Choi Jin-suk, the global A&R executive of Kreation Music Rights (KMR), a music publishing subsidiary of SM Entertainment, is leading the establishment of SM 3.0, a multilabel system aimed at broadening the spectrum of K-pop. KMR, launched as part of the SM 3.0 project, has gathered around 150 songwriters, making it the largest company of its kind in the K-pop industry. Choi emphasizes the importance of nurturing musical inspiration and fostering a community of music producers where they can freely communicate and collaborate. He also expresses his interest in working with Korean music producers to share his passion and energy with junior colleagues in the country. Choi believes that the K-pop industry still has the potential to grow by experimenting with diverse music sources and fostering innovative creativity through collaboration between foreign and local talent. He highlights the evolution of K-pop groups, each with its own unique story and characteristics, allowing music producers to approach music with innovative creativity and broaden the spectrum of K-pop. Choi aims to inspire music producers and contribute to the industry's growth as long as time allows.