Amber’s Latest News: Did Amber Leave SM Entertainment?
In July 2018, Amber reportedly signed with Kevin Morrow’s Steel Wool Entertainment and also registered as Amber Liu. Morrow, who has worked for both Live Nation and House of Blues in the past, was enlisted to help Liu kickstart her career in the U.S. The agency will represent her plans to promote in the United States through singing, acting, as well as directing videos. As a solo act in South Korea, she’s still signed to SM Entertainment, the Seoul-based label conglomerate that’s shepherded some of the genre’s biggest acts. But, this year, she’s testing a notably new sound, a new U.S.-focused management firm, and a creative autonomy that few K-pop acts have ever enjoyed.
Not long after signing with the new agency, in September 2018, Amber released a single album White Noise + Lost at Sea which includes two songs “White Noise” and “Lost at Sea.” She’s also recently signed deals to be an ambassador for Nike and Loreal’s Redken brand.