HYBE is taking a major step into the global African music market. On December 15, the entertainment giant announced a new management partnership with acclaimed music executives Brandon Hixon and Colin Gayle, aiming to build a global platform that amplifies African talent and cross-cultural storytelling. Grammy Award–winning artist Tyla will be the first artist supported under this initiative.
The partnership marks a significant expansion of HYBE’s global strategy. Through the collaboration, HYBE will work alongside Hixon and Gayle to develop emerging and established African artists while providing international growth support across the U.S., Asia, and beyond. While Hixon and Gayle will continue to guide Tyla’s career, HYBE will offer its global infrastructure to expand her reach.
HYBE CEO Jason Jaesang Lee emphasized the importance of the collaboration, calling it a pivotal moment for the company’s global vision. He noted that combining HYBE’s international resources with Hixon and Gayle’s cultural expertise will help amplify authentic African voices on a worldwide scale.
Hixon echoed that sentiment, stating that the partnership aligns with his and Gayle’s long-standing mission to connect African artists with global audiences in meaningful ways. Gayle added that African music has entered a moment of limitless potential, and HYBE’s collaborative approach will allow artists to grow internationally while staying true to their roots.
Hixon and Gayle have played a major role in pushing African and diaspora music into the global spotlight, helping artists navigate international markets while preserving cultural identity. Their partnership with HYBE comes as African genres such as Afrobeats and Amapiano continue to surge worldwide, driven by platforms like TikTok, YouTube, and Instagram Reels. With global streaming revenue for African music projected to rise sharply, the need for infrastructure that balances authenticity with global strategy has never been greater.
HYBE will support the initiative across touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development, all guided by Hixon and Gayle’s leadership.
Tyla’s inclusion underscores the initiative’s momentum. The South African star won the inaugural Grammy Award for Best African Music Performance in 2024 and has surpassed 3 billion total streams. Her breakout hit “Water” became a global phenomenon, peaking at No. 7 on the Billboard Hot 100 and making her the first South African soloist to chart in over five decades. Her debut album, released in March 2024, debuted at No. 24 on the Billboard 200 and later earned Gold certification. Her recent single “Chanel” has continued that success, sparking a viral dance trend and amassing tens of millions of views.
The partnership signals a new chapter for HYBE, uniting Black-led creative leadership with a global entertainment powerhouse to elevate African artistry with scale, integrity, and intention. It also opens the door to future cross-artist collaborations and multimedia projects within HYBE’s broader roster, further diversifying the company’s global portfolio beyond K-Pop.
Source: HYBE
