SM Entertainment (hereafter SM) has launched a new contemporary R&B label called KRUCIALIZE.
Derived from the word 'crucial' with the suffix 'ize' added, KRUCIALIZE signifies 'to make crucial,' aiming to broaden the genre spectrum of K-pop and pursue distinctive, original content within SM's umbrella of contemporary R&B labels.
The slogan unveiled with this new label is "Join the KREW," indicating the aspiration to lead diverse creative experiences and cultures together with the KREW gathered through KRUCIALIZE's music.
Especially considering SM's success in reinterpreting songs of its artists across various genres through labels like SM Classics and ScreaM Records, there's high anticipation for the explosive interest from global fans toward SM's distinctive contemporary R&B music through the new label KRUCIALIZE.
Furthermore, KRUCIALIZE has intensified curiosity by opening its official website and social media accounts on the 1st, and releasing an approximately 11-minute label film titled '도착 (Journey)' on platforms like the YouTube SMTOWN channel, marking a unique start with different content.
Until the 19th, a visual pop-up event for KRUCIALIZE is being held at Under Stand Avenue in Seongsu-dong, Seoul, featuring a significant photo zone and various events amidst enthusiastic responses from listeners.
Meanwhile, KRUCIALIZE plans to introduce new artists this year.


Written by Heo Ji Hyeong
Translated by Lee So Yun