Hybe-Tyla Deal marks a significant global management move as the entertainment company expands beyond its K-pop roots. On Tuesday, Hybe announced a joint venture and worldwide management partnership with Grammy-winning pop artist Tyla, underscoring its ambition to diversify genres and strengthen its international presence.
The agreement places Tyla, a South African singer-songwriter born in 2002, under Hybe’s global management structure. Moreover, her 2024 Grammy Award for best African music performance helped elevate her profile across major international markets. As a result, Hybe views her career momentum as a strategic opportunity for broader global engagement.
Under the partnership, Hybe will oversee touring, marketing, and promotional activities while supporting long-term career planning. Additionally, the company intends to develop recording projects, publishing opportunities, merchandise initiatives, and brand partnerships. These efforts aim to align commercial growth with creative development across multiple regions.
At the same time, Hybe plans to invest in systems that identify and nurture emerging African artists. Consequently, the company seeks to strengthen regional music ecosystems while connecting local talent to global audiences. This approach reflects Hybe’s broader commitment to sustainable international artist development.
The partnership also includes the formation of NFO LLC, a joint venture led by African music industry veterans Brandon Hixon and Colin Gayle. Both executives bring decades of experience and extensive global networks within African pop and Afrobeats markets. Therefore, Hybe expects deeper regional insight and faster market access through their leadership.
Furthermore, Hixon and Gayle will work closely with Jennifer McDaniels, president of management at Hybe America. Together, they plan to shape strategic direction while building a diversified, multi-genre artist portfolio. This structure supports coordinated decision-making across international markets.
Hybe CEO Lee Jae-sang described the deal as a key milestone in the company’s global expansion strategy. He emphasized combining African industry expertise with Hybe’s infrastructure to help artists reach fans worldwide. As a result, the company aims to build lasting bridges between regional creativity and global fandoms.
Meanwhile, Hixon and Gayle highlighted opportunities for cross-genre collaboration between African music and established global pop systems. They noted Hybe’s production model enables creative experimentation while maintaining commercial scalability. Therefore, the partnership encourages innovation across regions and musical styles.
The move also aligns with chair Bang Si-hyuk’s multi-home, multi-genre strategy shaping Hybe’s global direction. As digital platforms continue driving international music discovery, Hybe positions itself as a diversified global entertainment company. Looking ahead, executives expect the Hybe-Tyla deal to support long-term growth across evolving music markets.
