HYBE
South Korean multi-label entertainment group (K-pop, BTS) that entered African talent management via a December 2025 joint venture with local partners.
- Based in
- Seoul, South Korea
- Founded
- Not established from the sources reviewed for this record.
- Website
- hybecorp.com
HYBE Co., Ltd. is a South Korean entertainment company headquartered in Seoul, built on the K-pop group BTS and now operating as a multi-label group under founder and chairman Bang Si-hyuk’s “multi-home, multi-genre” strategy, with labels and joint ventures spanning Korea, Japan and the United States.
On 15 December 2025 HYBE formed a joint venture, NFO LLC, with Brandon Hixon of We Make Music and Colin Gayle of Africa Creative Agency, entering a global management partnership centred on South African artist Tyla. HYBE CEO Lee Jae-sang (Jason Jaesang Lee) called it “an important turning point in Hybe’s global expansion strategy.” Jennifer McDaniels, president of management at HYBE America, works alongside Hixon and Gayle inside the venture.
The partnership covers global management, touring, marketing, promotion, digital strategy, multimedia production and brand partnerships, with HYBE stating it plans to explore further synergies in recording, publishing and merchandise. No financial terms, equity split or ownership percentage in NFO LLC have been disclosed in any source reviewed for this record. Tyla continues to be managed day to day by Hixon and Gayle; her recording agreement is unaffected, and her masters remain with FAX Records under exclusive licence to Epic Records.