reflected in their name, which combines “Heart” and “At,” the group aims to be “artists who connect emotionally with fans worldwide.” Ria Kim expressed confidence, saying, “Member Arin is the most skilled performer among all current girl group members.”

The audition-based reality program “K-Pop Dreams” is also in production. Co-produced with The Gurin Company, the show will follow K-pop hopefuls across the U.S. as they experience training and debut. The format will incorporate K-fashion, K-beauty, and K-lifestyle, and global distribution is planned through TGC GE. Han Semin explained, “This program is an experiment to present K-pop not just as a music genre but as a lifestyle.”

Starting with the release of AtHeart’s first EP “Plot Twist” on August 13, Titan plans to debut a total of five teams by 2028: one girl group, one boy group, one global virtual idol group, and solo artists of both genders. All projects will be carried out mainly in the U.S. in collaboration with local partners, while the Seoul office will serve as a base for training and visual R&D.

Han Semin stated, “Our goal is to fundamentally change the structure so that artists planned and produced locally can perform on the global stage from the very beginning. We aim to create a new K-pop industry ecosystem that combines the strengths of both the U.S. and Korea.”