In May 2008, the S.M. Art Company was formed with Pyo In-bong as co-CEO, aiming to produce musical and theatre works. Its first production was of "Xanadu", playing the role of Sonny in rotation with bandmate Kangin. The production ran between September 9 - November 23, 2008 at the Doosan Art Center, Yeonji-dong, Seoul. Casting was carried out via a reality television programme, "To Be Kangin and Heechul." He also became a regular on the TV Programmes "8 vs 1" (2008), "Good Daddy" (2008–09) and "Band of Brothers" (2009).