HYBE Partners With Music Execs Brandon Hixon, Colin Gayle To Manage Tyla And Amplify African Artists

South Korean-based entertainment company HYBE continues its expansion into other markets and genres, this time in the rapidly growing African music market. The company announced a new global management partnership with Brandon Hixon and Colin Gayle to amplify African artists and build creative pathways across the world, and South African star Tyla will be the first artist supported by HYBE’s vision.

“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,” Jason Jaesang Lee, CEO of HYBE, said in a statement. “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.”

Tyla, a Grammy Award-winning singer-songwriter with over 39 million monthly listeners on Spotify, will continue to be guided by Hixon and Gayle, and HYBE will provide additional global outreach.

“We’re entering a moment where African artists have unlimited potential,” Gayle said. “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 helped make African music break into the global mainstream by developing artists, building platforms and connecting the continent with the diaspora. In partnering with HYBE, the duo can not only build on that work but also work toward the future, discovering new artists and expanding the storytelling rooted in African culture.

“Our work has always been about connecting great artists with the world in the right way,” said 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.”

Powered by genres such as Afrobeats and Amapiano, African music continues to grow globally every year, with online platforms helping African genres to see spikes in streaming revenue and increasing demand. HYBE aims to provide expanded global support through touring, marketing, digital strategy, multimedia production, brand partnerships and creative development.

Tyla is a good start for HYBE in achieving its goal, with the artist surpassing 3 billion global streams and having a viral hit in “Water,” which joined Spotify’s billion streams club.

Since establishing itself as a leader in the K-pop movement, HYBE has expanded in the U.S. and Latin America. The partnership with Black-led creative leadership diversifies HYBE’s global portfolio and enables cross-artist collaboration with other artists within the company’s roster.