HYBE Latin America has officially launched its new record label, Ciento Records, marking a significant expansion into the vibrant Latin music landscape. Announced on September 10, 2025, the label signifies HYBE’s strategic commitment to nurturing and developing artists within the region, aiming to forge a unique and influential Latin music ecosystem.
Forging a New Latin Music Ecosystem
The name “Ciento” itself carries the mission of “delivering emotions and connecting cultural experiences,” reflecting the label’s core objective. Ciento Records is poised to integrate HYBE’s proven global systems and methodologies with the rich tapestry of Latin cultural influences. This synergy is designed to foster fresh creative output and establish a distinct ecosystem for artist development, music production, and comprehensive content management. Leading this ambitious venture is industry veteran Mirna Pérez, who brings extensive experience as an executive producer, including her role in the talent search program ‘Pase a la Fama,’ and holds an Emmy Award nomination.
Inaugural Artists and Talent Pipeline
Ciento Records is set to debut with a promising roster of artists discovered through various HYBE Latin America initiatives. The initial wave includes Musza, the winning band from the ‘Pase a la Fama’ audition program, alongside runner-up Grupo Destino and fan-favorite Low Clika. Additionally, the label is slated to welcome the emerging boy group project Santos Bravos. These signings underscore Ciento Records’ focus on identifying talent with significant potential and a dedicated fanbase, preparing them for success through rigorous development processes inspired by HYBE’s global training standards.
HYBE’s Global Vision and the Latin Music Market
The establishment of Ciento Records is a key component of HYBE’s overarching “multi-home, multi-genre” global strategy, as outlined in its “HYBE 2.0” vision. This strategy emphasizes developing local talent and establishing strong footholds in key international markets, with Latin America being a particular focus. HYBE Latin America, established in 2023, has been actively building its presence, including ventures like the Medellín Music Lab and the establishment of Docemil Music, which signed Mexican artist Meme del Real. The move into Latin music is strategically timed, capitalizing on the genre’s rapid global growth and substantial market value, which has seen revenues in the U.S. alone surpass $1 billion for three consecutive years. This expansion aligns with the vision of HYBE’s leadership, including Isaac Lee, CEO of HYBE Latin America and HYBE America, and founder Bang Si-Hyuk, to transform local talent into sustainable projects with global reach.
Charting a New Course for Latin Music Stories
Looking ahead, Ciento Records plans to actively scout emerging local talent across the region and foster the creation of original music. HYBE Latin America will continue to strengthen its network through partnerships with local labels and the development of diverse projects. The launch of Ciento Records signifies HYBE’s dedication to not only expanding its global footprint but also to contributing significantly to the evolution of the Latin music scene by providing top-tier development and global platforms for its artists and their compelling stories.
