The studio on the fourth floor of SMTown at COEX Artium, guarded by Jonghyun. SCREAMfmLondon
SMTown Studio: Music Video, Photo, Recording, Hair & Makeup, Vocal, Dance, Dress
As you ascend to the top floors of SMTown at COEX Artium, the services become more deluxe. While you can purchase k-pop merchandise on the second floor, you can actually star in a k-pop music video on the third!
At the SMTown Studio, fans can be professionally styled with SM-approved costumes, hair and makeup; trained to create an audio recording of their favorite song; taught the corresponding dance moves; photographed and photoshopped to their hearts’ content; and filmed in a duplicate of their favorite music video. It honestly all looks like a ton of fun — especially if you have slight delusions of grandeur and a lot of money to blow.
The SMTown Studio packages range in price from about $30 (for a simple tour of the space and a commemorative photo) to $500 (for a two-hour video recording session). Most packages hover around the $100-200 range. A one-hour, one-on-one dance class costs about $100 (while a group class is around $80). A one-hour vocal training and recording session is $150, and it costs $200 (and, apparently, one and a half hours) to have your hair and makeup done.
I took a tour of the studio space that culminated in a one-hour dance class.
The tour begins at the makeup station, where marble tables are piled high with rows upon rows of blush, eye shadow, brushes and more. The walls are all covered with mirrors and “the best selfie lighting ever” (their words — not mine). I do not doubt, though, that SM Entertainment’s makeup artists could work some serious magic on us all with their superior beauty knowledge. It’s a tempting package, for sure.
SMTown photo studio. SCREAMfmLondon
Behind the makeup station is the photo studio. It’s a pretty cavernous room decorated with yet-unreleased photos of SM artists for the guests to ogle. If you’re a fan of photoshoots, I’m sure this is a good one. I am not a fan of photoshoots, but they took a few photos of me anyway — and specified which way I should stand to make it easiest to photoshop.
Some of TVXQ!’s costumes on display at SMTown. SCREAMfmLondon
My favorite stop on the tour is the wardrobe area. It’s a beautiful room full of costumes SM artists have worn onstage or at special events, all grouped by band and labeled with the individual members’ names. It was amazing to see these outfits up close and to examine all the details: every epaulette on SHINee’s jackets, every rhinestone on TVXQ!’s sleeves. Everything is so pristine, except for the scuff marks on the fabulous shoes. I loved it so much.
The hard-working shoes of a k-pop star. SCREAMfmLondon
SHINee’s outfits on display at SMTown. SCREAMfmLondon
So much beautiful crushed velvet. SCREAMfmLondon
Next, we visited the vocal recording rooms. Allegedly, the rooms are really, really used by actual SM artists. This was emphasized many, many times during the tour. There are a number of different recording booths equipped with what is supposed to be the best, most advanced audio recording technology out there. I would not know the difference, so I’ll have to take their word for it.
From there, we journeyed through the hallways to the music video studio. The room is divided in two halves: EXO’s “Growl” on one side and Girls’ Generation’s “Gee” on the other.
Music video set for EXO’s “Growl.” SCREAMfmLondon
This room was a little awkward for a few reasons. First, there were quite a few people sitting right in the middle of it doing some work on their computers while we’re just traipsing around, taking pictures of stuff.
Also, I happened to be there not long after Tao officially announced his departure from EXO and his subsequent lawsuit against SM Entertainment. It was a little too obvious that his name had been hastily painted over on a few of the walls while it still appeared on others. Awkward.
Tao’s name hastily painted over at bottom right. SCREAMfmLondon
Once we departed from there, it was time for our dance lesson led by a professional SM choreographer. We stashed our belongings in fire engine red lockers that read “DREAMS COME TRUE” across the front and took our places to learn the dance for EXO’s song “Call Me Baby.”
The pace of the dance was very quick, but the instructor was patient and helpful. One hour was not enough time for any of us to master any of that, but we worked hard, and it was a blast. It seemed to go by very quickly, especially since a lot of time was taken when cameramen came in to record our practice and interview a few of us (including me, for some horrifying reason) about our interest in k-pop.
Inside the SMTown dance studio. SCREAMfmLondon
It was a great class, though, and I was sad to leave. I could definitely imagine spending hours every day trying to perfect those dance moves, if I only could afford it.
The SMTown Studio experience was an interesting one. To be honest, the studio tour is a little boring and doesn’t offer much beyond selfie ops (and not very spectacular ones at that). I would recommend heading straight for your area of interest (singing, dancing, fashion) to maximize your enjoyment of the studio.
Check out my guide to SMTown’s SUM Celebrity Shop and LIVErary Café here.
Check out my guide to SMTown’s 3D printing theater here.