B!NGE ON POP NETWORK

In a groundbreaking move, Korean entertainment giant HYBE has announced its expansion into the African continent, partnering with veteran music executives Brandon Hixon and Colin Gayle to support African artists and propel their music to a global audience.

This strategic partnership marks a significant milestone in the growth of African music, providing artists with access to world-class resources, global tour routing, and data-driven promotion.

With Africa’s music revenue growing at an impressive 16% year-over-year, HYBE’s entry into the market is a testament to the continent’s immense potential. The partnership will see HYBE leveraging its global network to promote African talent, facilitate cross-cultural collaborations, and increase exposure through mainstream playlists on leading digital music platforms.

“Africa is the future of music,” says Hixon. “We believe that African artists have the talent, creativity, and passion to take the global stage by storm. We’re excited to partner with HYBE to make this vision a reality.”

The partnership is expected to have a significant impact on the African music industry, creating new opportunities for artists, producers, and music professionals. As the global music landscape continues to evolve, one thing is clear: African music is on the rise, and HYBE is proud to be a part of this exciting journey.

HYBE is going all out to support Tyla’s global career! They’re providing integrated support across touring, marketing, and promotion, and exploring synergies in recording, publishing, brand partnerships, and merchandise. This partnership will give Tyla access to HYBE’s world-class talent pool, infrastructure, and global network, helping her reach new heights.

Hype Will Provide the Following Support to African Artists:

• HYBE to provide African artists with access to world-class production facilities, global tour routing, and data-driven promotion
• Partnership to increase exposure for African music through mainstream playlists on Spotify, Apple Music, and more
• African music revenue growing at 16% YoY, with HYBE betting big on the continent’s potential
• Other major labels, including Universal Music Group and Warner Music, also investing in African music