Hive Enters Latin American Music Market... Establishes Local Corporation

Establishment of 'HYBE Latin America'
Partnership with Local Content Companies
Plans for Artist Development and Content Creation

HYBE is making a full-scale entry into the Latin American music market.

Hive logo.

On the 13th, HYBE announced that it will establish a corporation called ‘HYBE Latin America’ based in Mexico. This corporation will serve as a foothold for HYBE Labels artists to enter the Latin market and as a base for developing new artists and content. HYBE explained that the establishment of this corporation aims to expand its influence in Latin America, one of the fastest-growing music markets worldwide.

HYBE Latin America plans to simultaneously operate artist management and new artist discovery and development businesses. To this end, it will recruit top-tier producers and build a locally optimized T&D (Training & Development) and A&R (Artist & Repertoire) system. In the mid to long term, it also intends to apply the proven business methodologies of K-pop to the Latin genre.

Isaac Lee, founder of Exile Content and known as an authority in the Latin content market, will join as the chairman of the board of HYBE Latin America. Isaac Lee previously served as Chief Content Officer at Univision Communications and Televisa, the world’s largest Spanish-language content television channels. He has also worked as a producer for films and documentaries aired on Netflix, Antena 3, Amazon, HBC, National Geographic, Disney, and others.

With Isaac Lee’s joining, HYBE Latin America and Exile Content have established a comprehensive partnership. Acting as a bridge between HYBE Latin America and Exile Content, Isaac Lee is expected to contribute not only to the production of content optimized for the Latin market but also to forming partnerships with global media companies.

Prior to its launch, HYBE Latin America acquired Exile Music, a label under Exile Content. This move is a strategic step to accelerate its presence in the Latin market. Exile Music has been engaged in recording, music publishing, artist management, and concert planning businesses.

As of 2022, the Latin American music recording and streaming market is estimated to be worth $1.3 billion (approximately 1.7 trillion KRW), showing a 26.4% growth compared to the previous year. Considering that the global music recording and streaming market grew by 9% during the same period, the rapid growth of the Latin market can be clearly seen.

Latin music is also popular in the United States, the birthplace of pop. Among the top 10 of the Billboard Hot 100 chart, there have been a total of 35 non-English songs, of which 19 are Spanish-language songs, accounting for the majority. Songs that sparked a craze in the Latin market, such as Luis Fonsi’s ‘Despacito’ and Bad Bunny’s ‘I Like It,’ have reached the top of the Billboard Hot 100. Spanish is the fourth most spoken language in the world, and about 20% of the population in the United States speaks Spanish.

This content was produced with the assistance of AI translation services.