K-Pop giant Hybe expands into the African music market with Tyla partnership

On Monday, December 15, South Korean entertainment company Hybe announced a partnership with Grammy award-winning superstar Tyla, and there are layers to this global partnership that many people have confused with the 23-year-old singer changing management.

Rest assured, Tyla is still with her managers, Brandon Hixon and Colin Gayle of African Creative Agency. This is not a takeover or a reshuffle behind the scenes.

Instead, the company behind global K-pop powerhouses like BTS, Tomorrow X Together and KATSEYE is making a deliberate move into the African music market, with Tyla becoming their first but not last major artist to receive support under this new strategy.

So what exactly is Hybe’s role in the partnership?

The partnership sees Hybe working alongside Hixon and Gayle in a co-management structure.

They’ll be involved in day-to-day creative decisions, while the artistic direction remains firmly with Tyla’s existing team. 

Hybe comes in on the global infrastructure side, offering support that includes international touring, marketing, digital strategy, multimedia production, brand partnerships and long-term creative development.

In simple terms, Hybe is helping open doors on a global scale, not changing who holds the keys.

Hybe ceo Jason Jaesang Lee described the partnership as a key moment in the company’s global expansion, highlighting the importance of working with leaders who understand African music.

“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.”

Hixon added to that sentiment, explaining that the collaboration allows artists to move freely on the world stage without losing the essence of who they are.

Gayle also added that African artists are entering a moment of unlimited potential, and that global reach should never come at the cost of authenticity.

This partnership is a no-brainer since Tyla is already one of South Africa’s most successful global exports. 

She has a Grammy win, a Forbes 30 Under 30 nod and a sound like no other, which continues to move away from genre boxes while still being rooted in her home country influence.

What this means for the African music market

This partnership is bigger than one artist. As per Hybe’s press release, “This partnership signals a new era of Black-led creative leadership joining forces with a global entertainment powerhouse to elevate African artistry with integrity, scale, and intention.”

The entertainment company is not just testing the waters. This is the first step in what has been described as a long-term pipeline for emerging and established African talent. By starting with Tyla, Hybe is showing serious intent and a willingness to invest in African talent.

For African artists, this could mean better access to global touring and stronger marketing support in international territories.