In December 2015, South Korean entertainment industry leaders ranked Exo at number seven in the top ten pop culture leaders of 2015, the highest rank held by a K-pop artist.
On July 21, 2016, contractual disputes between Kris and Luhan and SM Entertainment were settled and both members left the group. On July 22, Exo embarked on its third headlining tour, Exoplanet 3 – The Exo'rdium, with a record six consecutive concerts at the Olympic Gymnastics Arena.
In late 2016, the group members spent time advancing their solo careers. On October 28, Lay released his debut EP, Lose Control. Chen, Baekhyun, and Xiumin debuted in the group's first sub-unit, Exo-CBX, releasing their first EP Hey Mama! on October 31.
On May 28, 2017, the tour ended with the second of two consecutive concerts at the Seoul Olympic Stadium, the largest stadium in South Korea. The tour brought the band's total number of concerts to over 100. In June 2017, Lay announced he would not take part in the band's next album and would instead focus on his acting career.
In February 2020, SM Entertainment revealed that Exo would prioritize solo and sub-unit activities in 2020 due to multiple members being on hiatus to fulfill their mandatory military service. Suho became the fourth member to debut as a soloist with his EP Self-Portrait, released on March 30, 2020. Baekhyun and Kai returned to activities with SuperM for the group's first studio album, Super One. Kai debuted as the group's fifth soloist with his self-titled EP on November 30, 2020.
Prior to the enlistments of Chanyeol and Baekhyun, the active members recorded Exo's next album in secret. In a video celebrating their ninth anniversary on April 8, 2021, the group showcased the filming of their upcoming music video and announced that they were preparing for the album to be released in the first half of the year, which would mark Xiumin and D.O.'s return to the group. Lay also participated in the album, marking his first activities with Exo since Don't Mess Up My Tempo. The group's seventh extended play, the "special album" Don't Fight the Feeling, was released on June 7. D.O. debuted as the group's sixth soloist with his EP Empathy on July 26, 2021.
Exo celebrated their tenth anniversary on April 8, 2022, through the premiere of a new season of their reality show Exo's Ladder, released through the streaming service Wavve, as well as a special fan meeting, titled 2022 Debut Anniversary Fan Event, on April 9, 2022, at the Jamsil Arena, which marked their first show with a live audience since the beginning of the COVID-19 pandemic. Following the completion of his contract with SM Entertainment, Lay announced his departure from the company. He clarified that he would remain active as a member of Exo. Xiumin became the seventh member to debut as a soloist with his extended play Brand New on September 26, 2022.
On January 5, 2023, Suho announced that the group is set to release new music after spring. Exo celebrated their 11th debut anniversary with a fan meeting, titled "2023 Exo Fanmeeting 'Exo' Clock", at the KSPO Dome from April 8 to 9, 2023. On June 1, 2023, it was announced that Chen, Baekhyun, and Xiumin were terminating their contracts with SM and filed a joint lawsuit against SM in regards to transparency of earnings. Despite this, SM confirmed that the group would continue filming their comeback MV, while also including Kai despite his military service. In response to SM, it was confirmed that Chen, Baekhyun, and Xiumin were exploring ways to continue promoting as Exo members following the results of the lawsuit. On June 19, SM Entertainment and Exo members Chen, Baekhyun, and Xiumin jointly announced that both parties had resolved the contract dispute, and the members had decided to stay with the company.
On May 15, 2014, Kris Wu stopped promoting with Exo and its subunit, Exo-M, as a result of the lawsuit he filed against SM Entertainment. Luhan followed on October 10, 2014. Both members formally left the group on July 21, 2016. Tao went on an official hiatus during Exodus promotions due to injury and filed a lawsuit against SM on August 15, 2015, formally leaving Exo on March 15, 2018. Following Tao's lawsuit, Exo promoted their albums as a full group rather than in two sub-groups.
On June 13, 2017, SM Entertainment announced Lay would not be participating in activities for the group's upcoming album due to conflicting schedules with his solo activities. Lay did not return to active participation in Exo until 2021, although he did contribute vocals to the Chinese version of their song "Tempo" in 2018. On May 26, 2021, Lay was reported to be returning to the group to take part in their special album, Don't Fight the Feeling. Lay participated in each of the songs on Don't Fight the Feeling and was featured in the music video for the lead single of the same name.
