A Groundbreaking Music Incubator
HYBE, which entered the Latin market by acquiring Exile Music in 2023, is serious about its investment. According to Isaac Lee, Chairman & CEO of HYBE Americas, “Bang Si-Hyuk’s vision has always been that music has no borders.” The Medellín Music Lab is a direct embodiment of that idea. The program recently held auditions, attracting over 400 aspiring artists and industry professionals, from producers to marketers. From this pool, 160 participants will advance to a series of creative camps starting on September 27th, culminating in a winners’ gala on October 25th. The most promising projects will then enter a full incubator program in November with the backing of HYBE and local partners, including the Mayor’s Office of Medellín.
A Strategic Move in a Booming Market
This initiative is a strategic response to the booming Latin music market, which has seen immense growth in recent years. According to the RIAA, total revenues from Latin recorded music in the US alone reached a record $1.423 billion in 2024. HYBE is clearly positioning itself to tap into this momentum, bringing its “global methodologies” to local talent. The Medellín Music Lab is a core part of a wider series of investments, which also includes the launch of new labels like S1ENTO Records and DOCEMIL Music, as well as a partnership with Telemundo on a musical reality competition.
Forging the Future of Latin Music
By providing a structured pathway for artistic and professional development, HYBE is giving local creators access to global standards and an international network of opportunities. This commitment has already received support from major industry players and even local icons like J Balvin, who donated a studio to the cause. This isn’t just a project; it’s a long-term investment in the future of Latin music, promising to forge a new generation of global stars.
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