HYBE Latin America Launches Regional Mexican Label S1ENTO Records

HYBE Latin America announced on Monday (Sept. 8) the launch of S1ENTO Records, its new record label focused on emerging regional Mexican artists.

The company’s first signees include Pase A La Fama‘s top three groups: Grupo Destino, Musza and Low Clika. The reality show, developed by HYBE Latin America and Telemundo, set out to find the next música mexicana band and officially crowned Musza as the winning band in June.

The three groups were selected for their “exceptional talent” and will enter a “rigorous” training and development process, “an approach unique to HYBE as a global company, aimed at enhancing their artistry, professionalizing their projects, and preparing them for international audiences,” according to a press release.

“With S1ENTO Records, we want to open a path for emerging artists to grow with professionalism, discipline, and creative freedom,” Isaac Lee, chairman & CEO of HYBE Americas, said in a statement. “Following the vision of Bang Si-Hyuk, who has always believed in empowering talent from its roots and projecting it globally, our mission is to transform local talent into sustainable projects with an impact that transcends borders.”

Throughout the show, the three bands crafted their respective sounds, combining traditional regional Mexican music, like norteño, banda and cumbia, with corridos tumbados for a modern twist. While the band members inially rotated to perform in different groups, ultimately, the three that made it to the finale stuck as an ensemble for the last few weeks of the competition, with guidance from judges Ana Bárbara, Adriel Favela and Horacio Palencia.

“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,” added Myrna Pérez, GM of S1ENTO Records and creator/executive producer of Pase a la Fama. “This label, which will eventually expand to other artists, is today the home of that community: musicians who aspire to go beyond the music and build a holistic 360° narrative. Everything we create, from songs to stories and visuals, is designed to generate an experience that moves you.”