SM Entertainment has unveiled its latest venture into contemporary R&B with the launch of KRUCIALIZE. Derived from the combination of "crucial" and "ize," KRUCIALIZE embodies the essence of making decisive moves in the realm of music.

As a contemporary R&B label nestled within SM, KRUCIALIZE aims to broaden the spectrum of K-POP genres while delivering distinct and unique content. The label's slogan, "Join the KREW," invites enthusiasts to embark on a journey of creative experiences and cultural exploration through its music.

SM has garnered praise for its musical diversity, evident in initiatives like SM Classics and ScreaM Records, which reinterpret songs by SM artists across various genres. With the introduction of KRUCIALIZE, SM anticipates heightened global interest in its contemporary R&B offerings.

To mark its official launch, KRUCIALIZE has unveiled its website and social media accounts, along with the release of the captivating label film 'Journey' on the SMTOWN YouTube channel. The label has further piqued curiosity with a visual pop-up event in Seoul's Seongsu-dong, featuring expansive photo zones and engaging activities.

Looking ahead, KRUCIALIZE is set to introduce new artists later this year, promising fresh talent and innovative sounds to captivate audiences worldwide.

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