HYBE Establishes NFO LLC to Manage Global Pop Sensation Tyla

Global entertainment powerhouse HYBE has announced the establishment of its new joint venture, NFO LLC, which will manage the international career of pop star Tyla. This move signifies HYBE's expanding ambitions beyond K-pop into the global music arena.

Tyla, a Grammy-winning Z-세대 singer-songwriter, is set to have her global management handled by the newly formed entity. The 2002-born artist has rapidly gained international acclaim.

Originally from South Africa, Tyla's 2023 single 'Water' soared to number 7 on the U.S. Billboard Hot 100 chart, marking her global breakthrough. Her debut full-length album, 'TYLA,' released in March 2024, debuted at number 24 on the Billboard 200 and has since earned a Gold certification from the RIAA.

With a unique sound blending Afrobeats, Amapiano, pop, and R&B, Tyla's music has accumulated over 3 billion streams on Spotify alone, solidifying her status as a rising global pop icon.

Through NFO LLC, HYBE will provide comprehensive support for Tyla's career, encompassing global management, touring, marketing, and promotions. The company also aims to foster synergies across various business sectors including recording, publishing, brand partnerships, and merchandise, while also establishing a system for discovering and nurturing emerging African artists.

To spearhead this initiative, HYBE has partnered with African music industry veterans Brandon Hixon and Colin Gayle. Bringing extensive experience and networks in the global music industry, they will work alongside Jen McDaniels, President of HYBE America Management, to shape NFO LLC's vision and diverse portfolio.

Lee Jae-sang, CEO of HYBE, 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 sustainable connections to ensure African artists' talents reach fans worldwide."

Hixon and Gayle added, "The launch of NFO LLC will serve as a powerful platform to enhance HYBE's presence in the rapidly growing African music market and the Afrobeats genre. Leveraging HYBE's world-class talent and infrastructure presents a tremendous opportunity and competitive advantage for both K-pop and African music, promising positive synergistic outcomes."

HYPE has previously demonstrated its 'multi-home, multi-genre' strategy through successful ventures like the U.S.-based girl group KATSEYE, Japanese boy group &TEAM and AOEN, and Latin American boy group SANTOS BRAVOS. The expansion into the African music market with Tyla is anticipated to be another significant milestone.

Fans are buzzing with excitement, with comments like "Wow, Tyla joining HYBE is so exciting!", "HYBE is finally targeting the African market", and "Is Tyla going to become a world star with the K-pop system?" flooding social media.