HYBE announced on the 16th that it has established a new joint venture, NFO LLC, and will take charge of global management for pop star Tyla.
Tyla is a South African singer songwriter born in 2002. She won the Best African Music Performance award at the 2024 Grammy Awards. Her 2023 single ‘Water’ reached No. 7 on the US Billboard Hot 100 chart.
Her self titled full length album ‘TYLA’, released in March 2024, debuted at No. 24 on the Billboard 200 and received Gold certification from the Recording Industry Association of America in the same year. Known for blending Afrobeats, Amapiano, pop, and R&B, Tyla has amassed over 3 billion cumulative streams on Spotify.
HYBE plans to provide integrated support for Tyla’s artist activities, with a focus on global management, including touring, marketing, and promotion. The company will also collaborate across business areas such as recording, publishing, brand partnerships, and merchandise. In addition, HYBE aims to establish a system for discovering and nurturing emerging artists from Africa.
To support this initiative, HYBE formed NFO LLC in partnership with African music industry veterans Brandon Hickson and Colin Gayle. The two will participate in operating the joint venture alongside Jen McDaniels, CEO of HYBE America Management.
HYBE CEO Lee Jae Sang said, “This partnership marks an important milestone in HYBE’s global expansion strategy. We will build a foundation that allows African artists to remain continuously connected to the global market.”
HYBE continues to expand its presence in global markets based on its K pop production system. Through HYBE America and Geffen Records, the company launched girl group KATSEYE, while debuting &TEAM and AOEN in Japan and Santos Bravos in Latin America.
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