The '!t Live' channel opened on April 3 of this year, surpassing 100,000 subscribers in just 2 months on June 6, according to YouTube. Previously, SM Entertainment's official channel 'SMTOWN' because the first Korean YouTube channel to receive the Diamond Play Button in March of 2017. 

'!t Live' brings K-Pop fans various live broadcast content from SM Entertainment artists including interviews, comeback lives, concert lives, lyric videos, etc. On August 26, '!t Live' will be showcasing a 'Mugi Box' broadcast with guests NCT Dream.