MBW’s World Leaders is a regular series in which we turn the spotlight toward some of the most influential industry figures overseeing key international markets. In this feature, we speak to Seon Jeong Shin, President of HYBE’s flagship record label BIGHIT MUSIC, home to K-Pop superstars BTS, TOMORROW X TOGETHER, and more. World Leaders is supported by SoundExchange.
What do BTS, TOMORROW X TOGETHER, ILLIT, and TWS all have in common?
They’re all K-pop stars whose early careers were shaped by Seon Jeong Shin.
As head of HYBE’s Training & Development division, the exec oversaw nearly 200 trainees before her history-making appointment in 2024. That’s when she became the first female President of BIGHIT MUSIC, the flagship label of global entertainment powerhouse HYBE and home to BTS.
Shin’s elevation to President was built on years of hands-on artist development work in South Korea. She also extended HYBE’s training model globally.
Through “The Debut: Dream Academy” project with Geffen Records, she helped form KATSEYE – who have just been named as a Best New Artist nominee at the 2026 Grammys.
Now, as President of BIGHIT MUSIC, Shin faces perhaps the most anticipated moment in K-pop history. She’s steering BTS toward their full-group comeback in 2026.
All seven members of BTS have now completed their mandatory military service, with SUGA being the last to finish in June 2025.
The group is working on new music in the US and aiming for a spring 2026 release, which will coincide with a world tour.
The stakes couldn’t be higher. BTS remains one of the most commercially successful acts in HYBE’s history, and their return is expected to generate a seismic impact across the live and recorded music sectors. HYBE’s leadership team told analysts on a Q3 earnings call last week that they’re predicting significant revenue improvements following the resumption of the group’s activities next year.
“The unprecedented anticipation for BTS coming back as a full group is something we’re deeply aware of,” she tells us. “We see it as a positive sign that their music and stories continue to resonate powerfully with fans around the world.”
“The unprecedented anticipation for BTS coming back as a full group is something we’re deeply aware of — and we see it as a positive sign that their music and stories continue to resonate powerfully with fans around the world.”
Seon Jeong Shin, HYBE
But Shin’s responsibilities extend far beyond BTS. She’s also guiding TOMORROW X TOGETHER – a K-pop act with 12 Billboard 200 entries, and overseeing the debut of CORTIS, BIGHIT MUSIC’s first new boy group in six years.
CORTIS made an explosive entrance in 2025, with their debut EP COLOR OUTSIDE THE LINES selling over 430,000 copies in its first week — the fourth-highest first-week sales for a debuting K-pop group of all time — and becoming the only ‘rookie’ group this year to enter the Billboard 200, debuting at No. 15.
Shin tells MBW in the exclusive interview below that her leadership philosophy centers on one word: balance.
“When I was appointed as President of BIGHIT MUSIC, the first word that came to mind was ‘balance,'” she explains. “I felt a deep sense of responsibility to honor the legacy built by BTS and to simultaneously create an environment for our next generation artists to fully express their own identities.”
Here, Shin discusses the challenges of managing unprecedented expectations for BTS’ return, her vision for TOMORROW X TOGETHER and CORTIS, and what it takes to lead in an industry where the pressure to deliver global superstars has never been higher…
You stepped into the President role at BIGHIT MUSIC in 2024. What were the biggest challenges you faced stepping into the role, and what was on your to-do list?
My biggest challenge was making sure that BIGHIT MUSIC’s core identity remained strong amid a rapidly evolving music landscape.
From the very beginning, I focused on reinforcing internal communication and culture, and embedding a system where artists are unequivocally respected as the central creative force.
BIGHIT MUSIC has always valued sincerity toward music and artists. My goal now is to build on that foundation and establish a sustainable structure that enables the label to continue growing as a global player.
How is BIGHIT MUSIC positioned within HYBE, and within the wider K-pop business?
As the label that marked the beginning of HYBE, BIGHIT MUSIC has always embodied the company’s mission of believing in the power of music. We are driven by the philosophy that music must always remain at the center, ensuring that every artist can express their individuality and message in their own authentic way. BIGHIT MUSIC is also the label that continues to explore new musical possibilities to define the next chapter of K-pop.
“Building on the global standards set by BTS, we are actively supporting our next generation of artists.”
Building on the global standards set by BTS, we are actively supporting our next generation of artists — such as TOMORROW X TOGETHER and CORTIS—as they establish their own narratives and creative identities.
Moving forward, we aim to evolve into a label that fosters a virtuous cycle where music, artists, and fans grow together.
