Hybe establishes new label ‘ADOR’

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HYBE (CEO Park Ji-won) establishes a new label ‘ADOR (All Doors One Room)‘. CBO Min Hee-jin has been appointed as the CEO, and as an independent label under the Hybe multi-label system, it will develop differentiated businesses that have not been attempted by existing labels.

‘ADOR’ plans to introduce a new girl group with the label’s own philosophy and color with the goal of debuting in 2022.

Since Hybe co-founded Belif Lab with CJ ENM in 2019, Hybe has been pursuing artist IP expansion by acquiring competitive labels such as Source Music, Pledis Entertainment, and KOZ.

This new label ‘ADOR’ establishment is the first case of an independent label established under the Hybe multi-label system, rather than a co-foundation or acquisition method.

CEO Min Hee-jin plans to develop a business that proposes new tastes by concentrating all of her capabilities on the new label ‘Adore’.

As an independent label, they have formed an organization that can show new challenges in all areas, including production, business, and marketing, including their own music producing team and creative team, and they plan to broaden the boundaries of content created with artist IP.

CEO Min Hee-jin has been evaluated as a pioneer who changed the market flow by raising the keyword ‘concept’ to the surface of the entertainment industry, redefining the value and spreading it.

Starting with Girls’ Generation in the past, they opened a new era of girl groups, and presented innovative artist branding such as SHINee and EXO.

CEO of ‘Ador’ said, “We are ready to make another change in the music industry through the launch of a new label. Without fear of new challenges, we will present artist IPs and contents that can show the philosophy of Adore.”

‘Ador’ is scheduled to debut its first rookie girl group in 2022. As a team that has been talked about as a ‘Min Hee-Jin girl group’ and raised expectations, it will be planned around the members selected through the ‘Plus Global Audition’ in 2019, and CEO Min Hee-Jin will oversee the entire production process.

[K-pop Updates]

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