HYBE launched its new label ABD on May 26, and the music powerhouse wasted no time capturing attention. The label rolled out six short films on its website and social channels, each introducing ABD's creative vision and offering the first official glimpse at members of the label's incoming girl group.
The videos are moody and mysterious, with high-end production values. Each film teases the label's artistic direction while introducing new faces set to debut under HYBE's expanding roster.
This launch represents a significant expansion for HYBE, which has been building ABD as part of its growing collection of labels. The company has not disclosed the girl group's full lineup or debut timeline, though putting members on camera suggests an announcement is imminent.
K-pop fans are already analyzing the videos frame by frame on social media, trying to piece together information about the group's identity and debut date. The speculation centers on who these members are, when they will debut, and whether they will match the commercial success of HYBE's other girl groups.
ABD's reveal strategy—layering mystery with premium production—stands out in a market crowded with girl group debuts. The calculated approach has already generated significant audience interest.
Further details about the girl group's official debut are expected to follow.
