CEO Min Hee-jin will carry out differentiated projects that have not been attempted in existing labels as an independent label under the hybrid multi-label system.
ADOR plans to introduce a rookie girl group with the label's own philosophy and color with its debut goal in 2022.
Since HYBE co-founded Billiprap with CJ ENM in 2019, HYBE has sought to expand artist IP by acquiring competitive labels such as Source Music, Pledis Entertainment, and KOZ. The establishment of this new label is the first case in which an independent label is established under the hybrid multi-label system, not through joint establishment or acquisition.
CEO Min Hee-jin plans to develop a project to propose new tastes by focusing all his capabilities on ADOR in the future. As an independent label, it has formed an organization that can show new challenges in all areas, including its own music production team and creative team, production, business, and marketing, and plans to expand the boundaries of content created with artist IP.
CEO Min Hee-jin has been evaluated as a pioneer who changed the flow of the market by raising the keyword "concept" to the surface of the entertainment industry to redefine and spread value. Starting with the Girls' Generation in the past, it opened a new girl group era and suggested innovative artist brands such as SHINee and EXO.
As CEO of Adore, he said, "We are ready to make another change in the music industry through the launch of a new label. We will present artist IP and contents that can show Audor's unique philosophy without fear of new challenges, he said.
ADOR will showcase its first rookie girl group in 2022. The team has been talked about as a "Min Hee-jin girl group" and has raised expectations. It will be planned around members selected through the 2019 Plus Global Audition and will be overseen by CEO Min Hee-jin.