HYBE is making a bold move into Africa’s booming music market through a global management partnership with industry veterans Brandon Hixon and Colin Gayle, the Korean company announced Monday.
The collaboration aims to amplify African artists, foster cross-cultural storytelling and create long-term creative pathways across the U.S., Asia and beyond. Under the initiative, HYBE will build a pipeline for emerging and established talent, sign new artists and provide comprehensive international support. Tyla, the Grammy-winning South African star behind hits including “Water” and “PUSH 2 START,” will be the first artist supported under the initiative. She’ll remain under the guidance of Hixon and Gayle, with HYBE adding global scale and resources to her team.
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Hixon and Gayle bring decades of experience championing African music globally, and their alliance with HYBE signals a new era of Black-led creative leadership joining forces with a global entertainment powerhouse. The partnership will deliver expanded resources in touring, marketing, digital strategy, multimedia production and brand partnerships, while enabling cross-artist collaborations within HYBE’s roster.
Hixon and Gayle bring decades of experience elevating African music on a global stage, and their partnership with HYBE marks a new chapter of Black-led creative leadership aligned with a major entertainment company. The alliance will provide expanded support across touring, marketing, digital strategy, production and branding deals, while also opening the door to collaborations with artists across HYBE’s global roster.
“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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African music’s global surge — fueled by Afrobeats, Amapiano and platforms like TikTok and YouTube — is driving demand for infrastructure that can scale internationally. IFPI’s 2025 Global Music Report underscores this momentum: Sub-Saharan Africa posted a 22.6% revenue increase last year, surpassing $100 million, while North Africa contributed to MENA’s 22.8% growth.
“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,” said Jason Jaesang Lee, CEO of HYBE. “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.”
In November, HYBE reported Q3 revenue up 38% year-over-year to 727.2 billion Korean won ($519 million), powered by concert income from BTS’ Jin, SEVENTEEN and TXT.
