SM Entertainment Launches New Contemporary R&B Label KRUCIALIZE

May 6, 2024

SM Entertainment has launched their new R&B label KRUCIALIZE!

KRUCIALIZE is a new contemporary R&B label from SM, which works to broaden the spectrum of K-pop and pursues unique new content. The label name combines the words “crucial” and “ize” to give the meaning of making something crucial.

Along with the reveal of the new label, KRUCIALIZE unveiled their slogan, “Join the KREW,” capturing the resolve to lead a variety of creative and cultural experiences together with the “KREW.”

Having previously received acclaim through the SM Classics label and the dance music label ScreaM Records, anticipation is high for what SM will showcase through their latest label KRUCIALIZE.

Furthermore, KRUCIALIZE announced that they will be unveiling new artists this year.

Check out the new label film “Journey” for KRUCIALIZE below!