The Pulse of K-Entertainment

AT AREA
Label

AT AREA

AT AREA is the producer-built Korean label founded by GroovyRoom, the duo of Park Gyu-jeong and Lee Hwi-min. The company matters because it treats producer taste as the public-facing core of the business rather than background infrastructure. Its roster and releases sit across rap, R&B, and crossover pop, but the connective tissue is curation: records that feel scene-aware, commercially agile, and maker-led from the top down.

That structure gave the label a distinct place in Seoul's music ecosystem. Instead of chasing the usual idol-agency playbook, AT AREA built around the credibility GroovyRoom already carried from years of hitmaking. The result is a company tied to artists and collaborators including Lil Moshpit, GroovyRoom, Yuju, DAWN, and HyunA, which lets the brand move between underground trust and mainstream visibility without flattening either side.

The official site still presents the shorter AREA identity, but the live channel stack makes the broader AT AREA framing clear. In 2026, that matters because Korean music audiences increasingly follow labels as taste engines, not just as contract holders. AT AREA feels built for that shift.

1 articles2 artistsatareaofficial.com

Gallery

Artists & Groups

GroovyRoom
GroovyRoomGroup
Debut 2016
Lil Moshpit
Lil MoshpitArtist

Fans Also Ask

Who founded AT AREA?
AT AREA was founded by GroovyRoom, the producer duo Park Gyu-jeong and Lee Hwi-min. The company launched in 2021 under the shorter AREA branding before newer channels pushed the fuller AT AREA name. Its identity has always been tied to producer-led curation rather than a standard idol-agency system.
What kind of label is AT AREA?
AT AREA is a Korean label and agency operating across hip-hop, R&B, melodic rap, and crossover pop. It is best understood as a producer-led ecosystem, where GroovyRoom's taste shapes the roster and release strategy. That makes the label flexible enough to handle singles, EP cycles, collaborations, and artist development without one fixed template.
Which artists have been part of AT AREA?
AT AREA has been associated with artists including GroovyRoom, GEMINI, Mirani, DAWN, HyunA, and Yuju. The roster has shifted over time, but the company consistently attracts artists who move between rap, melody, and pop structure rather than staying confined to one rigid market lane.
When was AT AREA launched?
AT AREA launched in 2021. Early branding leaned on the simpler AREA name, which still appears on the official website, but the broader company identity has since expanded into AT AREA across its more current public channels and label positioning.
Why does AT AREA matter in Korean music right now?
AT AREA matters because it reflects a larger shift in Korean music where producers operate as public-facing brand builders, not just behind-the-scenes hitmakers. GroovyRoom turned their production credibility into a company that can sign artists, shape releases, and hold cultural weight in both mainstream pop and scene-facing music conversations.

Latest Articles

HyunA in an official black-and-white AT AREA profile photo wearing a beret and black stagewear
K-Pop5 min read

HyunA Parts Ways With AT AREA, Ending Her Run With GroovyRoom's Label

HyunA and AT AREA have mutually ended their exclusive contract, closing a short but notable chapter with GroovyRoom's label and putting the focus on her next move.

PakApril 11, 2026
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