▲ The web banner of the exhibition ⓒ Grammy Museum

From August 2, 2024, to September 15, 2024, the GRAMMY Museum in Los Angeles will host a groundbreaking exhibition in collaboration with HYBE Corporation, titled "HYBE: We Believe In Music." This interactive exhibit aims to highlight HYBE’s legacy of innovation and creativity as a global entertainment brand, showcasing artifacts from renowned artists such as BTS, SEVENTEEN, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, and more.

The exhibit, spanning the Museum's 3rd floor, will trace HYBE’s evolution and influence in the music industry. Visitors will have the opportunity to see iconic items such as original outfits worn in notable music videos: “Yet To Come (The Most Beautiful Moment)” by BTS, “MAESTRO” by SEVENTEEN, “Sugar Rush Ride” by TOMORROW X TOGETHER, “Sweet Venom” by ENHYPEN, and “EASY” by LE SSERAFIM. This marks the first time these artifacts are displayed together. 

▲ BTS ⓒ HYBE

Additional highlights include performance gear and accessories worn by artists like ZICO, fromis_9, BOYNEXTDOOR, TWS, &TEAM, and ILLIT. Interactive elements such as a Photoism Booth, where visitors can pose alongside their favorite HYBE artists, and sing-along and dance rooms enhance the immersive experience. Fans can also enjoy exclusive video content featuring producers, artists, and music videos.

The exhibit further celebrates the deep bond between HYBE artists and their fandoms in a dedicated fan section. A special "Mono to Immersive" experience room will feature BTS’s 2022 GRAMMY® performance of "Butter." 

▲ NewJeans ⓒ Ador

However, conspicuously absent from the exhibit is NewJeans, one of HYBE’s rising stars. HYBE has stated that the participation of NewJeans was decided by their label, raising questions among fans about the group's exclusion.

Michael Sticka, President of the GRAMMY Museum, stated, “HYBE and its artists represent the present and future of global music. This exhibit aims to express our gratitude and respect for their contributions. We are delighted to provide a space where fans can experience the innovation of K-pop and feel closer to their favorite artists.” 

▲ Tomorrow by Together ⓒ HYBEKim Tae-ho, COO of HYBE, remarked, "We are thrilled to open this exhibition in partnership with the GRAMMY Museum. It is an honor to showcase our journey and invite fans to experience our history and achievements."

In conjunction with the exhibition, TWS will perform at the GRAMMY Museum's "Global Spin Live" series on August 1, 2024. They will engage with fans through performances, including their mini-album "SUMMER BEAT!" and its title track, “Be My N.”

Sayart / Nao Yim, yimnao@naver.com