South African musical sensation Tyla is set to become the first African artist supported under HYBE’s new expansion into the continent’s growing music industry.
The announcement, made last week, marks a significant movement of African and diaspora music into the global sphere as HYBE sets out to partner with two of the most influential voices shaping this sector of the industry today: Brandon Hixon and Colin Gayle.
Building infrastructure for continued African music expansion
Together, the three management stakeholders are launching a global management initiative designed to amplify African artists, develop cross-cultural storytelling and build long-term creative partnerships across the US, Asia and the world, according to a press release.
Grammy award winner Tyla will be the first artist to be supported under this expanded vision, guided by Hixon and Gayle, with HYBE providing additional global reach.
According to Forbes, the entertainment giant behind the likes of BTS, SEVENTEEN and KATSEYE is said to be supplying international infrastructure for artists including touring, marketing, digital strategy, multimedia production, brand partnerships and creative development.
Hixon and Gayle will retain day-to-day artistic stewardship alongside Tyla.
“This partnership represents a pivotal moment in HYBE’s global expansion strategy,” said Jason Jaesang Lee, HYBE CEO, in a statement.
“By combining their expertise with our global network and resources, we will establish a strategic, sustainable bridge designed to amplify authentic African voices and artistry to fans across the world.”
Deal with Tyla not a recording deal
The company emphasised an important nuance to the partnership, stating that it does not entail Tyla signing to HYBE as a recording artist, but rather that HYBE is providing global management support and building infrastructure around African talent with her as the first major partner in that strategy.
“Our work has always been about connecting great artists with the world in the right way,” said Hixon.
“HYBE brings a global perspective that complements how Colin and I build. Together, we can help artists move freely and tell their stories on the biggest stages.”
“We’re entering a moment where African artists have unlimited potential,” added Gayle.
“With HYBE’s collaborative support, we can help them expand their reach while staying true to the roots that make this music extraordinary.”
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Global growth of African and diaspora music
African music continues to surge worldwide, with Tyla just one of many African artists who have exported themselves internationally of late, such as Burna Boy, Davido, Tems and Rema, amongst many others.
The expansion, powered by genres like Afrobeats and Amapiano, is also propelled by social media platforms such as TikTok, YouTube and Instagram Reels.
HYBE’s partnership with Tyla is thus a strategic move as global streaming revenue for African genres is projected to rise sharply in the coming years, and the demand for infrastructure that brings authenticity and international strategy together has never been stronger.
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