BTS’s agency, HYBE, is targeting the Indian market.
The K-pop giant announced on Monday that it has begun preparations to establish an Indian branch by September or October.
This move comes from chairman and founder Bang Si Hyuk’s “urge to export the K-pop methodology to this massive market of 1.4 billion people,” according to HYBE.
“This is part of Bang Si Hyuk’s ‘multi-home, multi-genre’ strategy, which means leading a local music market by blending in with the local culture,” HYBE said in a press release.
“We have already seen tangible results in the United States thanks to this strategy. HYBE America’s girl group KATSEYE landed on the major Billboard Hot 100 chart less than a year after debuting.”
HYBE made a big bet in the U.S. by acquiring Scooter Braun’s Ithaca Holdings in 2021. The company then launched HYBE Latin America in 2023 to tap into the South American market. HYBE Latin America plans to start an audition series to debut a new boy band.
HYBE Japan, founded in 2021, manages two boy bands: &TEAM and AOEN, the latter of which debuted recently on June 11. HYBE also has a Chinese branch, HYBE China.
“Chairman Bang Si Hyuk firmly believes that K-pop should not just remain a music genre but become a methodology itself that generates super intellectual properties based on the wants and needs of the public,” HYBE explained.
“We are seeing tangible results through this strategy, and if this trend continues, the global music industry, currently dominated by the big three major companies, will be greatly transformed.”
Journalist: Shawn
Translator: Shawn
Source: Website Hybe
