From Korea to Latin America, HYBE launches back-to-back boy band projects
HYBE launches back-to-back boy band projects targeting domestic and global markets. Courtesy of BigHit Music, HYBE Latin America
HYBE is rolling out two new boy band projects aimed at both domestic and international audiences, raising expectations for their global performance.
First up is BigHit Music’s new boy group, CORTIS, the label’s first such act in six years. The group will officially debut Monday at 6 p.m. with the title track “What You Want,” followed by the release of their debut album “Color Outside the Lines” on Sept. 8.
The group’s name, a scrambled combination of six letters from “Color Outside the Lines,” reflects their aim to “think freely outside the rules and standards set by the world.” Comprising all teenage members, CORTIS brands itself as a “young creator crew” built around collaboratively produced work that showcases different perspectives and fresh ideas.
Even before their debut, interest has been strong. CORTIS surpassed 1 million followers on its official social media channels within six days, with accumulated likes exceeding 12.4 million as of noon on Thursday. Their intro track “Go!” released Monday also drew notable attention, ranking in the top 30 trending music videos on YouTube in 11 countries and regions — including Korea, the United States, Canada and the United Kingdom — just three days after its release.
Latin American project ‘Santos Bravos’ kicks off
HYBE Latin America is launching a reality series to form a new boy group in the region. “Santos Bravos” will premiere on YouTube on Friday at 9 a.m.
The project blends HYBE’s structured artist discovery and training system with Latin America’s unique cultural and artistic sensibilities. Sixteen contestants, selected in the first round from the U.S., Mexico, Brazil, Argentina, Venezuela, Colombia and Spain, will compete for a spot in the debut lineup of the group, which will carry the same name as the series.
This marks HYBE’s second major Latin-focused initiative under its “multi-home, multi-genre” global strategy. HYBE Latin America previously proved its potential with “Pase a la Fama,” the region’s first band audition program, which began in June and topped U.S. Spanish-language TV ratings in its time slot, drawing 688,000 viewers for its first episode, according to Nielsen ratings.
Excitement for “Santos Bravos” is already building. Tickets for the “HYBE Experience” — an interactive fan exhibition at Mexico City’s Bicentenario Park — have sold out. In addition, more than 150 key global brand representatives and 100 media members attended “The Drop,” an event introducing HYBE Latin America’s artists and production capabilities, further demonstrating the industry’s interest.
HYBE Latin America said the series “will showcase the contestants’ challenges and growth, special guest appearances, collaborations with artists and the moments when cultural phenomena are born, sharing them with music fans around the world. Beyond entertainment, we aim to create a new movement that unites music, culture and communities, breaking down borders.”
This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.