HYBE Americas Launches TRU Records, With Santos Bravos as Its Debut Act
HYBE Americas has launched TRU Records, a label built to find and develop a new generation of Latin pop artists. Its first act is Santos Bravos, a group the company says it created itself. The launch was reported by Billboard on 26 October 2026.
Santos Bravos is the first Latin pop group made by HYBE Americas. The group was developed through HYBE's own artist training and development process, the company's method for turning new performers into finished acts. It is the debut artist on TRU Records, which is run by general manager Alejandro Mejía.
Mejía has nearly 20 years in the music industry. His background covers A&R (artists and repertoire, the team that scouts and signs talent), artist development, marketing, sales, international repertoire and commercial strategy. That mix of skills sits at the centre of a label whose job is to take a performer from first recordings to a full career.
The project has been in the works for some time. HYBE's expansion into Latin America was first announced in 2023, and Isaac Lee, chairman and CEO of HYBE Americas, leads that push. In August 2025, HYBE Latin America unveiled Santos Bravos as its first multi-platform series, a project spread across several channels at once, with the aim of creating what it called the next Latin pop sensation. Billboard carried that reveal.
TRU Records will use Weverse, the fan community platform run by HYBE, to build closer links between its artists and their fans through digital communities. For listeners, that means a group's conversations and updates can live in one shared space, not only on social media feeds.
Latin pop is one of the largest genres in the Spanish-speaking music market, and labels across the industry compete hard for new talent. TRU Records enters that race as a new name, with one group and a general manager who has spent close to two decades on the business side of music.
