SM's general director reveals the Aespa Universe promotion...

The group "aespa" has a strong musical color and lyrics that give off a "taste of iron" when you just read the lyrics of songs such as "hyperstellar," "primitive," "universe," and "Supernova."
With their unique concept and showing a one-of-a-kind identity, the group is garnering attention every day ahead of the release of their first full-length album, "Armageddon."
In particular, a variety of teasing contents that break the existing teasing and promotional frameworks will be released one after another.
It is this fact that has been proving its “Supernova-class” hot topic day after day. “ONE
Choi Seung-woo and Cho Woo-cheol, general directors of "Dragon Ball Super: The Movie Production", spoke about this production.
We spoke to them directly about the promotion. #"Armageddon", the beginning of a multi-universe worldview, brought to you by "aespa"!
This album transcends the real world and the digital world, and is a newly expanded multiverse of "
The track video "Universe" was released in addition to the previously released music video for "Supernova," as well as the story of Season 2 of "aespa."
An experimental transmedia platform that organically links to teasing content such as "Superbeing," "aepisode," and "Find the Authentic."
In addition, the project also makes special use of the Promotion homepage (aespa.com), depicting the protagonist's existence in multiple worlds, torn between the fake "aespa" and the AI.
In line with the concept of this album, which incorporates chaos towards the real world, in "Verifying Image" (a tool to verify that you are not a robot),
It has attracted attention as "high-quality" teasing content that is packed with fun elements and details, such as the fact that you can only see the teaser image after searching for "a."
Regarding the direction he wanted to show through this promotion, Director Choi Seung-woo said, "Aespa is a group that aims to expand its worldview and
With each album, they plan to show a new side of the multiverse world, and the storyline will continue within it. Starting with this full-length album, aespa will continue to create new stories based on their worldview.
"We plan to present exciting new music, concepts, and content that will make us stand out," he said, "and with this first full album, we have been working on the album with the goal of having a double title since the beginning, and we will continue to work on it as a single."
We gathered opinions from the production staff and members and chose this song because it shows this direction well."
Director Cho Woo-cheol also commented, "Armageddon is an expansion of the multiverse worldview,
The slogan, "I am my own world," and "Define my own me," are at the forefront of the group's efforts to establish aespa as an attractive character for the current generation and promote active agency.
Based on this, I tried to portray them as special beings who develop their own lives. I also tried to portray their union in the midst of confusion over the possibility of another world and the authenticity of "I" and "my world."
We set a storyline that awakens people to face themselves without fear, and at the same time, we raise a hot topic about identity, which is the one and only "aespa" and "ae
"Aespa" is the queen of "unique worldview" and "K-POP
"aespa" is the "Black Scene" itself and the end of the "concept"!
Since its debut with "Mamba", the group has presented a narrative experience of the digital world "KWANGYA" by opening a huge-scale worldview video reminiscent of a science fiction movie.
It has been attracting attention for its groundbreaking concept and diverse movements, which have never been seen before. And now, it has returned to a new worldview narrative that is created in a multiverse.
The reason for the continued positive reviews, such as "They're serious about their concept," is that aespa's worldview breaks away from music and video, and they are constantly experimenting with meaningful promotions to present them in new formats.
He also spoke about the strategy of ONE PRODUCTION, which is currently working on a project to create a new channel for the entertainment industry.
"We think it's important for fans to empathize with the concept and get immersed in solving the case through direct and indirect experiences until we reach the final value," he said.
In order to effectively show such messages, the concepts and keywords of the contents, including music, are integrated and visualized, and the artwork is made up of various tools such as videos and images.
By actively utilizing it and providing clues for deriving concepts, we aim to increase the immersiveness of the promotion, and to express what only "aespa" can express, and what we, the members, can do.
We tried to show what we could do best, which maximized the synergy and led to good promotion."
Next, Director Choi Seung-woo said, "We will make the month of May the 'month of aespa.'"
In order to achieve this, we have put together the story we want to show with this album, from the logo, which is the beginning of the teasing content, to the opening trailer and the jacket image music video.
"We wanted to provide fans with a variety of things to see and enjoy by balancing the quantity and quality of the shows so that the meaning of the series can be clearly conveyed," he added.
#The questions about aespa continue, Ah Oh Ay! As I said before, aespa has expanded a lot with their first full album, Armageddon.
The story of the multiverse worldview has begun in earnest, and the group will continue to promote its unique concept and extraordinary scale through music, content, and performances.
Director Cho Woo-cheol said, "I want to continue to define aespa as aespa. The music and concepts they create are unique and only they can do them.
With this in mind, we plan to surpass "KWANGYA" and create an infinite world using aespa's unique methods and expressions."
In addition, Director Choi Seong-woo said, "In the highly competitive K-pop market,
I always think hard about what I should show, but after much deliberation, I always come to the conclusion that it is right to do music and concepts that only AESPA can do and that AESPA can do best.
Of course, sometimes there are projects that show concepts of other genres, but in the album, they are faithful to the story of the world view unique to "aespa".
Following their first full-length album promotions, AESPA will be embarking on their second world tour and showing more vigorous activities than ever before.
Meanwhile, aespa's first full album "Armageddon" will be released on various music platforms at 6 pm on May 27th.
All the songs will be released on the website and will also be released physically on the same day.