Before becoming President, you led HYBE’s Training & Development division, overseeing nearly 200 trainees. How did that experience prepare you for leading BIGHIT MUSIC?
The four years I spent leading HYBE’s Training & Development division were fundamental in shaping my leadership today. Closely observing nearly 200 trainees taught me that every individual grows in their own rhythm and possesses a unique potential. I learned that true growth happens when artists discover their individuality and find partners who recognize and nurture that potential.
“The four years I spent leading HYBE’s Training & Development division were fundamental in shaping my leadership today.”
That belief remains central to my leadership at BIGHIT MUSIC. I view my most important role as helping artists freely explore their creative individuality and musical identity, while also engaging in constant dialogue to find new directions together. While data and structure provide a framework, my focus is ultimately on creating an environment where artists’ creativity can truly come to life.
BTS members are currently in different stages of their solo careers. How do you balance supporting their individual artist development while maintaining the group’s identity and preparing for their comeback?
I see BTS’ solo projects as an important part of their ongoing artistic journey — a process through which each member explores their own colors and messages. To me, their individual paths are a natural extension of the group’s broader story.
Each member is pursuing different genres and creative directions, but at the heart of it all is the same unwavering desire: to express themselves through music and to share new messages with ARMY. This shared foundation is what sustains BTS’ identity and allows every solo endeavor to enrich the group’s collective narrative.
“I see BTS’ solo projects as an important part of their ongoing artistic journey — a process through which each member explores their own colors and messages.”
At BIGHIT MUSIC, we fully respect each artist’s creative process and experimentation, while ensuring that the experiences and energy they gain along the way eventually channel back and come together under the name BTS. Ultimately, it’s not about the timing — it’s about the moment when all seven members feel ready to reunite naturally and authentically.
TOMORROW X TOGETHER has become a K-pop act with 12 Billboard 200 chart entries. How do you view TOMORROW X TOGETHER’s positioning in the global market, and what’s the strategy for the group over the next couple of years?
Now in their seventh year, TOMORROW X TOGETHER have established themselves as global artists who capture the diverse emotions and realities of youth with sincerity and depth. Their music transcends generations and cultures, expanding the global reach of K-pop’s storytelling and authenticity.
Through The Star Chapter album series, they’ve pushed the boundaries of genre while developing a distinct emotional narrative, consistently proving their artistic growth and resonance on global charts.
The group’s recent contract renewal was especially meaningful to me as the head of the label — a reflection of the mutual trust built over the years.
Looking ahead, TOMORROW X TOGETHER will continue to experiment with new genres and musical approaches, expanding their global identity through music rooted in their own stories and emotions.
CORTIS debuted in 2025 as BIGHIT MUSIC’s first new boy group in six years, with their debut EP landing at No. 15 on the Billboard 200. How much pressure was there to get this debut right, and what did you learn from TOMORROW X TOGETHER’s trajectory that informed CORTIS’ rollout?
CORTIS’ debut carried both excitement and a sense of responsibility, as it was BIGHIT MUSIC’s first new boy group in six years. However, we chose to view that pressure not as an obligation to deliver the “perfect result,” but as an opportunity to showcase how a new generation could express themselves in their own way.
From TOMORROW X TOGETHER’s journey, we learned that authenticity — capturing the emotions and language of a generation — is what ultimately builds a lasting connection with global fans.
That insight naturally informed CORTIS’ debut. From the earliest stages, the members of CORTIS were determined to define their own color across every area — music, performance, and visuals.
Their debut EP, COLOR OUTSIDE THE LINES, perfectly embodies that self-driven spirit. Moving forward, I see my role as creating an environment where artists can communicate with the world in their own voice, helping each team establish a distinct identity that reflects the times they live in.
You extended HYBE’s training model globally through “The Debut: Dream Academy” with Geffen Records, which formed KATSEYE. What did you learn from creating a global group, and do you see this as a template for future international expansion?
Debuting KATSEYE was a collaborative project between HYBE and Geffen Records that reinterpreted HYBE’s training philosophy in a global context. During my time leading HYBE’s Training & Development division, my role was to share the essence of HYBE’s K-pop training philosophy, system, and methodology with HYBE AMERICA and Geffen Records, and to support Senior Program Manager Missy Paramo and the local trainers as they adapted it to their own cultures and languages.
“Ultimately, the globalization of music isn’t about mass-producing a single model, but about building new narratives born from the convergence of different cultures.”
