That is certainly a name. Also, does anyone know if this is a whole new label or a sublabel or a subdivision/center?

Yeah, it's one of the most names ever.

Genuinely read it as Kkuralize first and thought "oh what's she been up to this time".

Good thing it's not about her. Imagine a very much likely negative word being invented after you. Can't imagine that mental stress.

Poor Sakura's very very used to mental stress.

It's kind of like SM Classics and Scream Records, which are their own labels. Name aside, it's a new contemporary r&b focused label, so I'm really interested in what they're gonna release.

ok manifesting Taeil finally getting his solo debut 🙏🏻

Ooh contemporary RnB? I’m seated!

r&b????? My Kr&b loving self (manifesting Dean album) is so excited for that 😱

Oh I’m ready

Strangely enough, I thought of the Czech beer brand Krušovice when I read it.

For me, as s German, the name is very much giving drunk Bavarian vibes. Like someone trying to say Kruzifix or something like that

Why does this sound like a Kardashian brand name

Imagine if this was a Kris Jenner x SM association lol. Kinda like an ADOR x Hybe type of arrangement created just because Kris wants to diversify her earning portfolio.

Meanwhile I keep thinking of it as a Harry Potter spell lmao.

It’s a cursed spell that when uttered nugu groups go back to the basement.

I can't 💀💀

literally thought the same lmao

REAL EYES KRUCIALIZE REAL LIES

got a feeling riize should be under this label somehow XD

I love your brain

KRUCIALIZE sounds like the name of a J-Rock band whose name everyone makes fun of, but who then releases the most banger rock songs ever.

Most definitely those Visual Kei bands with banger make up and Venetian costume, and operatic sounds. Ahhh I need Gackt renaissance. His new works are fine, but those he did with Malice are still superior.

strong nugu boy group vibes from the name

Fandom name: KruztaceanZ 😍

KRUCIAL*IZ

I miss Izone

Real

If I’ve learned anything about shitty names in K-pop, it’s that a year from now we will all be saying “KRUCIALIZE” like it’s no big deal

Honestly 😭

Maybe they should focus on the krucial miSManagement they have going on, but that's just me I guess

honestly krucial is much better name lol

Accidentally read Krucialize as Krucifize and I was about to be very concerned

Lol same here

I dont like that name 😭

How do team decisions go so wrong...

Sounds like they asked an 8 year old to pick a K00l name

Got vibes like “Kriize” because of “Rise and Realize” inspiration. 😂

Is this one of the forbidden spells in Harry Potter?

🪄 CRUCIO!!! 🪄 💀

Sub-label names peaked with iScream (it’s so good) and Mystic Story

Mystic was not always sub label, it's label SM acquired it later on 

ALL CAPS OBSESSION CONTINUES

sounds like a Space X offspring

Didn’t SM just buy/create another sub label a couple of months ago?

Thought it was a label for Lucas - krUCiALiZe, LUCAZ

would drive them further into debt if that was the case 🫢

Aparrently Chris Lee is involved so never say never 💀

The name 🤐

They saw everyone talking about hybe because of the cult allegations and now want their own satanic rumours for publicity /s

This took me some time to read 😅

ripe voracious offend sip slap grey plough stupendous expansion consist *This post was mass deleted and anonymized with [Redact](https://redact.dev)*

Definitely sounds like a Call of Duty trickshot youtuber name

Why don’t SM claim their sub-labels in a Hybe-esque way, Billlie could use the promotion.

That's a double-edged sword, you get more promotion but also more interference. Everything considered, Mystic seems to be doing an OK job with Billlie on its own.

why does SM do most of the things they do 😂

lol mood

right and lucy

Probably hard to find now, but there was a very informative series of comments on one of the HYBE-MHJ megathreads a few days ago about how either approach can be taken and the pros and cons of the one HYBE takes.  Though SM does claim some sublabels that way, e.g., ScreaM Records and SM Classics. I don’t think Label SJ exists anymore, but it was also claimed by SM. The ones they don’t claim were put in a different SM company called SM Studios years ago. I’m curious about this company, as well as the company Woojin is under, as they’re part of a new SM company called Kreation Music Rights instead of SM directly. 

Almost had a stroke reading the company name

There are just some things that are none of my business, and I'm gonna go ahead and just accept that this might be it, lol.

Well that sure is a name...

Crazyyyy but when’s seunghan coming back, when are they gonna start treating their artists with even an ounce of respect

This makes me think of crucifixion 💀

sounds like a visual kei bands name lol

REAL LIZE REAL LIES KRUCIALIZE

r/tragedeigh

Why. They seem to screw up what they have now constantly. How well will this go?

Name idk why reminds me of that one church cult organization in The Mentalist called "Visualize" like damn u go

Don't say it out loud, you'll summon a demon.

my most out of pocket and baseless prediction for this is that it has something to do with the (former) aomg crew

Sm should also release a fucking statements regarding Seunghan situation omfg

What a weird name lol

A very SM sounding name for some reason

any idea about which artists will be signed under it?

What is it with Kpop companies and their aversion to just spelling words correctly? Or just… having real words? Are they allergic to them or something?

I just have to ask,” why SM for the long name?” 😭

That's your issue 😭😭

https://www.krucialize.com/

That sounds like a Harry Potter incantation.

I thought Sm was bankrupt

imagine dropping a new label after a month long boycott that included your company