SM Entertainment unveils new R&B label, KRUCIALIZE

SM Entertainment unveils new R&B label, KRUCIALIZE
07 May 2024

SM Entertainment has announced its latest venture, a contemporary R&B label named KRUCIALIZE.

The name, a blend of "crucial" and "ize," symbolizes the label's ambition to be instrumental in broadening the K-pop genre with unique and innovative content.

Alongside the announcement was the introduction of its slogan, "Join the KREW," reflecting the label's commitment to leading diverse creative and cultural experiences.

SM Entertainment's successful track record with labels
Past successes

SM Entertainment is well-known for its successful labels, including the classical music banner SM Classics, and the EDM brand, ScreaM Records.

This history of success has created a sense of anticipation around what the company will achieve with KRUCIALIZE.

The new label is expected to continue the tradition of innovation and unique content that has characterized SM Entertainment's previous ventures.

KRUCIALIZE plans to debut new artists
Upcoming debuts

In an exciting development, KRUCIALIZE has revealed plans to debut new artists within the year. This announcement has further heightened the anticipation surrounding the label's launch.

To give fans a taste of what's to come, a label film titled Journey for KRUCIALIZE has been released. The film is expected to provide insights into the unique and innovative content that KRUCIALIZE aims to bring to the K-pop genre.