HYBE's new multi-label "ABD" unveiled itself, heralding the birth of a rookie girl group expected once again to "change the game."
ABD, a new label under HYBE Music Group, opened its official website and social media channels on the 26th and released six short films that convey the brand's unique direction. In particular, these videos feature, for the first time, some members of the new girl group set to debut in the second half of the year, instantly capturing the attention of global K-pop fans.
The released short films realize ABD's pursuit of "the pure joy of music" through sensuous visuals. Three girls wearing shoes with the letters "A", "B" and "D" engraved on the soles dance freely, embodying sheer buoyancy. The "ABD" imprint that marks every step and the members' lively "ABD" voices flowing through colorful pipelines stimulate viewers' sight and hearing at once. The members' quirky sides, happily recording voice samples with curious expressions, further pique global fans' interest.
The ABD official website launched the same day also exudes the label's distinctive playful energy. A bouncy illustrated mouse cursor and a multicolored background respond vividly to users' clicks, providing an intense sense of immersion. Interactive elements that fans can participate in, such as a mini game where you inflate and pop balloons, are cleverly placed throughout to expand the brand experience. The web site wittily reflects the label's flexible, upbeat creative philosophy of "imagining D instead of C after A and B," breaking the mold.
ABD was established as part of HYBE's core competitive "multi-label" strategy and positions itself as a specialized label optimized for producing and planning girl groups. The label name takes the initial letters of the brand slogan "A Bold Dream."
The overall producing of ABD's first girl group was handled by master professional (MP) Han Seong-su, who has delivered mega hits for every team he has produced, including Seventeen, After School, IZ*ONE, and the rookie TWS (TWS).
[Photo] ABD (HYBE)
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