HYBE is launching a girl group under a brand new label specialized in producing girl groups called ABD.
On May 8, HYBE announced the establishment of the new label and teased a differentiated approach to creating girl groups. The name ABD stands for the brand slogan “A Bold Dream.” The label aims to pursue creative ideas that are “not imagining C after A and B, but D instead,” emphasizing flexible and refreshing creativity. Its goal is to expand the boundaries of K-pop through both the joy of music itself and a deep understanding of artists and fans.
Former Pledis Entertainment Head of Artist Planning Noh Ji Won has been appointed as the label’s new CEO. Having built experience in label management through both Pledis and MORE VISION, Noh will oversee the company’s overall operations and establish a stable foundation for the label’s growth.
The creation of ABD is part of HYBE’s ongoing multi-label strategy, which focuses on strengthening each label’s expertise and independence. Through a system where labels maintain their own unique identity while operating autonomously, HYBE has continued to expand its competitiveness in the global market. ABD plans to introduce a fresh alternative to the market through a dedicated girl group production team and specialized creators.
“The launch of ABD is a strategic move to secure greater IP diversity and advance our production capabilities. We aim to bring fresh changes to the global music market through new musical attempts and concepts.”
The label is set to debut its first rookie girl group in the second half of this year. Producer Han Sung Soo, known for overseeing artists such as SEVENTEEN, After School, IZ*ONE, and TWS, will lead the project as Master Professional, directing the music, concepts, and performances
