HYBE Music is the most relevant Korean record company today and one of the first architects that paved the way for the global K-pop phenomenon. Their vision is based on creating superfans rather than listeners, generating immersive experiences beyond the music and strengthening the relationship between fans and their favorite artists in a close and intimate way. With this vision, they sought to capitalize on the same learnings in the Latin market and that is how 12mil Music was born, a record label that seeks to put Latin talent on the airwaves around the world. Latinos have been characterized by their passion for life and for everything they do. In music this passion is more evident than in other aspects. With loyal and energetic fans who not only feel the music... but live it with passion every day. The problem is that most record labels have become mere traditional music pitchers and sellers. In Latin America, the business is driven by clichés and stereotypes, which use outdated models and do not resonate with the near Latin essence and values of modern artists. The challenge was that while we are Latin and have things in common, each country is different and sometimes appealing to a Latin visual or aesthetic culture can be difficult without falling into obviousness or stereotypes. 12mil was born as a record label with Latin roots and a global vision, seeking to take advantage of the current Latin music phenomenon, but without falling into stereotypes or clichés. A brand that should be able to resonate with the Latin culture, without delving into any specific country. A new Latin music company that offers holistic connections between artists and superfans. Connecting them in the same reality without a pedestal and creating innovative experiences that put fans first and offer them more than just music. It was about positioning 12mil as the Latin music label that empowers and fosters traditionally Latin ties but this time close ones between Latin artists and their fans. We balanced a brand that had to feel global, but with less obvious Latin aspects such as a color palette inspired by the work of architect Luis Barragan and typographies taken from everyday Latin life to express that Latin spirit. ‍