SM Entertainment has launched a brand new label!

On May 1, SM Entertainment introduced their newest subsidiary music label KRUCIALIZE. According to SME, KRUCIALIZE "breathes new life into the essence of K-POP, venturing into the expansive realms of music to forge a pathway toward sustainable artistry. Dreaming of expanding the Korean music industry through the odysseys of its artists, we strive to be the creators of a new culture, broadening the spectrum of K-POP."

The United States Patent Office states SM Entertainment filed their trademarks for KRUCIALIZE in November of 2023, and no official statements about the new music label have been released.

Check out the KRUCIALIZE 'Journey' film above, and stay tuned for updates.

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