The most crucial lesson I learned through this process is that it’s far more important to respect local diversity and individuality than to simply replicate an existing model.
While HYBE’s system and accumulated expertise provided a strong foundation, the real value lies in creating an environment where artists and staff in each region can express themselves authentically within their own cultural and creative language.
I believe this approach can evolve into a global framework rooted in empathy and understanding — one that reflects the unique character of each region while staying true to the spirit of K-pop. Ultimately, the globalization of music isn’t about mass-producing a single model, but about building new narratives born from the convergence of different cultures.
HYBE has invested heavily in technology, from Weverse to AI and virtual experiences. As President of BIGHIT MUSIC, how do you view technology’s role in artist development and fan engagement, and where do you draw the line?
Technology has undoubtedly expanded the possibilities within the music industry. Platforms like Weverse, which bring artists and fans closer together, and creative tools that enhance production efficiency, all contribute to an environment where artists can focus more deeply on the music itself. That said, I firmly believe technology can never be a replacement for creativity — it’s a supporting tool that is designed to amplify an artist’s individuality and message.
“Music, at its core, must always originate from human emotion and authenticity.”
Music, at its core, must always originate from human emotion and authenticity. For example, BIGHIT MUSIC artist Lee Hyun once used Supertone’s AI technology to release an album under the identity MIDNATT.
Even in that case, technology served as a supporting mechanism to help him share his music with a broader global audience—the music was never developed by the technology itself. Ultimately, what matters is not the technology, but how effectively the technology deepens the connection between people and music.
How central are superfans to HYBE’s business model compared to casual listeners?
Superfans play an essential role in the journey of both BIGHIT MUSIC and our artists. We view them not just as consumers, but as active participants who listen, share, and co-create new culture alongside the artists they love.
“Superfans play an essential role in the journey of both BIGHIT MUSIC and our artists.”
However, our goal isn’t to focus solely on a specific fan segment. What truly matters is creating experiences where more listeners can naturally connect with an artist’s story and feel a sense of genuine engagement. In that sense, superfans represent the heart of BIGHIT MUSIC’s ecosystem — not as an exclusive group, but as a relationship that any listener can grow into through music.
The anticipation for BTS’ full-group comeback in 2026 is arguably unprecedented in K-pop history. What are the biggest challenges and opportunities that come with managing those expectations, both internally and from the global fanbase?
The biggest challenge is ensuring that, as always, BTS’ music carries the authenticity and meaning that transcend time and generations. BTS are not just global stars; they are 21st century pop icons who have shared their experiences and emotions through music, creating empathy that bridges cultures and generations.
The key lies in how sincerely their next chapter is conveyed as they come together once again to complete their shared narrative. This moment also represents a tremendous opportunity — a chance for BTS to musically reconnect with their fans while building on the legacy they’ve created.
At BIGHIT MUSIC, we’re dedicated to supporting this process carefully, ensuring that every step forward is both creatively fulfilling and emotionally genuine for the artists.
What does success look like for BIGHIT MUSIC in the BTS comeback era, and what legacy do you want to leave?
The upcoming comeback of BTS marks not only a new beginning for the group, but also for BIGHIT MUSIC as a label, as artists like TOMORROW X TOGETHER and CORTIS will continue to grow and express themselves in their own unique ways.
My vision is to ensure BIGHIT MUSIC remains a label that consistently attracts diverse and talented artists who want to be part of our story, where individual authenticity and growth are valued. Equally important is the environment we create for our people. I want every member of the team to discover and never lose sight of their own strengths.
What are your predictions for K-pop’s positioning in the global music business over the next couple of years?
K-pop has grown beyond music, acting as a catalyst for global interest in Korean culture as a whole. From food and film to games and fashion, this cultural curiosity has expanded far beyond the initial core fandom itself. I believe this phenomenon will further strengthen K-pop’s influence as a distinct genre within the global music industry.
If there was one thing you could change about the music business, what would it be and why?
The music industry is evolving faster than ever. While that pace creates new opportunities, it can also take away the necessary time artists need to grow and express themselves at their own pace. Music, by nature, is a form of art that deepens through time and experience.
“I believe true innovation and sustainability are only created in an environment where artists can fully reflect, create, and perform without losing their own pace.”
I believe true innovation and sustainability are only created in an environment where artists can fully reflect, create, and perform without losing their own pace.
At BIGHIT MUSIC, we want to preserve that kind of environment — one where both artists and fans can rediscover the fundamental value of music itself.
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