Lee Hae-in, a former K-pop idol turned producer, has co-founded All My Anecdotes to help artists navigate life after their spotlight fades. The agency aims to foster independent thinkers in an industry known for short-lived careers. All My Anecdotes plans to debut the virtual girl group OWIS on March 23.
Lee Hae-in, the chief creative officer of All My Anecdotes, discussed her new venture in an interview with the Korea JoongAng Daily on February 26 in western Seoul. Having experienced the uncertainties of K-pop firsthand, she seeks to address the challenges idols face post-contract. “I’ve seen a lot of colleagues and friends who felt lost, asking themselves, ‘What should I do now?’ after their contracts expired,” Lee said. “I asked myself the same question.”
Lee's career began as a contestant on Mnet’s “Produce 101” in 2016, leading to her debut in the short-lived project girl group I.B.I. She later appeared on “Idol School” in 2017 but did not make the cut for fromis_9. Both programs were later implicated in a voting manipulation scandal. Transitioning behind the scenes, Lee served as creative director for the girl group Kiss of Life's successful debut in 2023 and for the boy band Close Your Eyes, formed through JTBC's “Project 7” in 2024.
Co-founding All My Anecdotes with Jay Kim, the former CEO of her previous agency DOD, Lee emphasizes recruiting artists with their own creative visions. “I don’t want idols [...] to feel lost if or when our time together comes to an end,” she stated. The agency will debut the five-member virtual girl group OWIS on March 23, with members hinting at their real identities—a departure from typical virtual acts. Lee is believed to contribute a voice to the project, though she has not confirmed this. Future plans include a nonvirtual girl group and a boy band.
Reflecting on her trainee days under multiple labels, Lee noted how those experiences helped her spot potential and adopt a broad perspective. She aims for mutually beneficial contracts, signing one herself as an artist under the agency. Addressing industry criticisms, Lee acknowledged areas needing improvement while highlighting evolving generational dynamics. Her long-term goal is to build lasting relationships with talented individuals.
