HYBE establishes new label 'ADOR'..."Girl group launching next year"

Min Hee-jin, CEO of ADOR.

[Asia Economy Reporter Choi Dong-hyun] HYBE, the agency of the group BTS (Bangtan Sonyeondan), announced on the 12th that it will establish a new label called 'ADOR' (All Doors One Room).

Since jointly establishing Belift Lab with CJ ENM in 2019, HYBE has pursued the expansion of artist intellectual property (IP) by acquiring competitive labels such as Source Music, Pledis Entertainment, and KOZ. This new label establishment is the first case of an independent label being founded under HYBE's multi-label system, rather than through joint establishment or acquisition.

Min Hee-jin, CBO (Chief Brand Officer), will serve as the CEO of ADOR. CEO Min Hee-jin has been recognized as a pioneer who brought the keyword 'concept' to the forefront of the entertainment industry, redefining and spreading its value to change market trends. She previously opened a new era of girl groups starting with Girls' Generation and proposed innovative artist branding for groups like SHINee and EXO. As an independent label under HYBE's multi-label system, ADOR plans to develop differentiated businesses that have not been attempted by existing labels.

CEO Min Hee-jin stated, "We are ready to bring another change to the music industry through the launch of the new label," adding, "We will present artist IP and content that showcase ADOR's unique philosophy without fear of new challenges."

ADOR plans to debut a rookie girl group embodying the label's philosophy and color, aiming for a 2022 debut. The team, which has garnered anticipation as the 'Min Hee-jin girl group,' will be planned mainly around members selected through the 2019 'Plus Global Audition.' CEO Min Hee-jin will oversee the entire production process.

This content was produced with the assistance of AI translation services.