SOOP has signed a Memorandum of Understanding (MOU) with S27M Entertainment to revitalize the music ecosystem and promote joint content projects. The signing ceremony was attended by Lee Se-min, Head of SOOP’s Social Content Business Division, and Kim Jae-deok, CEO of S27M Entertainment.

This agreement aims to combine SOOP's streamer-based content production capabilities with S27M Entertainment’s roster of artists and music IP to expand collaborative music content and discover new intellectual property and revenue models. In particular, the goal is to bridge live streaming and the music industry to build a new form of music content ecosystem where streamers and artists can participate together.

S27M Entertainment is a comprehensive entertainment company home to talented artists including the vocal group NOEL, Na Yoon-kwon, PENTAGON’s Jung Woo-seok and Jinho, and VIXX’s Ken. They focus on artist-centric music production, performances, and content business to expand their music IP.

The two companies will continue their cooperation across various fields. Key areas of collaboration include joint planning and operation of live shows, auditions, performances, and digital tracks; production of collaborative content between streamers and artists; support for the promotion and content production of S27M Entertainment artists; and the joint development and expansion of new music IP. Furthermore, they will work together to discover revenue models based on digital tracks and live content, conduct joint online/offline events and campaigns, and cooperate on global content expansion.

Lee Se-min, Head of SOOP’s Social Content Business Division, stated, "Through this agreement, we are building a music content environment where streamers and artists can grow together," adding, "We will strengthen our platform competitiveness through various collaborative projects and continuously expand our music IP."

Meanwhile, SOOP is accelerating its collaboration with S27M Entertainment by conducting the music content project 'AMUSO X' with the vocal group NOEL. It is an audition-style format that leads to a debut, with NOEL participating as judges and mentors to enhance the quality of the program. The final winner will receive the opportunity to release a collaborative track and perform on stage at the 2026 NOEL Concert 'Cafe June', held on June 20 and 21. The final stage of AMUSO X will take place on the 10th.