HYBE Partners Tyla’s Management To Champion African Artistes On The Global Stage

Walter Sena
By
HYBE Partners Tyla’s Management To Champion African Artistes On The Global Stage
HYBE Partners Tyla
Global entertainment company HYBE has entered a strategic partnership with Brandon Hixon and Colin Gayle, the management team behind South African star Tyla, to support African artistes and expand cross-cultural storytelling worldwide.

The initiative is focused on creating long-term creative pathways for African talent by combining HYBE’s global infrastructure with local insight and authentic storytelling. Through this collaboration, African artistes will gain access to international resources, strategic partnerships and platforms designed to help them scale sustainably across borders.

Tyla will be the first artiste supported under the initiative, a move that reflects her position as one of Africa’s most influential contemporary voices. Her global breakout has demonstrated the international appetite for African sounds, aesthetics and narratives, making her a natural frontrunner for the project.

Beyond artiste promotion, the partnership aims to foster meaningful cultural exchange. By centering African creativity while leveraging HYBE’s global reach, the initiative seeks to redefine how African stories are developed, marketed and shared with the world, on terms that preserve authenticity while encouraging innovation.

As African music continues to shape global pop culture, HYBE’s collaboration with Tyla’s management signals a growing commitment from major global players to invest in the continent’s creative future. With Tyla leading the way, the initiative is expected to open doors for a new generation of African artistes, reinforcing Africa’s role as a powerful force in the global music ecosystem.

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