HYBE Launches New Projects Targeting the Latin American Music Market
HYBE is set to roll out a series of projects aimed at strengthening its presence in the rapidly growing Latin American music market. This initiative is part of a broader strategy to diversify its portfolio across multiple languages and genres through a 'multi-home, multi-genre' approach.
The first project is a Latin band audition titled 'PASE A LA FAMA' (Path to Fame), which will premiere on June 8. The selection process for band members will be broadcast on Telemundo, NBCUniversal's Spanish-language network. Participants from various countries, including Mexico, Spain, and Brazil, will compete, with three teams ultimately being chosen. Viewers will have the opportunity to follow the contestants' journeys on air.
In addition, an audition program for forming a Latin boy group will also be unveiled soon. From a pool of applicants across Latin America and the United States, 300 candidates have been selected, with 16 finalists set to undergo intensive training at a camp in Mexico.
Both auditions share a common feature: all participants will undergo a mentorship training program. This initiative aims to apply K-pop methodologies to maximize the artistic talents of participants within the Latin music genre.
HYBE's focus on the Latin market represents an expansion of its global artist production capabilities, previously honed through the English-speaking girl group project KATSEYE. This move signifies a shift from an Asia-centric K-pop production model to a more inclusive, multilingual, and multi-regional framework.
Through these Latin auditions, HYBE is expected to complete a global lineup that connects Asia, the U.S., and Latin America. This will include K-pop artists like BTS (방탄소년단) and SEVENTEEN, the Japanese localization group &TEAM, and now a range of Spanish-speaking artists.
The reason behind HYBE's investment in the Latin market is its remarkable growth rate. According to the International Federation of the Phonographic Industry (IFPI), the Latin American region saw a 22.5% growth in 2024 compared to the previous year, marking 15 consecutive years of growth. This figure significantly surpasses the global average growth rate of 4.8%. Notably, Mexico, where HYBE Latin America is based, has recently entered the ranks of the world's top 10 music markets.
Moreover, Latin music has the advantage of appealing to both South America and the U.S. According to U.S. government statistics, as of July 2023, the Hispanic population in the U.S. stands at 65.2 million, making up 19.5% of the total population and the largest ethnic minority. The growth rate of the Hispanic population is nine times that of the non-Hispanic population, allowing Latin music artists to target both markets simultaneously.
In recent years, the U.S. Latin music market has experienced rapid growth. The Recording Industry Association of America (RIAA) reported that Latin music revenue in the U.S. reached $1.09 billion in 2022, $1.4 billion in 2023, and is projected to hit $1.42 billion in 2024. Artists like Bad Bunny and Karol G have made significant impacts on the U.S. Billboard charts with their Spanish-language songs.
Gah Jong-hyun, CEO of HYBE Latin America, expressed optimism about discovering and nurturing the next generation of global Latin artists based on HYBE's top-tier production capabilities. He stated that this audition project will enhance HYBE's global business capabilities by strengthening the triangular connection between Asia, English-speaking regions, and Spanish-speaking areas.
To expand its influence in Latin America, HYBE established a local subsidiary in 2023 and strengthened its business foundation by acquiring Exile Music, a company active in recording, music publishing, artist management, and concert planning.
