Inside K-POP's Genre Expansion: SM Lands Sumi Jo, JYP Bets on Bands

SM Entertainment and JYP Entertainment, two of K-POP's biggest labels, are moving beyond idol pop and into new genres. SM Entertainment has signed world-renowned soprano Sumi Jo, while JYP Entertainment is developing a gugak (Korean traditional music) duo alongside its expanding band roster. The shift points to K-POP extending its reach into classical, traditional and band music.

SM Classics, the classical and jazz label under SM Entertainment, announced on May 21 that it had signed an exclusive album and digital recording deal with soprano Sumi Jo. She is the first recording artist to join the label. The deal marks a notable step for the K-POP powerhouse as it expands beyond its traditional boundaries and collaborates with a leading figure in classical music.

Their first project together is "Continuum," a special album marking Jo's 40th anniversary as a recording artist, set for release in May. EXO's Suho joins her on a duet, while violinist Danny Koo also features on the album, giving the classical material a more accessible feel. "Breaking down the line between the legacy of classical music and a modern sensibility, and choosing to take on new music rather than stay on the path I know, is how I truly feel about my work," Jo said through SM Entertainment.

SM Entertainment has been moving closer to classical music for some time. In February, the company staged a "Vienna Symphony X K-Pop" concert featuring an orchestral version of EXO's "Growl" along with a collaboration stage with Super Junior's Ryeowook. As a guest, Ryeowook performed his solo songs "Little Prince" and "You Don't Have to Do Anything" with the Vienna Symphony.

JYP Entertainment is moving in a similar direction. Through its subsidiary INNIT Entertainment, the company has been running its own genre experiments. In January, it debuted Dodeuri, a gugak duo that blends Korean traditional music with K-POP. The pair, Na Young-joo and Lee Song-hyun, both gained recognition through the audition show "The Ddanddara." Their concept combines modern production with traditional gugak, making it a notable attempt to bring a distinctly Korean genre into a global pop framework.

JYP Entertainment is also serious about making band music a bigger part of the mainstream. The company has been applying the K-POP idol system to bands, with structured training and long-term planning behind each act. The idea is to bring K-POP's polish to a genre that has traditionally seen less institutional support. Those efforts are paying off. Acts under Studio J, JYP Entertainment's band division, have performed strongly in recent years. DAY6 has ranked near the top of the digital charts with each new release, supported by a loyal fanbase and consistent songwriting. Xdinary Heroes, a younger group that works across multiple genres, has also been steadily moving into larger venues.

There is a clear strategic reason major labels are pushing K-POP into other genres. As K-POP's global footprint has grown, it has created opportunities for classical, gugak and band music to reach wider audiences. The existing K-POP fanbase also offers built-in promotion and strong crossover potential.

SM Entertainment bringing in a classical figure like Sumi Jo and JYP Entertainment launching a gugak duo reads as more than simple business diversification. It reflects a broader effort to expand the spectrum of Korean popular music itself. Where these moves lead is now one of the more closely watched questions in the industry.