HYBE's 'K-밥' Strategy Ignites Latin Music Scene with 'Pase a la Fama' Success

Sizzling salsa and rumba rhythms infused with catchy yet emotional grooves filled the stage, captivating the audience. The fusion of traditional instruments like accordion, saxophone, and bajo quinto with modern sounds of electric bass and drums created an intoxicating atmosphere.

The finale of HYBE Latin America's audition program, 'Pase a la Fama', was a true festival, where the allure of a $100,000 prize and a golden ticket to debut seemed secondary to the sheer passion on display. Rodolfo Blackmore, bassist for the winning team Musza, reflected, "It was completely different from anything we'd experienced before. It was intense, emotionally charged, and pushed us beyond our limits."

As HYBE intensifies its foray into the Latin music market, Bang Si-hyuk's 'K-밥 methodology' is once again gaining traction. This expansion of 'Korean-style audition culture' enhances the prospects for Latin musicians to reach a global audience. HYBE's 'Multi-home, multi-genre' strategy is not only globalizing the K-pop production system but also injecting vitality into the local music industry.

The success of 'Pase a la Fama', which chronicled the formation and growth of talented local musicians through competition and training, is a testament to this approach. The program, aired on the U.S. Spanish-language network Telemundo, generated significant buzz from its premiere, topping viewership ratings for Spanish-language programs in its time slot with an average of 200,000 viewers aged 18-49 and a total of 688,000 viewers.

Jaekyu Kang, CEO of HYBE Latin America, stated, "Not only the winning team Musza, but most bands that participated in the audition program have secured a solid fanbase by building their unique charm and narratives." He added, "The success of 'Pase a la Fama' is significant not just as a hit audition program, but as the first step in establishing a differentiated Latin music ecosystem. There is immense interest from local media in the 'K-pop production system' that comprehensively covers everything from artist development and top-tier music production to content management and interactive fan experiences."

HYBE Latin America has launched a new label, S1ENTO Records, and signed the winning team Musza, along with finalists Grupo Destino and popular contestant Low Clika, generating anticipation for their future endeavors.

HYBE Latin America is establishing a systematic management structure for artists discovered through this audition program. This initiative aims to create synergy by transplanting the advanced K-pop system into the local music market. In the future, HYBE Latin America plans to strengthen its global presence by introducing content across a wider range of genres and formats.