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 new label, promising a differentiated approach to producing girl groups. The name ABD represents the slogan of the brand “A bold dream”, reflecting the label’s philosophy of imagination “D instead of just 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 new CEO is Noh Ji Won, who previously served as head of the artist planning division at PLEDIS Entertainment. Having accumulated 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 to strengthen each label’s expertise and independence. HYBE has consistently emphasized the ability for labels to maintain their unique identity while operating independently to improve competitiveness in the global market. ABD plans to position itself as a new 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. The overall production will be led by Han Sung Soo, who has worked with artists including SEVENTEEN, After school, IZ*ONEAND TWS. As Master Professional, he will supervise the music, concepts and performances of the upcoming group.
A HYBE representative said: “The launch of ABD is a strategic move to diversify our intellectual property and further advance our manufacturing capabilities,” adding, “We hope to bring new changes to the global music market through new musical endeavors and concepts.”
Sources: Daum
