In a bid to enhance the global influence of K-pop, HYBE has teamed up with Universal Music Group (UMG), the world's largest music company. On March 27 KST, HYBE announced the signing of a global exclusive distribution agreement with Universal Music Group and Music Agency. Under this 10-year deal, Universal Music Group will have exclusive rights to distribute physical albums and digital music released by HYBE's labels worldwide. Additionally, Universal Music Group will support the promotion and marketing of HYBE Labels artists' activities in North America.

This collaboration comes at a pivotal time as K-pop continues to gain traction in the global music market, and HYBE demonstrates success with its multi-label strategy. Universal Music Group recognizes the potential of K-pop and aims to bolster its music portfolio by partnering with HYBE, a key player in the industry.

HYBE intends to accelerate its global expansion strategy through this partnership, leveraging Universal Music Group's global infrastructure. Notably, this distribution agreement extends to both existing and future labels incorporated under HYBE, underscoring the scope for growth and collaboration.

In addition to distribution, HYBE and Universal Music Group plan to explore synergies in the platform space. Discussions will include potential avenues for cooperation, such as the integration of Universal Music Group artists into Weverse, HYBE's super fan platform.

Chairman Bang Si Hyuk of HYBE expressed confidence in the partnership, emphasizing its potential to benefit artists, fans, and the music industry as a whole. Lucian Grainge, Chairman and CEO of Universal Music Group, echoed this sentiment, lauding Bang Si Hyuk's innovative vision and highlighting the partnership as an opportunity for mutual growth, particularly in the platform field.

The relationship between HYBE and Universal Music Group dates back to 2017, with BTS's distribution contract in Japan. Since then, the collaboration has deepened, culminating in the launch of HYBE x Geffen Records in 2021. With HYBE's upcoming debut of six members selected through auditions called 'Cat’s Eye,' the partnership is poised to further elevate the global presence of K-pop.