HYBE is accelerating its exploration of the Latin music market. Building on the success of “Pase a la Fama,” the first band audition program in North and South America, HYBE Latin America announced on the 10th the establishment of a new label, “S1ENTO Records,” which will connect local artists with the global stage.
The label name “S1ENTO Records” embodies the meaning of “conveying emotions and connecting cultural experiences.” Accordingly, S1ENTO Records will provide a platform for emerging artists to freely express their authenticity and provide full support to foster deep connections with fans.
A representative from S1ENTO Records stated, “We anticipate a refreshing synergy between HYBE’s systematic training system and the rich allure of Latin culture. Our goal is to build a differentiated Latin music ecosystem through a 360-degree approach encompassing artist development, top-notch music production, content management, global expansion, and interactive fan experiences.”
Myrna Perez, executive producer of “Pase a la Fama,” will lead S1ENTO Records. Perez is a veteran producer with a prestigious Emmy Award nomination.
Issac Lee, chairman of both HYBE Latin America and HYBE America, explained, “As Chairman Bang Si-hyuk has always emphasized, our mission is to empower the talents of artists from their roots and cultures and to spread them to the global stage.” He added, “We will develop local artists into sustainable projects that will create impact beyond borders.”
The artists who will be joining S1ENTO Records are the three teams formed through the recently concluded audition program “Pase a la Fama.” These teams include the winning team Musza, the finalists Grupo Destino, and Low Clika, who gained immense popularity during the show.
S1ENTO Records plans to further accelerate the discovery of local artists and music creation in the future. Artists selected from the currently airing male idol group selection project “Santos Bravos” will also join S1ENTO Records.
Meanwhile, HYBE Latin America is expanding its local presence through various projects with the Zarpazo label, which collaborates with “reggaetón superstar” DY, Gregorio Umaña, and Magna, as well as DOCEMIL Music, home to legendary Mexican rock band members Meme del Real, Adrian Cota, and América Fernández.
