HYBE Expands into Africa: A New Chapter for Global Music

The global music landscape is shifting once again as HYBE, the South Korean powerhouse behind K-pop’s international rise, officially enters the African market. Announced on December 15, 2025, this expansion marks a significant milestone in the company’s “multi-home, multi-genre” strategy. By partnering with the creative minds behind South African superstar Tyla, HYBE is signaling its intent to elevate African artistry to unprecedented heights, bridging the gap between local talent and global distribution.

A Strategic Partnership with Cultural Architects

Central to this move is a management partnership with Brandon Hixon of We Make Music and Colin Gayle of Africa Creative Agency. These “cultural architects” are the management duo responsible for Tyla’s meteoric rise, including her record-breaking hit “Water” and her recent success with the single “Chanel.” Unlike HYBE’s previous entries into markets like China and India, which often utilized K-pop-inspired training methodologies from the ground up, the African expansion leverages established regional expertise and existing stardom. This collaborative approach ensures that the initiative is led by Black creative leadership, maintaining the integrity and authenticity of the music while utilizing HYBE’s massive marketing and digital infrastructure.

Building a Sustainable Pipeline for African Talent

This venture is about much more than a single artist; it is about building a robust pipeline for the future. With Sub-Saharan Africa’s recorded music revenues surpassing $100 million in 2024, the region is one of the fastest-growing musical frontiers in the world. HYBE CEO Jason Jaesang Lee noted that the partnership aims to create a “strategic, sustainable bridge” to amplify African voices globally. By offering support in touring, branding, and multimedia production, HYBE is providing African artists with the resources needed to navigate the biggest stages in the world while staying true to their roots in genres like Afrobeats and Amapiano.

As HYBE continues to diversify its portfolio beyond K-pop, this expansion into Africa represents a pivotal moment for the industry. Fans can look forward to a new era of cross-artist collaborations and innovative multimedia content that blends diverse cultural influences. As Colin Gayle aptly noted, we are entering a moment of unlimited potential for African artists. With the combined strength of HYBE’s global network and the proven leadership of Hixon and Gayle, the world is about to hear much more from the vibrant sounds of the African continent.