HYBE’s new multi-label, ABD, has finally been unveiled, sparking huge expectations for a new girl group that is set to be a total game changer!
On the 26th, ABD, a new label under HYBE Music Group, officially launched its website and SNS channels, releasing six short films that showcase the brand’s unique direction. Most excitingly, some members of the new girl group scheduled to debut in the second half of this year made their first appearance, immediately capturing the attention of K-pop fans worldwide.
The released short films capture the “joy of music” that ABD aims for through stunning visuals. Three girls wearing shoes with the letters ‘A’, ‘B’, and ‘D’ engraved on the soles dance freely, radiating pure energy. The ‘ABD’ logo appears like a stamp wherever they step, and the members’ lively voices flow through colorful pipelines, stimulating both sight and sound. Fans are even more curious after seeing the members’ unique side as they enjoy recording voice samples with expressions full of curiosity.
The official website launched on the same day also reflects the label’s playful energy. With a popping illustration mouse cursor and a vibrant, colorful background that reacts to user clicks, the site offers an immersive experience. Interactive elements, such as a mini-game where fans can inflate and pop balloons, cleverly expand the brand experience. The website wittily embodies a flexible and upbeat creative philosophy: “Imagine D, not C, after A and B,” breaking the conventional mold.
Established as part of HYBE’s core “multi-label” strategy, ABD is a specialized label optimized for the production and planning of girl groups. The label’s name is derived from its brand slogan, “A Bold Dream.”
The overall producing for ABD’s first girl group is led by Master Professional (MP) Han Sung-soo, who has a track record of mega-hits with teams like SEVENTEEN, After School, IZ*ONE, and the rookie group TWS.
