HYBE expands into Latin Music with the establishment of new label S1ENTO Records

HYBE is accelerating its efforts to break into the Latin music market.

On September 10, HYBE Latin America announced the launch of a new label, S1ENTO Records, which will support three bands selected through the audition program ‘Pase a la Fama.’

The name S1ENTO Records carries the meaning of “conveying emotions and connecting cultural experiences.” The label aims to help emerging artists deliver authentic performances and build deeper connections with fans.

By combining HYBE’s system with Latin culture, the company expects to create a fresh synergy and establish a distinctive Latin music ecosystem through artist development, music production, and content management.

The label will be headed by ‘Pase a la Fama’s executive producer, Mirna Pérez, a veteran producer who was previously nominated for an Emmy Award, one of the most prestigious honors in American broadcasting.

The winning group of ‘Pase a la Fama,’ Musza, will kick off activities with the label. Finalists Grupo Destino and fan-favorite Low Clika will also join.

Looking ahead, S1ENTO Records plans to ramp up efforts in discovering local artists and fostering new music creation. The final debut group from the boy band project Santos Bravos will also sign with the label.

Meanwhile, HYBE Latin America continues to collaborate with local labels on a variety of projects.

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