HYBE is accelerating its push into the Latin music market.

On September 10, HYBE Latin America announced the launch of its new label "Ciento Records," which will support three bands discovered through the audition program Pase a la Fama. The name "Ciento" reflects the mission of "delivering emotions and connecting cultural experiences." The label aims to help emerging artists present authentic performances and build meaningful connections with fans.

Building a Distinct Latin Music Ecosystem

Ciento Records will integrate HYBE's system with Latin cultural influences, creating fresh synergy. The label will oversee artist development, music production, and content management, with the goal of establishing a unique and differentiated Latin music ecosystem.

Industry veteran Mirna Pérez, executive producer of Pase a la Fama and a former Emmy Award nominee, has been appointed as head of the label.

First Wave of Artists

The label's journey begins with Musza, the winning band of Pase a la Fama. They will be joined by runner-up Grupo Destino and fan-favorite Low Clika. Ciento Records also plans to spearhead the debut of the boy group project Santos Bravos, whose final lineup will sign with the label.

Future Plans

Looking ahead, Ciento Records will actively scout local talent and foster original music creation. HYBE Latin America, meanwhile, continues to expand partnerships with local labels and develop a wide range of projects across the region.