Hybe’s Strategic Expansion into the Latin Music Market
How K-pop’s Giant is Cementing its Influence in Growing Latin America Music Scene
Hybe’s New Ventures in Latin America
Hybe Corporation has set its sights on the Latin American music market with a series of strategic projects aimed at expanding their influence in this rapidly growing sector. With multi-home and multi-genre approaches, Hybe is diversifying its portfolio to create a multilanguage, multi-regional artist base.
Pa’lante a la Fama – A Latin Band Audition
One of Hybe’s initial projects is Pa’lante a la Fama, a Latin band audition program that is set to air on October 8 via Telemundo, part of NBCUniversal’s Spanish-language broadcast network. In this program, contestants from countries like Mexico, Brazil, and Spain will compete to form a Latin band. Viewers will witness their journey as they vie for a spot among the final three teams.
Latin Boy Band Formation
In parallel, an audition program for forming a Latin boy group is underway. From thousands, 300 candidates were chosen across Latin America and the United States. Sixteen finalists will be trained intensively in a camp located in Mexico.
K-pop Training Meets Latin Rhythm
Both programs share a critical component: a mentorship-driven training process that utilizes K-pop methodologies to enhance the talents of Latin artists. Hybe’s expertise in global artist production, honed through projects like the English girl group KATSEYE, is now expanding into Spanish-speaking communities.
Building a Global Triangle
This marks Hybe’s determination to establish a global lineup that connects Asia, the United States, and Latin America. With dominant acts like BTS and SEVENTEEN, along with regional groups like &TEAM and KATSEYE, Hybe is poised to introduce a new wave of Spanish-based artists.
The Booming Latin Market
Why focus on Latin markets? According to the International Federation of the Phonographic Industry (IFPI), Latin America’s market grew by 22.5% in 2024, outpacing the global average of 4.8%. Mexico, in particular, is becoming a key player, having broken into the world’s top 10 music markets.
Moreover, the Hispanic demographic is substantial in the U.S., comprising 19.5% of the total population in 2023. This growth highlights the dual-market potential for artists who can engage both American and Latin audiences simultaneously.
Surging Success in Latin Music
The Latin music scene in the U.S. has seen significant gains recently. RIAA reports show revenues at $1.09 billion in 2022, $1.4 billion in 2023, and a projected $1.42 billion in 2024. Artists like Bad Bunny and Karol G are achieving top chart rankings with Spanish hits.
Hybe Latin America’s CEO, Gajonghyeon, stated, “With our first-rate production capabilities, we anticipate nurturing the next generation of global Latin artists. Our auditions reinforce the triangular connections between Asia, English and Spanish-speaking regions, elevating our operational capabilities worldwide.”
In their pursuit to solidify influence, Hybe established a local branch in 2023. By acquiring Exile Music, a company involved in recording, publishing, management, and event planning, Hybe is cementing its foundation in the region.
