Overview
- The partnership marks HYBE’s formal move into African and diaspora music with a plan to build cross-border pipelines across the U.S. and Asia.
- HYBE will deliver touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development for artists under the venture.
- The initiative includes the ability to sign new talent while keeping Hixon and Gayle’s cultural leadership at the center of artist guidance.
- Tyla becomes the first artist supported under the program, backed by a 2024 Grammy for Best African Music Performance and more than 3 billion streams.
- CEO Jason Jaesang Lee framed the deal as a key element of HYBE’s global expansion designed to amplify authentic African voices worldwide.