"Full-scale Label Operations Begin
with Immediate Support for Artists"
On August 20, the label Adore (ADOR) of Hybe Music Group announced that Vice President Do-kyung Lee has been appointed as the new CEO.
Adore explained that the decision to appoint CEO Lee, who is well-versed in label management operations, was made to fully establish the label's direction as a company that plans and manages artists' activities such as albums and performances.
Previously, in August last year, Adore appointed CEO Jooyoung Kim, an expert in human resources management. This decision was made to separate production and management, ensure proper human resource allocation, and normalize the organization and management. The Adore board of directors has determined that these initial goals have now been achieved.
CEO Lee joined Hybe (formerly Big Hit Entertainment) in 2019, where he established the company's vision and business strategies and led various new business initiatives. In particular, in 2022, he served as Vice President of the IPX Business Division, which focuses on artist intellectual property (IP)-based businesses, playing a key role in advancing the solutions business. He also oversaw all official merchandise, pop-up stores, and light stick businesses for all Hybe Music Group artists. Additionally, he planned and led "The City" project, a large-scale collaboration that applied artist IP throughout the cities where concerts were held, providing fans with a variety of entertainment experiences.
An Adore representative stated, "With CEO Lee's appointment, we have established an immediate support system for artist activities and a more advanced personnel structure." Currently, the girl group NewJeans is under Adore, and in June, the company held the "2025 Adore Boys Global Audition" to recruit members for a next-generation boy group and is preparing to produce new artists.
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