HYBE Latin America has officially launched S1ENTO Records, a new music label dedicated to nurturing and promoting the vibrant Regional Mexican music scene. This strategic move signifies HYBE’s deepening commitment to the diverse and rapidly growing latin music industry. Based in Los Angeles, the label will be helmed by Emmy-nominated executive Myrna Pérez as General Manager, bringing a wealth of experience in creative production and media to the forefront of this new venture.
The establishment of S1ENTO Records is rooted in HYBE’s broader vision to empower local talent and amplify their reach to a global audience. The label aims to provide emerging artists with comprehensive development tools, high-level production capabilities, and direct avenues for fan engagement. This holistic approach is designed to foster sustainable careers and ensure that artists can build a lasting connection with their listeners.
A 360° Approach to Artist Development
S1ENTO Records operates under HYBE’s distinctive “360° storytelling approach.” This methodology integrates music with compelling narratives and engaging visuals, creating a cohesive and immersive experience for fans. As stated by HYBE, the label embraces this comprehensive strategy “where each project integrates songs, narratives, visuals, and experiences designed to build a lasting bond with audiences.” This innovative model seeks to go beyond traditional music releases, aiming to cultivate deeper artist-fan relationships and create enduring cultural impact. Isaac Lee, Chairman & CEO of HYBE Americas, emphasized this vision, stating, “Following the vision of Bang Si-Hyuk, who has always believed in empowering talent from its roots and projecting it globally, our mission is to transform local talent into sustainable projects with an impact that transcends borders.”
Leadership and Early Talent Signings
Myrna Pérez, who also served as the creator and executive producer of the musical reality competition “Pase a la Fama,” leads S1ENTO Records. Her background includes significant work with platforms like Netflix, Telemundo, and Hulu, as well as founding BESE, a media company dedicated to amplifying marginalized voices. Pérez expressed her enthusiasm for the label’s mission: “With S1ENTO Records, we want to open a path for emerging artists to grow with professionalism, discipline, and creative freedom.”
The launch of S1ENTO Records is marked by the signing of three promising acts who emerged from the “Pase a la Fama” talent show. These artists include Musza, the winning band of the competition; Destino, a group blending traditional Mexican music with pop and rock elements; and Low Clika, an act that has already garnered a dedicated fanbase. These artists will undergo HYBE’s rigorous training and development (T&D) process, adapted to incorporate the unique cultural richness of Latin America.
HYBE’s Strategic Expansion in the Latin Music Market
HYBE’s venture into the latin music market began in 2023 with the acquisition of Exile Music, a music division of the Spanish-language entertainment studio Exile Content. This acquisition was a key step in establishing HYBE Latin America, with Isaac Lee, founder of Exile Content, taking on the role of Chairman of the Board for HYBE Latin America. The company recognized the significant growth potential of the Latin American music market, which saw a substantial increase in revenue and global popularity.
The establishment of S1ENTO Records is a natural progression of HYBE’s strategy to integrate its proven methodologies with the dynamic latin music industry. The company aims to build localized training and development systems, recruit top producers, and foster a collaborative network to optimize content for the region. This move positions HYBE to leverage the immense popularity of Latin music, which continues to gain traction worldwide, influencing charts and resonating with diverse audiences. The launch of S1ENTO RECORDS is a significant development in the evolving landscape of the global music industry, highlighting the increasing importance of regional genres and artist-centric development models.
