Label
AT AREA
AT AREA is the Seoul label built by GroovyRoom to turn producer credibility into a full company structure. The imprint launched in 2021 under the shorter AREA identity, then grew into a recognizable home for Korean hip-hop, R&B, and crossover pop acts that fit the duo's melodic but street-aware production lane.
The label's official channels still carry both AREA and AT AREA branding, but the core proposition is consistent: tight A&R, producer-led direction, and a roster that has included GroovyRoom, GEMINI, Mirani, DAWN, HyunA, and Yuju. That mix keeps the company relevant across scenes instead of locking it into one narrow rap-only market.
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Fans Also Ask
Who founded AT AREA?
AT AREA was founded by GroovyRoom, the South Korean producer duo made up of Park Gyu-jeong and Lee Hwi-min. The label launched in 2021 and used the AREA name first before widening its branding across newer official channels.
Which artists have been part of AT AREA?
AT AREA has worked with artists including GroovyRoom, GEMINI, Mirani, DAWN, HyunA, and Yuju. The roster has shifted over time, but the label is best known for pairing producer-led direction with a compact artist lineup across hip-hop, R&B, and pop.
Is AT AREA the same company as AREA?
Yes. AREA was the label's earlier core brand identity, and the official website still leans on that styling. Current social channels use AT AREA more directly, but both names point to the same GroovyRoom-founded Korean label.
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