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EXO member Lay steps into new role as producer for rising boy group NouerA
TenAsia reports that Lay, from the K-pop powerhouse EXO, is set to collaborate with NouerA, a seven-member boy group that debuted last year. Industry insiders reveal this partnership is a strategic move to boost Lay’s global influence. Leveraging his extensive experience as an artist, Lay will take the helm in overseeing the production and direction of NouerA’s upcoming album.
This collaboration aims to expand NouerA’s global musical reach while preserving their unique identity. The group is gearing up to showcase fresh sounds and performances that push their artistic boundaries.
Lay, who previously produced for girl group R.E.D. last year, is now venturing into boy group production. NouerA recently teased their comeback on social media, hinting at unexplored facets of their artistry. The news of Lay’s involvement has significantly amplified the anticipation surrounding their return.
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Despite his Chinese nationality limiting his activities in Korea, Lay made a triumphant return with EXO last month after a two-and-a-half-year hiatus, much to fans’ delight. However, he stirred controversy by unexpectedly missing a fan meeting in December. EXO’s comeback with “Crown” from their eighth studio album has been a resounding success, securing five music show wins.
NouerA, Lay’s new collaborators, have been turning heads in the international music scene even before their official debut. Their invitation to the Billboard No. 1s Party in Los Angeles marked their first appearance before global music industry bigwigs. The group’s potential was further recognized when they were named among Billboard and Billboard Korea’s “2025 K-pop Rookies” prior to their debut.
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NouerA’s entry into the K-pop arena in February last year was marked by impressive sales figures. Their debut album “Chapter: New is Now” sold around 160,000 copies in its first week, with total sales reaching 180,000 to 190,000. Their second mini-album “n: number of Cases,” released in June, shattered their previous record with over 200,000 first-week sales.
Conceived by Nua Entertainment, NouerA is a multinational group comprising four Korean, two Chinese, and one Japanese member. The agency previously gained attention when its trainees Zhou Anxin and Zhang Jiahao debuted in AlphaDrive1 after competing on Mnet’s “Boys Planet.”
As they enter their second year in the industry, NouerA, hailed as “global rookies,” are set to make their highly anticipated comeback on the 9th of next month.
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For more updates, contact TenAsia reporter Lee So-jung at forusojung@tenasia.co.kr
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