Former SM Visual Director to become CEO of HYBE’s new label ADOR and announce plans for new girlgroup

HYBE (CEO Park Ji-won) will establish a new label “ADOR (All Doors One Room)”.

On November 12, HYBE announced the establishment of a new label and said, “CBO Min Hee-jin was appointed as CEO of the new label. As an independent label under the HYPE’s multi-label system, it will develop differentiated projects that have not been attempted in existing labels. “ADOR” announced its plans to introduce a rookie girl group with the label’s own philosophy and color in 2022.”

ADOR Min Hee-jin

Since HYBE co-founded Be:Lift Lab with CJ ENM in 2019, the company has sought to expand their range of artists by acquiring competitive labels such as Source Music, Pledis Entertainment, and KOZ. The establishment of this new label is the first case in which an independent label is established under HYBE’s multi-label system, not through joint establishment or acquisition.

ADOR Min Hee-jin

CEO Min Hee-jin will focus all her capabilities on the new label “ADOR” to develop a business that proposes new tastes in the future. As an independent label, it is expected to showcase new challenges in all areas such as production, business, marketing and expand the boundaries of contents created by artistic IPs.

CEO Min Hee-jin has been evaluated as a pioneer who changed the flow of the market by raising the keyword “concept” to the surface of the entertainment industry, redefining and spreading its value. Starting with Girls’ Generation in the past, she opened a new era of girl groups and suggested innovative artist brands including SHINee and EXO.

ADOR Min Hee-jin

As the CEO of “ADOR“, Min Hee-jin shared, “We have finished our preparation to make another change in the music industry through the launch of this new label. Without any fear of taking on new challenges, we will present artistic IPs and contents that can showcase ADOR’s unique philosophy.”

ADOR” is scheduled to launch its first rookie girl group in 2022. This is a team that has been talked about and raised expectations as Min Hee-jin’s girl group. The group will be planned around the members selected through the “Plus Global Audition” in 2019, and CEO Min Hee-jin will oversee the entire production process.

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