SM Entertainment To Launch R&B Label

SM Entertainment has premiered a new contemporary R&B label, KRUCIALIZE.

KRUCIALIZE is a compound word meaning ‘to make decisively’ by adding the ending ‘ize’ to the word ‘crucial’. It is a contemporary R&B label under SM that broadens the genre spectrum of K-POP and pursues differentiated and unique content.

The slogan released with this new label is “Join the KREW,” and it attracts attention with the ambition to lead various creative experiences and cultures with KREW gathered through KRUCIALIZE’s music.

In particular, SM is receiving a positive response by expanding its musical horizons by recreating songs by SM artists into various genres through the classic label SM Classics and dance music label ScreaM Records.

The new label foresees explosive interest of global fans towards SM’s contemporary R&B music that will be presented through KRUCIALIZE.

In addition, KRUCIALIZE opened its official website and SNS account on May 1, declaring the start of the label with unique content by releasing the approximately 11-minute label film ‘Journey’ through the YouTube SMTOWN channel.

In addition, KRUCIALIZE’s visual pop-up event will be held at Understand Avenue in Seongsu-dong, Seongdong-gu, Seoul until the 19th, and is being held successfully with a large-scale photo zone and various events, receiving enthusiastic responses from listeners.

Meanwhile, KRUCIALIZE plans to introduce new artists this year.