HYBE Americas Launches Latin Pop Label TRU Records With Santos Bravos as First Artist

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HYBE Americas has launched a new record label aimed at discovering and developing a new generation of Latin pop artists, the company announced Monday (Oct. 23).

Helmed by general manager Alejandro Mejía, TRU Records’ debut artist is Santos Bravos, the first Latin pop group created by HYBE Americas; the group’s development was run through HYBE’s artist training and development process, which has previously spawned such K-pop stars as BTS, ENHYPEN and SEVENTEEN. Mejía has nearly 20 years of music industry experience encompassing A&R, artist development, marketing, sales, international repertoire and commercial strategy.

TRU Records “combines HYBE’s global expertise with a vision deeply rooted in Latin American culture,” according to a press release. It will leverage platforms including Weverse to strengthen its artists’ connections with their fans via digital communities, while drawing on a worldwide network of producers, songwriters and other creators to help get them to the next level.

“The launch of TRU Records represents a unique opportunity to champion Latin American talent and bring it to new audiences around the world,” said Mejía in a statement. “Starting this new chapter with SANTOS BRAVOS and with the support of HYBE AMERICAS allows us to build careers with international reach while staying true to our Latin identity and the stories we tell. I’m excited for what’s ahead and for the opportunity to help build a label with a truly international vision.”

HYBE’s expansion into Latin America, first announced in 2023, is being spearheaded by HYBE Americas chairman and CEO Isaac Lee.