K-pop label JYP Entertainment is launching a Latin music division that will focused on developing artists for the Spanish language market, the company tells Billboard.
The subsidiary’s first project is an audition show called L2K that will “discover, train and launch” the next global Latin girl group — essentially a Latin sequel to JYP’s audition show A2K, which aired in the U.S. last year. Auditions are slated to take place sometime later this year and will be held in Latin America, Spain and the U.S., with exact dates and locations to be announced.
“We are thrilled to embark on this exciting journey into the vibrant LATAM market,” Jimmy Jeong, CEO of JYP Entertainment, said in a statement. “The undeniable synergies between K-Pop’s energy and Latin music’s creativity present a perfect opportunity to bridge cultures and amplify the connections between our global fanbases.”
The goal of the new division, according to a press statement, is to go “beyond infusing Latin elements into K-Pop” and create a “unique group that retains its authentic Latin essence while benefiting from the unparalleled training and creative standards that JYP is renowned for.” New recordings will be distributed by Universal Music Latino.
L2K contestants will be selected based on their vocal and dancing skills, star quality, personality, teamwork and dedication, the press statement explains, adding that training will take place in Latin countries as well as Korea.
Founded in 1997 by Park Jin-young, JYP Entertainment is home to a roster of artists that includes TWICE, Stray Kids and ITZY. While the new Latin initiative is a first of its kind, there’s been a growing trend of Latin artists collaborating with Korean pop stars in the past few years as K-pop continues to grow in popularity in Latin America.
