HYBE Latin America is rolling out a new project that pairs artists’ music with a narrative, applying what it described as a “K-pop methodology” of linking music and storytelling to expand the fan experience in the Latin market.
The company said on the 21st that band Low Clika will return with a new album in the second half of this year. The group drew attention through the band audition program “Pase a la Fama” and debuted in November 2025, promoting a sound that blends traditional Mexican folk music with trap, urban and pop elements.
Ahead of the album, a short drama series titled “Low Clika: La Serie” will be released starting on the 23rd, with one episode posted weekly on the global superfans platform Weverse as well as YouTube and TikTok.
The drama follows members who face a crisis amid betrayal and intrigue, then overcome it and grow. It is built around four major episodes, and each time an episode concludes over about a month, a related new song will be released in sequence.
Myrna Perez, general manager of SIENTO Records, a HYBE Latin America label, said building a connected world in which music-centered content and narrative are organically linked is “one of HYBE and Chairman Bang Si-hyuk’s core philosophies.” She said the project will let fans experience the artists’ story, not just listen to the music.
* This article has been translated by AI.
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