HYBE announced the establishment of a new joint venture, NFO LLC, and will take charge of the global management of pop star Tyla. Tyla is a Gen Z singer-songwriter born in 2002 who won the 'Best African Music Performance' category at the 2024 Grammy Awards. Hailing from South Africa, he gained worldwide popularity with his 2023 single "Water," which reached number 7 on the US Billboard main song chart, the Hot 100. Additionally, Tyla's full-length album "TYLA," released in March 2024, entered the Billboard 200 at number 24 and earned Gold certification from the Recording Industry Association of America the same year.

Tyla's music is characterized by a fresh sound that blends Afrobeats, Amapiano, pop, and R&B. His cumulative music streams exceed 3 billion on Spotify alone. HYBE plans to provide integrated support in key areas essential for artist growth, including global management, touring, marketing, and promotion. The company also aims to explore synergies across various business sectors such as recording, publishing, brand partnerships, and merchandise, while establishing a system to discover and nurture emerging artists in Africa, contributing to the strengthening of the local music ecosystem.

HYBE founded NFO LLC together with African music industry veterans Brandon Hixon and Colin Gayle, both of whom possess extensive experience and networks across the global music industry. Alongside Jen McDaniels, head of HYBE America Management, they will complete the vision and diversified portfolio of NFO LLC.

HYBE CEO Jae-sang Lee stated, "This partnership marks a significant turning point in HYBE's global expansion strategy. By combining the expertise of Brandon Hixon and Colin Gayle with HYBE's global network and resources, we will build a sustainable connection that allows African artists' artistic talents to be widely recognized by fans worldwide."

Hixon and Gayle said, "The launch of NFO LLC will serve as a powerful foothold for HYBE to strengthen its presence in the rapidly growing African music market and the Afrobeats genre. The ability to leverage HYBE's world-class talent and infrastructure presents a tremendous opportunity and competitive advantage for both K-pop and African music."

Through Chairman Bang Si-hyuk's "Multi-home, multi-genre" strategy, HYBE plans to expand beyond North and South America, Japan, and India into the African music market. According to a World Bank report analyzing the African music industry, streaming revenue for African music in the US is projected to reach approximately $500 million by 2025, a fivefold increase compared to 2017. The spread of digital platforms such as YouTube and TikTok is driving the international rise of African artists.

The establishment of the Grammy category for 'Best African Music Performance' and Billboard's new 'U.S. Afrobeats Songs Chart' reflects the growing commercial impact of the African genre. HYBE is expanding its influence by transplanting the K-pop production system into the global market. HYBE America and Geffen Records have produced the top-tier girl group KATSEYE, while HYBE Japan's boy groups &TEAM and AOEN are on successful trajectories.

HYBE Latin America recently debuted boy group SANTOS BRAVOS and band Musza. In September, HYBE also established HYBE India, signaling entry into the market of 1.4 billion people. HYBE's global strategy is expected to have a positive impact on the African music market as well.