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HYBE Expands Into Africa
December18
South Korea-founded entertainment company HYBE has announced a new global management partnership with Brandon Hixon and Colin Gayle, marking its latest step in international expansion and its first formal move into Africa.
The partnership, revealed on December 15, brings HYBE together with Hixon and Gayle, the co-managers of Grammy Award–winning South African artist Tyla.
The initiative will focus on developing Africa-based artists for international markets, with HYBE providing global support across touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development.
Hixon and Gayle will lead the management operation, which will have the ability to sign new artists and build what HYBE describes as a pipeline of emerging and established talent across Africa and the global African diaspora.
Tyla will be the first artist supported under the partnership. She will continue to be managed by Hixon (We Make Music) and Gayle (Africa Creative Agency), while HYBE contributes additional global infrastructure and reach.
HYBE CEO Jason Jaesang Lee said the partnership aligns with the company’s long-term international strategy. “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,” Lee said. “By combining their expertise with our global network and resources, we aim to amplify authentic African voices to fans worldwide.”
According to HYBE, the collaboration is designed to support cross-artist collaboration within its wider roster and create opportunities for future multimedia content, while further diversifying the company’s global portfolio beyond K-pop.
The African initiative follows HYBE’s recent expansion across Asia and the Americas. The company established operations in China in April 2025 and launched an Indian subsidiary in Mumbai in September 2025. In November 2023, HYBE entered Latin America through the acquisition of Exile Music, creating HYBE Latin America with offices in Mexico City, Los Angeles, and Miami.
Commenting on the partnership, Colin Gayle said: “We’re entering a moment where African artists have unlimited potential.”
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