Hybe Expands Global Reach with Tyla Partnership

Hybe has announced a strategic partnership with Grammy-winning artist Tyla, marking a significant step in its global expansion beyond K-pop.

Hybe, the powerhouse behind some of the biggest names in K-pop, is making waves in the international music scene with its latest venture. The company has partnered with South African singer-songwriter Tyla, who recently won a Grammy for best African music performance. This collaboration, under the newly formed joint venture NFO LLC, aims to propel Tyla's career on a global scale.

With this partnership, Hybe will manage Tyla's global activities, leveraging its extensive network and expertise in the music industry. Tyla, a prominent Gen Z artist, is expected to benefit from Hybe's strategic resources and innovative approach to artist management.

According to The Korea Herald, this move underscores Hybe's commitment to diversifying its portfolio and tapping into fast-growing international music markets.

Why it matters

• This partnership highlights Hybe's strategic shift towards global music markets, potentially setting a precedent for other K-pop agencies.
• Tyla's collaboration with Hybe could pave the way for more African artists to gain international recognition and success.