HYBE Partners with Acclaimed Music Executives Brandon Hixon and Colin Gayle To Manage Grammy® Award-Winning Artist Tyla and To Build A Global Platform for African Talent

LOS ANGELES--(BUSINESS WIRE)--HYBE today announced a significant expansion into the rapidly growing African music market through a new global management partnership with two of the most influential voices shaping African and diaspora music: Brandon Hixon and Colin Gayle. Together, they are launching a global management initiative designed to amplify African artists, develop cross-cultural storytelling, and build long-term creative pathways across the U.S., Asia, and the world. Under this partnership, HYBE will establish a robust pipeline of emerging and established talent, has the ability to sign new artists, while providing comprehensive international growth support. Tyla will be the first artist supported under this expanded vision. She will continue to be guided by Hixon and Gayle, with HYBE providing additional global reach.

“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.”

“Our work has always been about connecting great artists with the world in the right way,” said Brandon 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,” said Colin Gayle. “With HYBE’s collaborative support, we can help them expand their reach while staying true to the roots that make this music extraordinary.”

Hixon and Gayle have spent their careers pushing African music into the global conversation, developing artists, building platforms, and creating the connective tissue between the continent and the diaspora. Their new partnership with HYBE establishes a forward-looking foundation for artist discovery, management, and storytelling rooted in culture and global ambition. African music continues to surge worldwide, powered by genres like Afrobeats and Amapiano, and propelled by platforms such as TikTok, YouTube, and Reels. With global streaming revenue for African genres projected to rise sharply in the coming years, the demand for infrastructure that brings authenticity and international strategy together has never been stronger. HYBE will provide expanded global support across touring, marketing, digital strategy, multimedia production, brand partnerships, and creative development, all guided by the leadership and vision of Hixon and Gayle, who bring both cultural fluency and a proven ability to guide artists across borders.

Tyla brings a proven global trajectory to HYBE’s ecosystem. She won the inaugural Grammy® Award for Best African Music Performance in 2024 and has surpassed 3 billion total streams. Her breakout single Water became a worldwide viral hit, entering the Billboard Hot 100 as the first track by a South African soloist to chart in 55 years and peaking at No. 7. The single exceeded one billion streams within 18 months, earning multiple certifications including 3x Platinum in the U.S. Her debut album, released in March 2024, debuted at No. 24 on the Billboard 200 and was certified Gold later that year. Her most recent hit, Chanel, has become Tyla's highest charting song since the success of Water, with the video currently garnering over 30 million views and has caused a viral dance craze across social media.

This partnership signals a new era: Black-led creative leadership joining forces with a global entertainment powerhouse to elevate African artistry with integrity, scale, and intention. The partnership also enables cross-artist collaboration within HYBE’s roster and opens doors for future multimedia content, and diversifying HYBE’s global portfolio beyond K-pop.

About HYBE AMERICA
HYBE America, a subsidiary of HYBE Corp., is a leading global entertainment and media company at the intersection of music, film, television, technology, brands, culture and social good. HYBE America drives innovation across the entertainment landscape through its diverse portfolio, including Big Machine Label Group and Quality Control Music in the U.S., and HYBE’s labels in Latin America and the U.S. Hispanic market. The company represents a powerhouse roster of global artists spanning multiple genres and cultures. With headquarters in Los Angeles, HYBE America creates synergistic opportunities for artists, businesses, and brands through its integrated approach to talent development, content creation, and technological innovation that transcends industries.