HYBE Latin America has set up a new regional Mexican music-focused label called S1ENTO Records.
The label’s launch and operations are being led by Emmy-nominated executive Myrna Pérez as General Manager, based in Los Angeles.
Prior to joining HYBE, Pérez worked as a producer, director, and creative executive, contributing to campaigns and documentary work for Netflix, Telemundo, Hulu, and NBCUniversal.
At United We Dream, she spearheaded the video campaign supporting the DACA case presented before the U.S. Supreme Court, which earned a Shorty Award. She was also the founding director of BESE, a media company launched by Zoe Saldaña to elevate marginalized voices in the U.S.
At HYBE, she played a key role in the development of ‘Pase a la Fama,’ a musical reality competition in partnership with Exile Content Studio and Telemundo, focused on discovering new talent in the regional Mexican genre and offering a debut recording contract under the HYBE Latin label.
According to HYBE, S1ENTO Records “emerges with a clear mission: to support a new generation of Latin musicians by offering them comprehensive artistic development tools, top-level production, and platforms for a direct fan-artist connection”.
Beyond music, the company says that “the label embraces a 360° storytelling approach, where each project integrates songs, narratives, visuals, and experiences designed to build a lasting bond with audiences”.
The label launches with three signings that emerged from the reality show Pase a la Fama: Musza, the program’s winning band; Destino, a group that “embodies the spirit of traditional Mexican music with a pop/rock twist”; and Low Clika, an act that HYBE says “has generated interest and already boasts a highly engaged fanbase”.
According to HYBE’s announcement about the new label, these three projects were “selected for their exceptional talent and will enter a rigorous Training & Development (T&D) process”, an approach claimed to be “unique to HYBE as a global company, aimed at enhancing their artistry, professionalizing their projects, and preparing them for international audiences”.
“With S1ENTO Records, we want to open a path for emerging artists to grow with professionalism, discipline, and creative freedom.”
Isaac Lee, HYBE Americas
“With S1ENTO Records, we want to open a path for emerging artists to grow with professionalism, discipline, and creative freedom,” said Isaac Lee, Chairman & CEO of HYBE Americas.
“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.”
“Everything we create, from songs to stories and visuals, is designed to generate an experience that moves you.”
Myrna Pérez, S1ENTO Records
Myrna Pérez, GM of S1ENTO Records, as well as the creator and executive producer of Pase a la Fama, added: “The first artists to sign come from Pase a la Fama, the HYBE and NBCU reality show. 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.
“In fact, the show gave rise to an ecosystem, a beautiful community of artists that support, celebrate, and trust one another. 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.”
HYBE first entered the Latin Music market in 2023 by acquiring Exile Music, an affiliate label of Spanish-language entertainment studio Exile Content.
HYBE Latin America first announced its Pase a la Fama partnership with Telemundo in April.
Isaac Lee became Chairman and CEO of HYBE Americas in July after Scooter Braun stepped down from his role as CEO of HYBE America.Music Business Worldwide
