K-Pop Giant HYBE Announces Tyla Management Partnership, Platform For African Music
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BusinessHollywood & EntertainmentK-Pop Giant HYBE Announces Tyla Management Partnership, Platform For African MusicByJeff Benjamin,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Jeff Benjamin is a New York-based writer covering global pop music.Follow AuthorDec 15, 2025, 03:45pm ESTDec 15, 2025, 03:55pm ESTTyla attends the 2025 Glamour Women Of The Year Awards at The Plaza Hotel on November 04, 2025 in New York City. (Photo by Taylor Hill/FilmMagic)FilmMagicIn HYBE’s growing effort to expand its roster beyond established acts across Korea, Japan, the U.S., the K-pop conglomerate announced on Monday, December 15, a new strategic expansion into the African music market through a new global partnership with two leaders in African and diaspora music co-managing South Africa’s Grammy-winning and 2025 Forbes 30 Under 30 superstar Tyla.Joining forces with Tyla’s co-managers Brandon Hixon and Colin Gayle, the initiative is revealed as the first step in HYBE’s long-term pipeline for emerging and established African talent. 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, CEO of HYBE. “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.”Brandon Hixon framed the alliance as complementary. “Our work has always been about connecting great artists with the world in the right way,” added the founder of We Make Music, the talent management that also reps De La Soul, Awkwafina and Wild East. “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 Colin Gayle, the founder of Africa Creative Agency, whose services include music, TV, film, and publishing. “With HYBE’s collaborative support, we can help them expand their reach while staying true to the roots that make this music extraordinary.”MORE FOR YOUAs stated in a HYBE press release, “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.”Tyla will be the first artist to receive support under the team-up, continuing to be guided by Hixon and Gayle while gaining access to HYBE’s broad reach, just as her latest single, “Chanel,” is quickly reaching new heights as her next global smash, rising to No. 26 on the Billboard Global 200 chart this past week.The K-pop world is not entirely new territory for Tyla either with the 23-year-old appearing as a guest feature on a track off Alter Ego, the debut solo album from BLACKPINK member Lisa, titled “When I’m With You” earlier this year. Tyla has also linked up and shown support to artists like KISS OF LIFE and BABYMONSTER on social media, while even appearing on South Korean variety shows as a guest on Nothing Much Prepared by viral musician-personality Lee Youngji. HYBE Continues to Go GlobalSantos Bravos visit SiriusXM Studios on October 24, 2025 in Miami Beach, Florida. (Photo by Jason Koerner/Getty Images)Getty ImagesWith just two weeks until the end of the year, the release schedule for HYBE acts has mostly come to a close as the company wraps up the year and focuses on Korea’s year-end award ceremonies and festivals. On December 19, KOZ Entertainment label founder and major artist ZICO is set to release a new collaboration titled “DUET” with YAOSOBI’s ikura. Plus, there are reports and rumors from earlier in the year that 2025 will still produce new releases from SEVENTEEN and Tomorrow X Together.But 2026 will be of key importance for HYBE, as it has confirmed BTS’ highly anticipated comeback for March. Before that, ENHYPEN announced their new EP, THE SIN : VANISH, will be released on Friday, January 16, 2026, targeting the globally focused New Music Friday. The group is celebrating the new release with an online and in-person fan showcase at Korea University’s Hwajeong Tiger Dome in Seoul on release day as well. Plus, SEVENTEEN members Seungkwan and DK confirmed they will be releasing music in a duo sub-unit in January.HYBE has also shared plans for new boy-band and girl-group projects with collaborators like Geffen Records and producer Ryan Tedder, a member of OneRepublic, set to come out in the new year.As well, with this year’s establishments of HYBE China, HYBE India, plus the debut of HYBE Latin America’s boy band Santos Bravos, the company’s worldwide approach to music is only growing its aperture by once again teaming with local leaders in emerging markets with this latest, savvy, strategic partnership.Editorial StandardsReprints & PermissionsLOADING VIDEO PLAYER...FORBES’ FEATURED Video