Trailblazers is an MBW interview series that turns the spotlight on music entrepreneurs with the potential to become the global business power players of tomorrow. This time, we meet Myrna Pérez, General Manager of HYBE-owned Regional Mexican music-focused label, S1ENTO Records. Trailblazers is supported by TuneCore.
When HYBE set its sights on the rapidly expanding Latin music market, the Korean entertainment giant knew it needed someone who could bridge the gap between global ambition and local authenticity.
That person is Myrna Pérez, the Emmy-nominated executive who has been tapped to lead S1ENTO Records, HYBE Latin America’s new regional Mexican music-focused label.
Based in Los Angeles, Pérez brings a unique blend of social impact storytelling, multicultural content development, and strategic media expertise to one of Latin music’s newest ventures.
“Everything we create, from songs to stories and visuals, is designed to generate an experience that moves you,” Pérez tells MBW, outlining her vision for the new label.
Her appointment represents a significant moment for HYBE’s Latin expansion. The company first entered the Latin music market in 2023 by acquiring Exile Music, and has since been building out its regional presence with the kind of methodical, artist-development approach that made BTS global superstars.
Pérez’s career spans media innovation and social impact initiatives. After studying at the University of North Carolina at Chapell Hill and the University of Melbourne in Australia, she has worked across Los Angeles, Miami, and Mexico City, contributing to high-impact campaigns and documentary work for Netflix, Telemundo, Hulu, and NBCUniversal.
Perhaps most notably, at United We Dream in 2019, she spearheaded the multimedia campaign supporting the DACA case presented before the US Supreme Court – work that earned a Shorty Award and demonstrated her ability to create content that drives real-world change.
She was also the founding director of BESE, a media company launched by actress Zoe Saldaña specifically to elevate marginalized voices in the US. It was during her work at Exile Content that she encountered HYBE – and the opportunity that would reshape her career.
“On my last day producing [Pase a la Fama] in Mexico City for NBCU/Telemundo and HYBE Latin America, HYBE’s CEO asked if I’d like to join the team full-time,” recalls Pérez. “I said yes immediately; it was an opportunity I couldn’t pass up.”
That opportunity centered around Pase a la Fama, the musical reality competition that Pérez helped create and develop. The show, produced in partnership with Exile Content Studio and Telemundo, was designed to discover new talent in the regional Mexican genre – but it became something much more significant.
“While the show began as an entertainment format, it also became a platform for emerging artists and an incubator for some of the most outstanding talent in Mexico and the United States,” explains Pérez.
More than just a TV show, Pase a la Fama has created what Pérez describes as “a beautiful community of artists that support, celebrate, and trust one another”.
It’s from this ecosystem that S1ENTO Records‘ first three signings have emerged: Musza, the program’s winning band; Destino, a group that embodies traditional Mexican music with a pop/rock twist; and Low Clika, an act that has already generated significant fan engagement.
These artists represent more than just record deals – they’re part of HYBE’s rigorous Training & Development (T&D) process, an approach the company describes as “unique to HYBE as a global company, aimed at enhancing their artistry, professionalizing their projects, and preparing them for international audiences”.
It’s this systematic approach to artist development that sets HYBE apart in the Latin market, where the regional Mexican genre has been experiencing explosive global growth.
“I don’t just want to launch music — I want to create universes. Instead of traditional music videos, I want to make cinematic narratives, guided by strong storytelling through visuals, styling, and content.”
Myrna Pérez
Pérez’s vision for S1ENTO goes far beyond traditional record label functions. Drawing on her background in media, visual storytelling, and immersive experiences, she aims to create what she calls “universes” around her artists.
“I don’t just want to launch music — I want to create universes. Instead of traditional music videos, I want to make cinematic narratives, guided by strong storytelling through visuals, styling, and content,” she explains.
This approach aligns perfectly with HYBE’s broader philosophy of creating comprehensive artist ecosystems. Just as the company built massive global success for BTS through a combination of music, content, merchandise, and fan engagement platforms like Weverse, S1ENTO aims to apply similar 360-degree strategies to Latin artists.
The timing couldn’t be better. Regional Mexican music has been breaking through cultural and linguistic barriers, with playlists and radio stations worldwide embracing the genre’s fusion of traditional sounds with contemporary production.
Pérez sees even greater potential ahead. “We’re seeing an increased focus on beats and genre fusion, especially in regional Mexican music, blending traditional corridos with contemporary rap, reggaeton, and urban influences,” she observes.
Under the leadership of Isaac Lee, who became Chairman and CEO of HYBE Americas in July following Scooter Braun’s departure from the role, HYBE Latin America has been positioning itself as a transformative force in the region. S1ENTO Records represents a key pillar of that strategy.
“With S1ENTO Records, we want to open a path for emerging artists to grow with professionalism, discipline, and creative freedom,” said Lee in the label’s launch announcement.
