Tyla’s global rise just picked up even more momentum.

The GRAMMY-winning South African belle is stepping into a new chapter as HYBE quietly makes a significant play in the African music space, with her positioned firmly at the center of it all. Rather than a traditional label deal, the move signals something broader, placing the spotlight on long-term global strategy and cultural reach.

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The K-pop giant has partnered with Tyla’s longtime managers, Brandon Hixon and Colin Gayle, aligning with the team that has steered her breakout success to date.

While the singer remains under the day-to-day guidance of her longtime career shepherds, HYBE now brings its expansive global infrastructure into the mix, spanning touring, branding, marketing, and multimedia development.

Notably, the ‘Chanel’ cooer becomes the first artist supported under this newly launched African-focal drive, a signal of how highly HYBE views her international trajectory.

Announced following the wrap of her ‘We Wanna Party Tour,’ which saw her venture to Asia, the pact also opens the door for wider collaboration across HYBE’s global roster (which includes BTS, SEVENTEEN, TXT, Le Sserafim, ENHYPEN, NewJeans, ILLIT, and BOYNEXTDOOR), while laying groundwork for Tyla and rising African talent.

Exciting times!

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