HYBE is officially expanding its global footprint into Africa’s rapidly growing music market, announcing a new international management partnership designed to elevate African artists on the world stage.
The K-pop powerhouse revealed that it has teamed up with music industry veterans Brandon Hixon and Colin Gayle to build a long-term global pipeline for African talent. As part of the initiative, Grammy-winning South African artist Tyla has been named the first artist supported under the collaboration, marking a major milestone in HYBE’s global expansion strategy.
Tyla, who rose to international prominence with hits such as “Water” and “PUSH 2 START,” will continue to be managed by Hixon and Gayle, while HYBE adds its global infrastructure, resources, and network to support her worldwide growth. The partnership is designed to amplify African voices while maintaining each artist’s creative identity.
According to HYBE, the collaboration will focus on discovering and supporting both emerging and established African artists, offering comprehensive international backing across touring, marketing, digital strategy, multimedia production, and brand partnerships. It also opens the door for cross-cultural collaborations with artists across HYBE’s global roster.
Hixon emphasized that the goal has always been to connect artists with global audiences in an authentic way, noting that HYBE’s worldwide reach complements their artist-first approach. Gayle added that African artists are entering a moment of “unlimited potential,” and that the partnership aims to help them scale globally without losing the cultural roots that define their music.
The move comes amid a historic global surge in African music, driven by genres such as Afrobeats and Amapiano, as well as the influence of platforms like TikTok and YouTube. According to the IFPI 2025 Global Music Report, Sub-Saharan Africa recorded a 22.6% revenue increase last year, surpassing $100 million, while North Africa contributed to strong growth across the Middle East and North Africa region.
HYBE CEO Jason Jaesang Lee described the partnership as a pivotal moment for the company’s global vision, stating that the alliance is intended to create a sustainable bridge that brings authentic African artistry to fans around the world.
The announcement follows HYBE’s strong financial performance, with the company reporting a 38% year-over-year revenue increase in Q3, driven largely by global touring activities from artists including BTS’ Jin, SEVENTEEN, and TXT.
With Tyla leading the way, HYBE’s African music initiative signals a strategic shift toward deeper cross-continental collaboration — and a new chapter in the globalization of African sound and storytelling.