HYBE is making a daring transfer into Africa’s booming music market by means of a world administration partnership with trade veterans Brandon Hixon and Colin Gayle, the Korean firm introduced Monday.
The collaboration goals to amplify African artists, foster cross-cultural storytelling and create long-term artistic pathways throughout the U.S., Asia and past. Beneath the initiative, HYBE will construct a pipeline for rising and established expertise, signal new artists and supply complete worldwide assist. Tyla, the Grammy-winning South African star behind hits together with “Water” and “PUSH 2 START,” would be the first artist supported below the initiative. She’ll stay below the steering of Hixon and Gayle, with HYBE including international scale and sources to her workforce.
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Hixon and Gayle deliver many years of expertise championing African music globally, and their alliance with HYBE alerts a brand new period of Black-led artistic management becoming a member of forces with a world leisure powerhouse. The partnership will ship expanded sources in touring, advertising and marketing, digital technique, multimedia manufacturing and model partnerships, whereas enabling cross-artist collaborations inside HYBE’s roster.
Hixon and Gayle deliver many years of expertise elevating African music on a world stage, and their partnership with HYBE marks a brand new chapter of Black-led artistic management aligned with a significant leisure firm. The alliance will present expanded assist throughout touring, advertising and marketing, digital technique, manufacturing and branding offers, whereas additionally opening the door to collaborations with artists throughout HYBE’s international roster.
“Our work has at all times been about connecting nice artists with the world in the appropriate manner,” mentioned Hixon. “HYBE brings a world perspective that enhances how Colin and I construct. Collectively, we may also help artists transfer freely and inform their tales on the most important phases.”
“We’re getting into a second the place African artists have limitless potential,” added Gayle. “With HYBE’s collaborative assist, we may also help them increase their attain whereas staying true to the roots that make this music extraordinary.”
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African music’s international surge — fueled by Afrobeats, Amapiano and platforms like TikTok and YouTube — is driving demand for infrastructure that may scale internationally. IFPI’s 2025 World Music Report underscores this momentum: Sub-Saharan Africa posted a 22.6% income enhance final yr, surpassing $100 million, whereas North Africa contributed to MENA’s 22.8% progress.
“We’re thrilled to accomplice with cultural architects like Brandon Hixon and Colin Gayle, whose imaginative and prescient is crucial to driving the highly effective momentum of African artistry onto the worldwide stage,” mentioned Jason Jaesang Lee, CEO of HYBE. “This partnership represents a pivotal second in HYBE’s international enlargement technique. By combining their experience with our international community and sources, we are going to set up a strategic, sustainable bridge designed to amplify genuine African voices and artistry to followers the world over.”
In November, HYBE reported Q3 income up 38% year-over-year to 727.2 billion Korean received ($519 million), powered by live performance revenue from BTS’ Jin, SEVENTEEN and TXT.
