HYBE Americas launches TRU Records, a Latin pop label, with Santos Bravos as first act

HYBE Americas has launched TRU Records, a label built to find and develop new Latin pop artists, Billboard reported on 26 October 2026. General manager Alejandro Mejía, who has nearly 20 years in the industry, runs it. Its first act is Santos Bravos, a group the company says it created through its own artist training process.