HYBE AMERICAS has launched TRU Records, a new label dedicated to developing Latin pop artists.
The label’s first artist is SANTOS BRAVOS, the Latin pop group created by HYBE AMERICAS.
Alejandro Mejía has been appointed General Manager of TRU Records, overseeing its artistic and business strategy.
The launch was announced from Mexico City on Monday (October 26).
HYBE AMERICAS says the label is part of the global vision of Bang Si-Hyuk, Chairman of HYBE.
Through TRU Records, HYBE AMERICAS says it is bringing Si-Hyuk’s successful methodology to Latin America, “seeking out Latin American talent and developing artists with global potential.”
The label builds on HYBE AMERICAS’ work with SANTOS BRAVOS, using a model that combines “artist training, music production, creative development, community building, and a long-term strategy for developing global careers.”
“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.
“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.”
Mejía has nearly two decades of music industry experience across A&R, artist development, marketing, sales, international repertoire, and commercial strategy.
HYBE company says TRU aims to become “a development platform for a new generation of artists capable of competing on the international stage.”
The development of SANTOS BRAVOS is supported by HYBE’s Training & Development (T&D) process.
HYBE describes T&D as “a program designed to foster artistic growth, strengthen creative identity, and prepare artists to connect with global audiences.”
The company says TRU Records will provide its artists with specialized training, as well as music production “that meets international standards while preserving the identity and creative vision of each project.”
TRU will also use HYBE’s fan platform, Weverse, to “strengthen the relationship between artists and fans through digital communities.”
According to HYBE AMERICAS, the TRU name reflects the label’s philosophy of “creating authentic music that connects emotionally with audiences and reflects the stories, identities, and cultural richness of Latin America.”
HYBE AMERICAS is led by Isaac Lee, its Chairman and CEO.
The company says Lee has spearheaded the development of “a creative and entertainment ecosystem that connects Latin American talent with international opportunities.”
Lee was named Chairman and CEO of HYBE AMERICAS in July 2025, when Scooter Braun stepped down as CEO of HYBE America.
Before that, Lee chaired HYBE Latin America, which HYBE established in November 2023 alongside its acquisition of Exile Music.
Exile Music was an affiliate label of Spanish-language entertainment studio Exile Content.
Lee founded Exile in 2019, having previously served as Chief Content Officer at Univision and Televisa.
SANTOS BRAVOS was formed through an audition project run by HYBE Latin America.
In July 2025, HYBE revealed 16 finalists, aged 15 to 25 and from eight countries, competing for five places in the group.
The five-member group debuted in October 2025 after six months of training, according to HYBE’s Q3 2025 earnings call.
HYBE said on that call that SANTOS BRAVOS had drawn more than 100 million cumulative views of social media content, and 100,000 Weverse subscribers, ahead of its debut.
The company added that all 10,000 tickets for the group’s debut concert sold out in two hours.
HYBE Latin America also operates S1ENTO Records, led by Myrna Pérez, which signed three finalist acts from HYBE’s Pase a la Fama audition program in 2025.
The launch of TRU Records follows a restructuring of HYBE‘s US business.
HYBE told investors in February that it had been “transitioning from the management-centered business structure to a label-based integrated IP business model.”
With the launch of TRU Records, HYBE AMERICAS says it “reaffirms its commitment to shaping the future of Latin pop by developing artists from Latin America for the world.”Music Business Worldwide