What is HYBE's strategy for India?

HYBE plans to develop India as a strategic home, a lab, and a launchpad for indigenous talent and stories, adapting its K-pop system locally.

Why is HYBE focusing on India now?

India's music economy is in structural shift with a growing independent scene, exploding streaming, and a young, digitally active demographic.

Will HYBE India launch K-pop style trainees?

Yes, HYBE will apply its training methodology as a framework but will optimize it for India, collaborating with local experts and adapting content.

Home / Arts and Entertainment / HYBE Taps India as Global Music Lab

HYBE Taps India as Global Music Lab

9 Dec

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Summary

HYBE views India not just as a market, but a strategic home and launchpad.
India's music scene is dynamic, with a growing independent sector and digital consumption.
HYBE will adapt its K-pop system locally, not use a one-size-fits-all model.

HYBE, the global entertainment giant known for K-pop groups like BTS, has officially launched HYBE INDIA, signaling a significant strategic focus on the subcontinent. Chairman Bang Si-Hyuk articulated a vision for India that extends beyond being a mere market, aiming to develop it into a hub, lab, and launchpad for indigenous talent and music.

Recognizing India's burgeoning music economy, characterized by a rapidly growing independent scene, exploding streaming numbers, and an engaged Gen Z audience, HYBE sees immense potential. Bang emphasized that India's dynamic and transitional period in the music industry makes it an ideal environment to test their "multi-home, multi-genre" strategy, aligning with their core belief that fans exist everywhere.

Instead of a direct replication of its K-pop systems, HYBE INDIA will reinterpret its proven methodologies to fit India's diverse cultural, linguistic, and fandom dynamics. The company plans nationwide auditions early next year, committing to a long-term approach to talent discovery and development, ensuring that core principles of quality content and artist responsibility remain consistent globally.