Here, in an exclusive interview with MBW, Myrna Pérez discusses her journey to HYBE, the vision behind S1ENTO Records, and her predictions for the future of Latin music…
Could you tell our readers how you got started in the entertainment industry and how you eventually joined HYBE?
I’ve always been passionate about storytelling: whether through content, experiences, music, or a combination of all three. My first job out of college was at Fusion, working as a journalist covering conflict. I loved being on the ground, meeting the people behind the stories, and understanding events beyond what you read in the news.
Looking for a more structured career path, I joined Zoe Saldana in 2017 as the founding producer of her media company in Los Angeles. Our mission was to create a platform highlighting untold stories within the Latin community. From there, I gained experience across a wide range of projects, always focused on uplifting our community through storytelling.
I’ve developed content for Spotify, led the first multimedia campaign supporting DACA (which successfully helped influence the Supreme Court decision), created live música Mexicana experiences with Tecate, worked on Netflix’s Selena campaign, produced a documentary on Tejano music and Johnny Canales’ legacy, and developed numerous unscripted shows.
While working at Exile Content, I created and developed Pase a la Fama. On my last day producing the show in Mexico City for NBCU/Telemundo and HYBE Latin America, HYBE’s CEO asked if I’d like to join the team full-time. I said yes immediately; it was an opportunity I couldn’t pass up.
You played a key role in developing Pase a la Fama. What was the vision behind the competition?
The vision was twofold: to create a platform for emerging artists and to serve as an incubator for exceptional talent across Mexico and the U.S. There are so many incredible artists on platforms like TikTok or YouTube who don’t have the tools or resources to get signed or gain media exposure; this was our motivation.
We also wanted to spotlight musicians beyond lead singers, highlighting other instruments and the people behind the scenes. Additionally, we aimed to push the genre creatively through “genre-bending” challenges, taking classics like Fruta Fresca or La Rebellion and reimagining them within a música Mexicana context.
HOW SUCCESSFUL HAS THE PROGRAM BEEN AS AN A&R AND TALENT DEVELOPMENT PLATFORM?
The results speak for themselves. The artists coming out of Pase a la Fama are incredibly talented, ready to grow, and well-prepared for the next level in their careers.
WHAT ARE YOUR AMBITIONS FOR THE RECENTLY LAUNCHED S1ENTO RECORDS LABEL?
At S1ENTO, my ambition is to embed HYBE’s DNA of storytelling and immersive experiences into música Mexicana projects. I don’t just want to launch music — I want to create universes. Instead of traditional music videos, I want to make cinematic narratives, guided by strong storytelling through visuals, styling, and content.
We’re also exploring collaborations with producers and artists from other genres, creating subgenres that blend traditional música Mexicana with modern sounds like reggaeton and rap. The goal is to foster communities, inspire movements, and expand the cultural reach of the music.
HOW IS S1ENTO POSITIONED WITHIN HYBE LATIN AMERICA?
S1ENTO is a sublabel within HYBE Latin America, designed to innovate within regional Mexican music while leveraging HYBE’s global infrastructure and expertise.
What are HYBE’s strategic goals for positioning in the wider Latin music sector?
HYBE Latin America aims to build a 360° music ecosystem: identifying talent, creating immersive fan experiences, and telling stories that resonate globally, while preserving the authenticity of Latin music genres.
The label is launching with three signings from Pase a la Fama. What do you look for in artists?
We seek artists who think holistically about their craft—not just the music itself, but how it intersects with visuals, styling, social media, and fan engagement. I want artists who dream big, imagine themselves performing for tens of thousands, and are willing to put in the work to reach that vision.
Talent is important, but vision and dedication are what truly set artists apart.
What trends are you seeing in the market?
We’ve been seeing an increased focus on beats and genre fusion, especially in regional Mexican music, blending traditional corridos with contemporary rap, reggaeton, and urban influences.
This creates new opportunities for creative experimentation and audience growth.
What are your longer-term predictions for regional Mexican music in the global industry?
Regional Mexican music has already grownglobally. As audiences continue embracing Latin genres across streaming platforms and social media, I see the genre continuing to evolve and reach more diverse, international listeners while staying rooted in cultural authenticity.
What is the most important lesson you’ve learned in your career?
The most important lesson I’ve lerned is to trust my intuition. Opportunities for women, especially in Latin culture, can be limited. But I’ve learned that listening to my instincts consistently leads to the right decisions. For young professionals, this is crucial: your perspective and energy are valuable, and being on the pulse of culture is often more important than years of experience.
If you could change one thing about the music business, what would it be?
If I could change one thing about the music business I would prioritize creating a more diverse and equitable environment, especially for women
Representation matters because it brings a wider range of perspectives, drives innovation, and supports the next generation of leaders from all backgrounds. This is essential for building an industry that truly reflects its global audience and is prepared for the future.
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