Tuide, newly launched K-pop girl group from HYBE label ABD / Courtesy of ABD
HYBE, the K-pop powerhouse, is shaking up the industry once again with the launch of its new multinational teen girl group, Tuide. Operating under ABD, a newly created label dedicated to girl groups, this move has ignited significant interest. With multiple labels already flourishing under HYBE’s umbrella, the rationale behind this independent venture and the unique identity ABD aims to forge is drawing keen attention from industry observers and fans alike.
Tuide is poised for an official debut next week, featuring seven talented teenagers born between 2006 and 2011. Hailing from Korea, the United States, Britain, and Japan, the group includes Seo-yeon, famously known as the younger sister of TWICE’s Jihyo. Even before their official launch, Tuide has garnered immense global buzz, amassing 1 million TikTok followers within a mere six days of their first post. Their promotional video, “Meet my GRLS, TUIDE,” featuring the track “GRLS,” rapidly surpassed 5 million YouTube views, showcasing their immediate impact.
Early performances from Tuide have already proven that the group is far from relying solely on HYBE’s ‘halo effect.’ They’ve carved out a distinct performance style, blending a dynamic house-based sound with intricate rhythmic footwork and innovative, varied choreography.
HYBE’s Bold Strategy: Why a New Label?
Despite Tuide’s evident talent, a key question lingers: why did HYBE opt to create a separate label in ABD? Given that executive producer Han Sung-soo, celebrated for developing K-pop legends like Seventeen, After School, and TWS, is leading the production, many wondered why the group wasn’t launched through an established HYBE subsidiary like Pledis Entertainment.
The answer lies in a groundbreaking vision. Han Sung-soo has reportedly been granted full creative autonomy to steer ABD, backed by an independently run organization largely staffed by outside specialists. This innovative approach aims to develop Tuide under a completely fresh production system from its inception, rather than integrating into existing corporate structures. A HYBE official articulated this strategy, stating, “This is to breathe new life into the K-pop market through artist brands with unique identities distinct from existing labels. By operating as an independent label from the planning and production stages, we sought to build a more experimental and highly focused production environment.”
ABD: A Specialized Home for Girl Groups
HYBE has strategically positioned ABD as a label specializing exclusively in girl groups. An ABD official underscored this as a “strategic choice to concentrate on a specialized field,” revealing that experts from various entertainment sectors have been brought together to meticulously design training, content production, and operations specifically tailored for girl groups.
This specialized structure has paved the way for an unconventional and impactful promotional rollout. Breaking from traditional debut norms, Tuide held a predebut showcase where they performed every track from their upcoming debut EP live. This bold strategy was meticulously crafted to place the music firmly at the core of the group’s introduction. An ABD official elaborated, “Rather than introducing the group through selected images or short audio snippets, we wanted to deliver the nuances of Tuide’s sound and the harmony of the seven members more clearly by allowing audiences to experience the album’s full tracks and polished performances firsthand.” The official further emphasized that unveiling live performances “stemmed from confidence in its music,” serving as a deliberate attempt to introduce Tuide to the public on their own terms, free from familiar promotional formulas.
Tuide’s Future: Tune & Play
This innovative strategy has unequivocally captured the enthusiastic attention of K-pop fans. An ABD official expressed immense satisfaction with the post-preview reactions, noting overwhelming praise for Tuide and their compelling music from attendees. “Beyond compliments on the members’ charm, there were responses highlighting how their energetic vibe harmonized with the music, as well as praise for how each member’s individuality shone through while remaining unified in performance,” the official added, affirming, “We believe our intended direction succeeded.”
Tuide’s highly anticipated official debut is scheduled for next Monday with the EP “Tune & Play” and its electrifying lead single, “Sun Kiss.” This release will be a crucial test, revealing whether HYBE and ABD’s bold structural experiment successfully carves a truly unique space for this rookie act in the fiercely competitive global K-pop market.
