HYBE has officially announced the launch of a new label called ABD, a company specializing in the production and development of girl groups.
On May 8, HYBE revealed details about the newly established label, promising a differentiated approach to girl group production. The name ABD stands for the brand slogan “A Bold Dream,” reflecting the label’s philosophy of imagining “D instead of simply moving from A to B to C.” The company aims to pursue creative ideas with flexibility and freshness while expanding the reach of K-pop through a deep understanding of both artists and fans.
The newly appointed CEO is Noh Ji Won, who previously served as Head of the Artist Planning Division at PLEDIS Entertainment. Having built experience in label management through companies such as PLEDIS and MORE VISION, Noh Ji Won is expected to oversee the overall management of ABD and establish a stable foundation for the label’s growth.
According to HYBE, the creation of ABD is part of the company’s ongoing multi-label strategy aimed at strengthening each label’s expertise and independence. HYBE has consistently emphasized allowing labels to maintain their own unique identity while operating independently to improve competitiveness in the global market. ABD plans to position itself as a fresh alternative in the industry through a dedicated girl group-focused production system and creative team.
The label is also preparing to debut its first rookie girl group in the second half of this year. Overall production will be led by Han Sung Soo, who has worked with artists including SEVENTEEN, After School, IZ*ONE, and TWS. As Master Professional, he will oversee the music, concepts, and performances of the upcoming group.
A HYBE representative stated, “The launch of ABD is a strategic move to diversify our intellectual property and further advance our production capabilities,” adding, “We hope to bring fresh changes to the global music market through new musical attempts and concepts.”
Sources: Daum
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