K-pop Powerhouse Establishes Local Subsidiary in Mexico, Aiming to Leverage Success Model in the Latin Genre

Hybe logo (Hybe)

Hybe, the entertainment company known for managing the globally acclaimed boy band BTS, has unveiled its strategic move into the Latin American music market with the establishment of Hybe Latin America in Mexico. The company expressed its intent to tap into one of the world's fastest-expanding music markets, citing the new regional division as the local office for artists under Hybe Labels, its multifaceted management arm.

The newly formed Hybe Latin America is positioned to serve as a hub for artist recruitment, content development, and collaboration with prominent producers to facilitate training and development tailored to the region's artists. Hybe aims to transplant its successful business methodology from Korea, where it achieved international acclaim through artists such as BTS, Tomorrow X Together, and NewJeans, into the vibrant Latin music genre. 

▲ Hybe logo (Hybe)

Isaac Lee, founder of Exile Contents and former chief content officer for TelevisaUnivision, a leading Spanish-language media conglomerate, has been appointed to lead the board of Hybe's Latin American unit. Leveraging his experience in producing global content distributed by platforms like Netflix, Amazon, and Disney, Lee's involvement signals potential collaboration with Exile Content, indicating a significant partnership on the horizon.

Ahead of the official launch, Hybe Latin America has already integrated Exile's music arm, Exile Music, marking Hybe's inaugural acquisition of a Latin American firm. This move is aligned with Hybe's strategy to bolster its foothold in the Latin American music landscape.

Notably, the Latin music genre demonstrated robust growth, reaching approximately $1.1 billion in the United States, the world's leading music market, in 2022. The Recording Industry Association of America reported a 24 percent year-on-year increase, surpassing the global music market's 9 percent annual growth rate.

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