Hybe forms global management partnership with Grammy-winning singer Tyla

Hybe has announced the formation of a new joint venture, NFO LLC, and a global management partnership with South African singer-songwriter Tyla. The move marks Hybe’s latest effort to expand beyond K-pop into international music markets.

Tyla, born in 2002, won best African music performance at the 2024 Grammy Awards and has become a prominent Gen Z pop artist worldwide. Under the partnership, Hybe will manage Tyla’s global activities and provide integrated support across touring, marketing, promotion, recording, publishing, brand partnerships and merchandise.

The company also plans to develop systems to discover and nurture emerging African artists, supporting growth within local music ecosystems.

NFO LLC was established alongside Brandon Hixon and Colin Gayle, veterans of the African music industry with extensive global networks. The two will work closely with Jennifer McDaniels, president of management at Hybe America, to shape the joint venture’s vision and portfolio.

Hybe CEO Lee Jae-sang described the partnership as “an important turning point in Hybe’s global expansion strategy.” He said, “By combining the expertise of Brandon Hixon and Colin Gayle with Hybe’s global network and resources, we aim to build a sustainable bridge that allows the artistic talents of African artists to reach fans around the world.” Hixon and Gayle added that NFO LLC would provide a strong platform to expand Hybe’s presence in African music and Afrobeats markets.

The partnership aligns with Hybe chair Bang Si-hyuk’s “multi-home, multi-genre” strategy, following previous projects including the US-based girl group Katseye. Industry reports project US streaming revenue for African music to reach approximately $500 million in 2025, driven by platforms such as YouTube and TikTok, and new Billboard and Grammy categories highlight the genre’s growing influence.

Hybe has extended its K-pop production model into other markets through initiatives in Japan, Latin America and India, reflecting its global ambitions in music production and artist development.