Exo are considered by many to be a vocal powerhouse group in the K-pop industry. In particular, the group's three main vocalists D.O., Chen, and Baekhyun have received praise from industry figures and the media. The special winter-themed EPs that Exo have released nearly every December since 2013 feature classic, emotional ballads that diverge from the upbeat singles usually featured on the band's studio albums and better showcase the members' vocal abilities. Billboard applauded the band's single "Universe" from the 2017 EP of the same name, stating, "With soaring, emotive vocals courtesy of the Exo members, 'Universe' is a power ballad that showcases the group's strengths."
The members of Exo faced criticism early in their careers because of their lack of involvement in the writing and producing of their songs. However, in 2015, Exo released their first song to credit lyrics to one of the group's members on the repackaged version of their second album, Love Me Right. "Promise (Exo 2014)" was written by Chanyeol, Chen, and Lay and was a "special gift" to the fans, with lyrics thanking them for their support. Since then, Exo have released multiple songs featuring lyrical contributions from the band's members, including "Heaven" and "She's Dreaming" from their third album, the special promotional single "Lightsaber", and most notably, the hit single "Ko Ko Bop" among others from their 2017 album The War.
Exo have been praised for their synchronized choreography and elaborate stage designs. The band was choreographed early in their career by American hip hop choreographers Tony Testa and Nicholas Bass for songs like "Wolf" and "Growl", respectively. More recently, Exo collaborated with choreographer Kim Tae Woo. Dazed admired the band's "seamless...knife-point choreography", saying it has put them "at the forefront of pop domination". A recurring stage element on the group's world tours has been the use of water in the form of rain and shallow pools. Cleo noted that Exo's "winning formula" was the incorporation of water into their choreography, describing the water "cascading from above during 'White Noise' and 'Lightsaber'" that "saw some of the members getting drenched." Yahoo wrote that "during one segment, the boys stood on an elevated hexagon-shaped stage (modeled after the band's logo), and danced sensually while water rained down on them from above."
With the release of their debut studio album in 2013, Exo became the first South Korean artist in 12 years to sell over one million copies of an album; the previous artist to reach this milestone was g.o.d, in 2001.
Following the release of their fifth studio album, Don't Mess Up My Tempo, Exo became the first South Korean artist who debuted in the 21st century to sell 10 million albums cumulatively. In 2023, Exo became "septuple million sellers", meaning the band has sold over one million copies apiece for seven different albums.
Exo have also contributed significantly to the financial success of their management agency, SM Entertainment. In the fourth quarter of 2018, SM Entertainment recorded the largest-ever quarterly profit for any South Korean entertainment company at $13.4 million. Exo generated the highest revenue of all SM artists, at 31% of the total $188 million fourth quarter revenue.
Exo have won numerous awards both in South Korea and internationally. The band earned their first-ever music show win in June 2013 for their single "Wolf" on the South Korean music program Music Bank. For four years, Exo held the record for the most music show wins for a single song, with 18 for "Call Me Baby" (2015). The band have won over 100 music program awards cumulatively, becoming the second act to do so after their label-mates Girls' Generation. Exo have received 23 Daesang awards from various year-end award shows, including six from the Mnet Asian Music Awards, a feat that was recorded in the 2018 Guinness World Records book.
Exo has maintained numerous endorsement deals throughout the group's career, and has been named multiple times as having the most powerful brand reputation among K-pop artists by the Korean Business Research Institute. Exo has endorsed Samsung's electronic products and served as the company's brand ambassadors for the 2014 Summer Youth Olympics in China. In 2014, Exo collaborated with the South Korean clothing brand Kolon Sport on a new pair of sneakers named Move-Xo after the group. Also in 2013, Exo began a two-year endorsement deal with cosmetics brand Nature Republic, which was later extended and remained active until 2020. Their partnership grew in 2015 and 2016 to include autograph events, which drew 30,000 and 50,000 fans, respectively. These events were followed by the Green Nature Exo Fan Festival in 2018 and 2019; both were concert-style events hosted by Nature Republic with thousands of attendees.
In 2018, in the lead-up to Exo's performance at the Closing Ceremony for the 2018 Winter Olympics, the group became the faces of the Switzerland-based snow-sports company Kessler. In March 2018, Exo were announced to be the new brand ambassadors for Major League Baseball (MLB) in Asia. Following this announcement, Chanyeol, Kai, and Sehun attended the grand opening of the MLB store in Times Square, Hong Kong, on March 23. In July 2018, Exo were appointed as Korean Tourism Ambassadors for 2018 by the Korean Tourism Organization, and appeared in a series of promotional advertisements designed to "promote Korea to the world". Exo also maintain partnerships with, or have previously endorsed, companies including Coca-Cola, SK Telecom, KFC, MCM, Lotte Confectionery, Lotte World, Goobne Chicken, and Hats On.
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