HYBE Americas Launches New Latin Label TRU Records

The entertainment company is debuting its first Latin music label led by general manager Alejandro Mejia.

Updated on Oct. 26, 2026 in Latin

Bold vector editorial illustration of an acoustic guitar in a studio, representing the launch of a new Latin music label. — HYBE Americas has launched its new Latin music label, TRU Records, under general manager Alejandro Mejia to expand its artist development model. AI Illustration. Upload story photo >

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HYBE Americas has officially launched TRU Records to focus on the Latin music market. The new label marks a significant milestone as the company expands its operations after first announcing plans for the region in 2023.

Why it matters

This move represents a strategic push by HYBE Americas to apply its established K-pop training and development models to the Latin pop sector. By integrating its signature artist systems, the company seeks to cultivate a new generation of Latin musical stars.

General manager Alejandro Mejia brings nearly 20 years of music industry experience to the leadership of TRU Records. The label is now tasked with developing Latin pop stars using the training processes previously applied to K-pop groups.

The players

HYBE Americas

This is a major entertainment company known for its success in the K-pop industry and its recent expansion into Western and Latin music markets.

TRU Records

This is a newly established record label created by HYBE Americas to focus on the development of Latin pop artists.

Alejandro Mejia

He serves as the general manager of TRU Records and brings nearly two decades of professional music industry experience to the new label.

Santos Bravos

They are the first musical group signed to TRU Records and were created by HYBE Americas.

Isaac Lee

He serves as the chairman and CEO of HYBE Americas.

The details

TRU Records has signed Santos Bravos as its first musical group. The label plans to leverage the Weverse platform to foster direct connections between its signed artists and their global fan bases.

HYBE Americas announced its expansion into Latin America in 2023.
TRU Records was officially announced on October 23, 2026.

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Industry Dynamics

The launch of TRU Records follows the pattern set by the K-pop artist training and development process, which governs how HYBE recruits and trains talent. This initiative reflects a broader shift by major firms to apply proven K-pop development systems to emerging regional pop markets.

Fans can anticipate new music and content from Santos Bravos via the Weverse platform. This rollout changes how listeners engage with the label's roster by integrating digital community features directly into the artist development cycle.

The takeaway

The entry of HYBE Americas into the Latin market signifies a new phase in the globalization of entertainment management styles. Listeners interested in the evolution of pop music should track how the company's rigorous training standards affect the sound and trajectory of new Latin artists.