HYBE has officially announced a major step in its global expansion strategy by forming a new joint venture and taking on the worldwide management of Grammy-winning pop star Tyla.
On the 16th, HYBE revealed that it has established a joint venture, NFO LLC , alongside African music industry veterans Brandon Hixon and Colin Gayle. Through this partnership, HYBE will oversee Tyla’s global management, significantly broadening its footprint in the African and global music markets.
Tyla, born in 2002, is a South African singer-songwriter who represents the rising Z-generation of global pop stars. She won the 2024 Grammy Award for Best African Music Performance , solidifying her position as one of the most influential artists emerging from the continent. Her 2023 breakout single “Water” reached No. 7 on the Billboard Hot 100, quickly turning her into an international sensation.
In March 2024, Tyla released her self-titled debut album TYLA , which debuted at No. 24 on the Billboard 200. The album later earned Gold certification from the Recording Industry Association of America (RIAA). Blending Afrobeats, Amapiano, pop, and R&B, her music has surpassed 3 billion cumulative streams on Spotify, reflecting her rapidly growing global fanbase.
Under the new partnership, HYBE will provide integrated support for Tyla’s career, including global management, touring, marketing, and promotional strategy. The company also plans to collaborate across additional business areas such as recording, publishing, brand partnerships, and merchandise.
Beyond Tyla’s individual career, HYBE aims to leverage this joint venture to discover and develop emerging African artists. By building a structured talent development system in the region, the company hopes to contribute to strengthening the local music ecosystem while connecting African talent with global audiences.
HYBE CEO Lee Jae-sang described the partnership as a pivotal moment in the company’s global strategy. He stated that combining HYBE’s global network and resources with the expertise of Brandon Hixon and Colin Gayle will help create sustainable pathways for African artists to reach fans worldwide.
With this move, HYBE continues to position itself not just as a K-pop powerhouse, but as a global music company actively investing in diverse sounds and regions beyond Korea.
Sources: Daum
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