On August 1, HYBE announced HYBE 2.0, the company’s strategic direction and business plan to secure unrivaled leadership in the future entertainment industry.

Since the beginning of 2024, the company has developed its growth strategy to focus on the limitless expansion of its fandom business model in global markets. It will also foster innovative ventures to adapt to the fast-evolving market landscape.

Below are the strategic priorities outlined as part of HYBE 2.0:

1. HYBE will establish HYBE MUSIC GROUP APAC, which oversees all of its music label businesses based in Korea and Japan. To enhance the company’s music business and expand global operations, the new group will focus on strengthening strategies and processes, investing resources, and advancing music service capabilities essential for the labels’ growth in the global market.

2. HYBE will continue to solidify its “Multi-home, Multi-genre” strategy in the U.S., Japan, and Latin America to further expand the spectrum of its audience, by leveraging its expertise from the K-pop industry in ways that resonate with the unique cultures and characteristics of each market.

In the U.S., HYBE AMERICA will launch a label service that integrates the traditional management business in the U.S. with HYBE’s expertise in operating online and offline performances, as well as distribution, promotion, and advertising of albums. This new service will provide a comprehensive business model to support the artists’ growth beyond recording or management contracts. HYBE also announced its intention to continue introducing new U.S.-based artists, starting with KATSEYE, HYBE’s first localized U.S. group in collaboration with Geffen Records. The company aims to bring the K-pop methodology to the American pop scene. HYBE will keep bringing in new talent leveraging its training, marketing, and A&R systems that benchmark the K-pop practices.

To serve the Latin market, HYBE LATIN AMERICA is preparing to hit stride starting in 2025, currently focusing on building infrastructure and scouting producers and artists. Moreover, based on its partnership with strong local partners, the office will push forward new businesses, including the debut of its first artist developed through the K-pop system next year.

HYBE JAPAN will maintain its efforts to enhance the company’s presence in the country, which includes plans to debut a new artist following the group &TEAM.

3. Global superfan platform Weverse will take its fandom service model to the next level starting in the fourth quarter of 2024, with the launch of a subscription-based membership. This will provide enhanced features including a digital membership card, bonus ‘Jelly’, ad-free video content, and many more. All artists in Weverse will have the opportunity to launch their membership at their own convenience. Additionally, the platform will expand its existing service Weverse DM, a private messaging service between artists and fans, by adding more artists, including those from HYBE. Weverse will begin to fully incorporate ads later this year as well.

4. HYBE will ensure mid-to-long-term growth by merging content with technology and anticipating changes in customer experience. The company has been exploring new business opportunities and plans to make discreet investments in the following areas: gaming, audio/voice technology, generative AI, Original Story Business (OSB), and Integrated online and offline experiences.

Under HYBE 2.0, the company will reorganize its existing three pillars—previously encompassing Label, Solution, and Platform—into Music, Platform, and tech-driven future growth initiatives.

Following the new strategy, HYBE appointed Young Jae Shin as President of HYBE MUSIC GROUP APAC, effective as of today. Shin, who currently serves as President of BIGHIT MUSIC, will advance the company’s multi-label system and ensure that HYBE’s music business is driven by a deeper understanding of our artists and fans, leveraging his industry expertise demonstrated through the impressive global success of BTS and TOMORROW X TOGETHER.

Youngmin Kim, the former General Manager of SM Entertainment, was appointed as Chairman of HYBE JAPAN as of today. With Kim’s extensive knowledge of the Japanese market, HYBE will accelerate the company’s growth in the country.

Jason Jaesang Lee, CEO at HYBE, said, “HYBE 2.0 focuses on fostering our future growth businesses centered on music, platform, and technology. HYBE will continue to excel in the music industry, solidify its position as the leading player in the superfan business, and secure long-term growth drivers through tech-driven future growth initiatives.”

More details on HYBE 2.0 can be found in the company’s letter to its shareholders on the HYBE official website.