“The empire BTS built is unbelievable”- Fans react as HYBE enters African music industry, signs Tyla as the first artist 

On Monday, December 15, HYBE officially announced its entry into the African music market by signing its first artist under the new initiative, Tyla. The K-pop agency has reportedly partnered with two of Tyla's co-managers, Brandon Hixon and Colin Gayle, to create the joint venture NFO LLC, which will serve as HYBE's first step in scouting and housing more African talent.

The new venture aims to promote African artists and create pathways for them worldwide, with a specific focus on the USA and Asian countries. Therefore, going forward, HYBE is expected to globally support and promote Tyla, aiding the artist with touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development, while her co-managers will continue to look after the artist's activities as usual.

Here's what HYBE's CEO, Lee Jae-sang, stated regarding their recent expansion into the African music market:

“This partnership represents a pivotal moment in HYBE’s global expansion strategy. We are thrilled to partner with cultural architects like Brandon Hixon and Colin Gayle, whose vision is essential to driving the powerful momentum of African artistry onto the global stage.”

Following the announcement, many fans and netizens were shocked to hear the same. While many were aware of HYBE's consistent ambitions to expand and its global popularity in the music market, people were beyond surprised by the agency bringing in renowned and popular artists like Tyla under them. Naturally, many netizens couldn't help but praise BTS for the same.

Given that BigHit Entertainment was known to be a small company until BTS's debut and subsequent commercial success, many believe that the agency's transition into a multinational music company was due to the consistent and continued impact, influence, and exposure created by the BTS members. Therefore, many hailed the seven K-pop idols for their contribution, leading to the success of HYBE Labels to expand into various international music markets.

Here are a few fan reactions regarding the same:

"the empire bts built is unbelievable. hybe is such a household name and it’s all thanks to them. looking at everything they’ve achieved over the years is honestly mind-blowing. only a handful of artists in history can even compare." said a fan

More fans and netizens expressed their reactions to Tyla joining HYBE Labels as the first artist under their entry into the African music market.

Others also shared their thoughts and opinions regarding the same.

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HYBE comments on their recent partnership with Tyla's managers, Brandon Hixon and Colin Gayle, on expansion into African music market

Tyla is a South African singer and songwriter who's renowned for pop and amapiano music. Following her debut in 2019, the singer has put forth several viral tracks, such as Push 2 Start, Water, and many more, including her recent popular single, Chanel.

However, the artist is also not a newbie to the K-pop industry, as she has not only collaborated with BLACKPINK's Lisa for the track, When I'm With You, but also showcased her support towards artists like KISS OF LIFE, KATSEYE, BABYMONSTER, and more through social media posts. She has also appeared on the South Korean variety show, Nothing Much Prepared by Lee Youngji.

Alongside the announcement of Tyla's collaboration with HYBE Labels, the agency also spoke more about the same during a press release on December 15. Here's what they stated:

"This partnership signals a new era: Black-led creative leadership joining forces with a global entertainment powerhouse to elevate African artistry with integrity, scale, and intention. The partnership also enables cross-artist collaboration within HYBE’s roster and opens doors for future multimedia content, and diversifies HYBE’s global portfolio beyond K-pop.”

On the other hand, both Colin Gayle and Brandon Hixon are looking forward to their partnership with HYBE and are expected to build better platforms, create more exposure, and help promote several new African artists, both existing and emerging.

Edited by Aishwarya Sai