HYBE AMERICAS launches Latin pop label TRU Records, with SANTOS BRAVOS as its first artist
HYBE AMERICAS has launched TRU Records, a label focused on developing Latin pop artists, with its group SANTOS BRAVOS as its first act. The move extends HYBE’s artist development model into Latin America, aiming to build artists’ careers for international audiences while reflecting their cultural identities.
Alejandro Mejía, who has nearly 20 years’ experience in the music industry, will lead TRU as General Manager. The label plans to combine artist training, production, creative development and fan communities through Weverse. SANTOS BRAVOS, formed through an audition project and trained for six months before its October 2025 debut, had more than 100 million cumulative social media views and 100,000 Weverse subscribers before debut; its 10,000-ticket debut concert sold out in two hours.
In short
- HYBE AMERICAS has launched Latin pop label TRU Records.
- SANTOS BRAVOS is the label’s first artist.
- The group’s 10,000-ticket debut concert sold out in two hours.
Explained simply
HYBE is a South Korean entertainment company known for managing pop acts and developing artists. Its US-based division, HYBE AMERICAS, works with musicians and music businesses across the Americas. TRU Records is its new label for Latin pop, a broad style of popular music rooted in Latin American cultures and musical traditions.
The label will be led by Alejandro Mejía, a music industry executive with nearly 20 years’ experience. Its first act, SANTOS BRAVOS, is a group formed through an audition project and trained for six months before debuting in October 2025. HYBE says it plans to combine training and music production with fan communities on Weverse, its online platform.
The launch matters because it brings HYBE’s artist development approach into Latin pop, a market with audiences across many countries and languages. The company says it aims to build international careers while reflecting artists’ cultural identities.
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