K-pop giant HYBE just teamed up with Brandon Hixon and Colin Gayle, the duo managing Grammy-winning South African artist Tyla, to build out a full management operation targeting African talent for global markets. The partnership gives HYBE its first real foothold on the continent after the company already set up shop in Japan, the US, Latin America, China, and India over recent years.
Tyla becomes the flagship artist under this setup, and she keeps her existing managers while getting access to HYBE's touring infrastructure, marketing muscle, and brand partnership network. The deal lets them sign fresh acts and create what they are calling a pipeline for both emerging and established African musicians.
This move breaks from HYBE's...