On November 16 KST, SM Entertainment revealed that it has signed a strategic partnership with UK-based entertainment company, Moon&Back Media.

Representatives of both agencies gathered on this day at the SM Entertainment building Seongsu-dong, Seoul to seal the deal, including SM CEO Jang Chul Hyuk, CBO Jang Yoon Joong, CAO Lee Sung Soo, Creative Director Kangta, M&B CEOs Nigel Hall, Russ Lindsay, and Dawn Airey, and Music Director Ben Karter. 

M&B is led by Nigel Hall, known as the producer of UK competition shows such as 'The X Factor', which gave birth to One Direction, and 'Britain's Got Talent'. Co-CEO Dawn Airey is also known as a former CEO of Getty images, while Russ Lindsay is one of the founders of James Grant Media Group, the UK’s largest independent media, music, and sports talent agency.

Through its new partnership with M&B, SM Entertainment will continue to advance innovation and investment in its global music/artist IP. On the other hand, M&B will contribute local resources and expertise in the UK music/TV industry. The two companies aim to launch an English boy group with K-Pop characteristics some time next year.

M&B will oversee the casting of the new boy group members, while SM will oversee the group's music, MVs, choreography, and various creative content. 

The new boy group will be introduced to global audiences for the first time in the second half of 2024 through a 6-part TV series, airing simultaneously in Korea, the UK, and the United States. M&B's Russ Lindsay assures, "I'm confident that we can create a new TV series that will have music fans all over the globe going nuts."