HYBE is launching a series of projects targeting the South American music market. This is aimed at strengthening its position in the Latin market, which is the fastest-growing segment within the global music industry. Through the 'multi home·multi genre' strategy that diversifies languages, genres, and bases, it is an initiative to expand its portfolio based on multilingual and multi-regional foundations.

HYBE Latin America is preparing two projects. First, the Latin band audition 'PASE A LA FAMA (The Road to Stardom)' will be broadcast starting on the 8th. The process of selecting members to form the band will be aired through the Spanish broadcaster Telemundo, part of NBCUniversal. Participants from various countries including Mexico, Spain, and Brazil will compete, and three final teams are expected to be selected. Viewers will be able to watch the challenges of the audition participants through the broadcast.

In addition, an audition program for forming a Latin boy group will also be unveiled soon. In this audition, 300 candidates have been selected from applicants across Latin America and the United States. The final 16 finalists will receive intensive training at a dormitory located in Mexico.

Both auditions share a common aspect. All participants will undergo a training process that includes mentorship. This is an attempt to apply K-pop methodologies to enhance the artistic talent in the Latin music genre.

HYBE's strategy for the Latin region can be seen as an expansion of global artist production capabilities accumulated through the English-speaking girl group KATSEYE project into Spanish-speaking regions. It goes beyond the Asia-centric K-pop production formula, officially launching a multi home·multi genre system based on multilingual and multi-base structures.

Through this Latin audition, HYBE is expected to complete a global lineup connecting Asia, the U.S., and Latin America. This will include K-pop artists like BTS and SEVENTEEN, along with the local Japanese group &TEAM and multiple Spanish-speaking artists.



HYBE is focusing on the Latin market because of its unique growth rate. According to the International Federation of the Phonographic Industry (IFPI), the Latin American region is expected to grow by 22.5% in 2024 compared to the previous year. This marks 15 consecutive years of growth. This figure far exceeds the global average growth rate of 4.8% during the same period. Notably, Mexico, where HYBE Latin America is based, is on track to enter the top 10 music markets worldwide due to the expanding market size.

Moreover, Latin music has the strength to target both South America and the mainland United States simultaneously. According to U.S. government statistics, as of July 2023, the Hispanic population in the U.S. stands at 65.2 million, comprising 19.5% of the total population. This is the largest among ethnic minorities in the U.S. The growth rate of the Hispanic population in the U.S. is also nine times that of the non-Hispanic population. This means that a single Latin music artist's intellectual property (IP) can target both markets simultaneously.

In fact, the Latin music market in the U.S. has shown rapid growth in recent years. According to a report by the Recording Industry Association of America (RIAA), Latin music revenue in the U.S. reached $1.09 billion (1.5 trillion won) in 2022, $1.4 billion (1.9 trillion won) in 2023, and is projected to reach $1.42 billion (2 trillion won) in 2024. Artists like Bad Bunny from Puerto Rico and Karol G from Colombia have also made their way to the top of the U.S. Billboard charts with Spanish songs.

Kang Jong-hyun, CEO of HYBE Latin America, said, "We expect that based on HYBE's top-tier production capabilities, we will be able to discover and cultivate the next generation of global Latin artists." He added, "Through this audition project, HYBE will strengthen the triangular connection between Asia, the English-speaking world, and the Spanish-speaking market, elevating its global business capabilities further."

To expand its influence in Latin America, HYBE established a local subsidiary in 2023. Then, by acquiring Exile Music, which has been active in various areas of music such as recording, digital music publishing, artist management, and concert planning, it has solidified its local business foundation.

[Photo] HYBE

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