HYBE Expands into Africa with New Partnership
Global Expansion Strategy
South Korean entertainment company HYBE has been strategically broadening its reach beyond its home country. Initially, the company expanded into Japan, followed by the United States and Latin America by late 2023. In 2025, HYBE established operations in China in April and India in September.
New Partnership in Africa
On December 15, HYBE announced a global management partnership with Brandon Hixon and Colin Gayle, co-managers of Grammy-winning South African artist Tyla. This marks HYBE’s latest regional expansion, in line with CEO Jason Jaesang Lee’s “multi-home, multi-genre” strategy.
Focus on African Talent
Hixon and Gayle will lead efforts to develop Africa-based artists for international markets. HYBE will support this initiative with resources in touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development. The partnership aims to establish a strong pipeline of emerging and established talent across Africa and its diaspora.
Tyla: The First Artist
Tyla, known for her hit single “Water,” which peaked at No. 7 on the Billboard Hot 100 and won the inaugural Grammy for Best African Music Performance in 2024, will be the first artist supported under this initiative. She will continue to be managed by Hixon and Gayle, with HYBE enhancing her global reach.
Strategic Significance
The partnership is described as a new era of Black-led creative leadership collaborating with a global entertainment powerhouse to elevate African artistry. It also enables cross-artist collaboration within HYBE’s roster and diversifies its global portfolio beyond K-pop.
Statements from Leadership
Jason Jaesang Lee expressed enthusiasm for the partnership, emphasizing the importance of combining expertise to amplify African voices globally. Colin Gayle highlighted the unlimited potential of African artists, while Brandon Hixon discussed the global perspective HYBE brings, allowing artists to share their stories on major stages.
Previous Expansions
HYBE’s expansion into Africa follows similar moves in other regions, such as the establishment of an Indian subsidiary in Mumbai in September 2025 and the launch of HYBE China in April 2025. In November 2023, HYBE acquired Latin music label Exile Music, forming HYBE Latin America.
African Music Market Growth
The African music market has experienced significant growth, with Sub-Saharan Africa’s recorded music revenues increasing by 22.6% year-on-year in 2024, surpassing USD $100 million annually. Genres like Afrobeats and Amapiano have been key drivers, supported by platforms such as TikTok and YouTube.
Tyla’s Achievements
Tyla’s debut album reached No. 24 on the Billboard 200 in March 2024, making her the highest-charting African female soloist in the chart’s history. Her single “Water” became the first by a South African soloist to chart on the Billboard Hot 100 in 55 years, peaking at No. 7 and achieving over a billion streams.
Future Prospects
With HYBE’s global perspective, Hixon and Gayle aim to help artists move freely and tell their stories on the world’s biggest stages. The collaboration promises to expand the reach of African artists while maintaining the authenticity of their music.
Source: Music Business Worldwide
