HYBE is extending its global expansion to Africa, marking the latest chapter in the South Korea-born company’s aggressive push beyond K-pop and its home market.
The music giant has just announced a new global management partnership with Brandon Hixon and Colin Gayle, the co-managers of Grammy-winning South African star Tyla, with the move aligning with CEO Jason Jaesang Lee’s aforementioned “multi-home, multi-genre” strategy, following recent expansions into China and India in 2025 and earlier moves into Japan, the U.S., as well as Latin America.
Under the deal, both Hixon and Gayle will spearhead a new management initiative focused on developing Africa-based artists for international markets. On HYBE’s end, they will support across touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development, while retaining the ability to sign new artists and build what it calls a “robust pipeline” of talent across Africa and its diaspora.
South-African pop sensation, Tyla, is set to be the first artist supported under the partnership, and will continue to be managed by Hixon’s We Make Music and Gayle’s Africa Creative Agency, but this time, HYBE is adding more to her global reach. The partnership, said Lee, represents “Black-led creative leadership joining forces with a global entertainment powerhouse,” while opening doors for cross-roster collaborations and future multimedia projects beyond K-pop.
Adding further, he stated: “The partnership also enables cross-artist collaboration within HYBE’s roster and opens doors for future multimedia content, and diversifying HYBE’s global portfolio beyond K-pop. 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. “This partnership represents a pivotal moment in HYBE’s global expansion strategy. 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,” Lee continued.
Hixon also noted his excitement at the partnership, mentioning, “Our work has always been about connecting great artists with the world in the right way. 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.” Gayle also added, “We’re entering a moment where African artists have unlimited potential. With HYBE’s collaborative support, we can help them expand their reach while staying true to the roots that make this music extraordinary.”
The Africa move follows HYBE’s established playbook of pairing local expertise with its global infrastructure, but with a notable twist. Unlike its other regional expansions — often centered on building talent from the ground up using K-pop-style training systems — this initiative is anchored by proven management partners and an already-successful global artist. The approach signals a more flexible, market-specific expansion model.
Most recently, Tyla visited the Philippines for the first-time ever as part of her ‘We Wanna Party’ World Tour, drawing nearly 20,000 attendees to the Mall of Asia Arena. On last week’s Billboard Philippines Hot 100 (dated December 13, 2025), the beloved pop star has reached a new peak position of No. 11 on the charts with her latest hit single, “Chanel,” which has continued to dominate airwaves across the country.