HYBE has established a new label led by Chief Brand Officer (CBO) Min Hee Jin!

The news was shared on November 12, HYBE announced their newest independent label named ADOR. CBO Min Hee Jin, who previously used to be a creative director and board member at SM Entertainment, will be leading the label as it’s CEO.

ADOR is preparing for its upcoming girl group in 2022, the group is being produced by Min Hee Jin, and according to the press release, the members of the group will be the ones picked by HYBE’s 2019 “Plus Global Audition.”

The agency is said to be run independently from HYBE and will attempt new business ventures not yet tackled by the parent company.

Are you excited for the debut of ADOR’s new girl group?

Source: (A)


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