HYBE Launches New Label ADOR for a Girl Group That Will Make Its Debut Next Year

HYBE girl group
Credit: HYBE

On the 12th, HYBE announced that they would be launching a new independent label named ADOR.

HYBE revealed, “Min Hee Jin, a former CBO at HYBE, will lead the new label. ADOR will operate independently of HYBE with its own distinct concept and style. It will also take on new commercial projects that its parent corporation has not yet taken on.”

ADOR is planning to present a new girl group in 2022. This new girl act will mainly be produced by Min Hee Jin and will consist of members who were recruited during HYBE’s 2019 “Plus Global Audition.”

Yumi's Cells

ADOR CEO Min Hee Jin commented, “With the launch of this new label, I am fully prepared to bring in another change in the music industry. We will present new artistic, intellectual property and content that will showcase ADOR’s unique philosophy.”

Min Hee Jin is a former creative director and board member at SM Entertainment who took part in producing Girls’ Generation, SHINee, EXO, and more while under SM Entertainment.

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