K-pop powerhouse HYBE steps into the African music space with Tyla

South Korean entertainment powerhouse HYBE has announced its entry into the African music market through a strategic partnership centred around South African global sensation Tyla. The move marks a significant expansion of HYBE’s international footprint and underscores the growing global influence of African music.

As part of the collaboration, HYBE has partnered with seasoned music executives Brandon Hixon and Colin Gayle, who currently manage Tyla. The partnership will see HYBE co-manage the Grammy-winning artist while also working toward building a broader platform aimed at nurturing and promoting African talent worldwide. Industry insiders view Tyla as the flagship artist of this initiative, with her global success making her a natural bridge between African sounds and international audiences.

HYBE’s involvement is expected to extend beyond artist management to include touring, global marketing, digital strategy, brand partnerships, and multimedia production. The company aims to leverage its extensive global infrastructure—built through the success of K-pop and other international ventures—to create sustainable pathways for African artists to reach wider markets.

This strategic expansion comes at a time when African genres such as Afrobeats and Amapiano are enjoying unprecedented global popularity, driven by streaming platforms and cross-cultural collaborations. HYBE’s move reflects a growing recognition of Africa as a key growth market in the global music industry.