Hybe partners Tyla in strategic move into African music market

The partnership was announced on 15 December, prompting speculation that the 23-year-old artist had changed management. However, Tyla remains under the management of Brandon Hixon and Colin Gayle of African Creative Agency, and no takeover or restructuring of her existing team has taken place.

Hybe, the company behind global K-pop acts such as BTS, Tomorrow X Together and KATSEYE, is working with Tyla through a co-management arrangement. Under this structure, Hybe will collaborate with her current managers while artistic direction continues to be led by Tyla’s established team.

The partnership focuses on expanding Tyla’s global reach through Hybe’s international infrastructure. The company is expected to support areas including international touring, global marketing, digital strategy, multimedia production, brand partnerships and long-term creative development.

Industry observers view the collaboration as part of Hybe’s broader strategy to engage more directly with African music and artists. Tyla is the first major African artist to be supported under this approach, with indications that further partnerships may follow.

Rather than altering creative control, the arrangement positions Hybe as a global partner providing scale and access, while Tyla’s management retains oversight of her artistic vision and career direction.