Ariana Grande Joins Weverse “Will This Turn Things Around for HYBE?”
In 2021, HYBE began its foray into the global market by acquiring Ithaca Holdings, the agency representing global pop star Ariana Grande
However, just two years later, rumors of a split between Ariana Grande and Ithaca Holdings surfaced, raising questions about HYBE’s 1 trillion won investment.
Then, on June 12th (KST), Scooter Braun, the president of Ithaca Holdings, made a surprise announcement on his SNS. He revealed that Ariana Grande would be joining HYBE’s platform Weverse.
Weverse is a space where HYBE’s various artists and fans can communicate online, and it also serves as a platform for selling albums and various merchandise. Along with this announcement, it was also shared that Ariana Grande’s beauty brand, R.E.M. Beauty, will be actively marketed, creating an enthusiastic response from fans both domestically and internationally.
Although Weverse is a core part of HYBE’s business, it has primarily focused on K-POP fans, limiting its global market reach. The addition of global pop star Ariana Grande is expected to attract a significant number of international users.
