Step 1. New Stars from the Exoplanet
The boy group's name EXO, taken from the word exoplanet, means the members are the new stars from the unknown world, while each member has their own supernatural power. All of these may sound very childish. However, it was part of SM Entertainment's promotion strategy to increase commercial value of EXO. It was a great success. EXO succeeded in capturing hearts of teens because the group was attractive, handsome and mysterious.
Step 2. Combination of EXO-K and EXO-M
EXO originally consisted of two sub units, EXO-K and EXO-M. The EXO-K members were active in Korean music scene, while the EXO-M members tried to fascinate Chinese fans in the country. This kind of promotion strategy was Lee Soo Man's idea. He wanted to grope for new possibility of kpop by taking over the enormous market in China. EXO is the only kpop idol group who divided the team into two and was active in both Korea and China at the same time.
Step3. Chinese members' breakaway from the team
In 2014, EXO-M's Kris filed a lawsuit against SM to terminate his contract. After then, other Chinese members Luhan and Tao decided to leave EXO too. It's true that the Chinese members' breakaway was a fatal blow to the boy group, and EXO-M's activity in China came to a virtual stop. However, taking this opportunity, SM got to pay much attention to Chinese artists' activities in Korea and China. The agency is now building up its risk management system.
Step 4. Acting Challenge
In 2014, D.O appeared on SBS drama "It's alright, this is love." He was recognized for his good acting skill and has been cast in various movies such as "Cart", "Brother", and "Pure Love." Apart from D.O, EXO's other members Chanyeol, Suho, Baekhyun, and Xiumin have just began their careers as actors. It is expected that EXO,
the idol of teenage youngsters, will be able to appeal to all ages by appearing on a variety of dramas and movies.
Step 5. Singer Songwriter
Chanyeol is the one who shows off his songwriting ability these days. He took part in writing the OST for "Law of the jungle", while he also wrote the logo song of the radio program "Young Street." SM artists tended not to take part in writing their songs. They usually just sang songs composed by Yoo Young Jin or famous foreign composers. However, SHINee's Jonghyun made a big success with his solo album that was full of his own songs in January 2015, and it affected the other artists in SM. You might be able to listen to the EXO members' various own songs in the near future.
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