HYBE, the influential force behind K-pop sensations BTS and NewJeans, has recently established HYBE Latin America, a strategic move aimed at seizing opportunities in the burgeoning Latin music market.

Announced on Monday, HYBE Latin America, based in Mexico, is positioned as a pivotal gateway for HYBE's artists to make inroads into the Latin music scene, while also serving as a central hub for discovering and nurturing new talents. This comprehensive approach encompasses artist management as well as the identification and development of emerging artists, as outlined in a press release by HYBE.

HYBE has successfully acquired Exile Music, the music division of the renowned Spanish-language studio Exile Content. While specific financial details of the deal remain undisclosed, HYBE emphasized that this acquisition was a strategic maneuver to expedite its expansion within the Latin music market. Exile Music boasts a diverse portfolio spanning recording, music publishing, artist management, and concert planning.

Isaac Lee, the visionary founder of Exile Content, is set to assume the role of Chairman of the Board at HYBE Latin America, adding a wealth of experience to the venture. Lee's notable background includes serving as the Chief Content Officer of TelevisaUnivision, the operator of the world's largest Spanish-language content TV channel. His track record also extends to producing films and documentaries featured on platforms like Netflix and Amazon Prime Video.

Providing context for this move, HYBE highlighted the robust growth of the Latin American music market, which saw a remarkable 26.4% increase in value to reach 1.3 billion USD in 2022, a stark contrast to the global music market's 9% growth during the same period.

The strategic importance of Latin music is underscored by its popularity in the United States, where approximately 20% of the population speaks Spanish. This linguistic connection has translated into substantial success on the Billboard Hot 100 main singles chart, where over half of the 35 non-English songs reaching the top 10 are in Spanish. The move into the Latin music market positions Hybe at the forefront of a dynamic and rapidly expanding industry, aligning with its commitment to global musical innovation and influence.