Photo Credit: Tyla (Instagram)
Hybe partners with Tyla’s managers Brandon Hixon and Colin Gayle in a significant expansion into the African music market.
South Korean music giant Hybe has announced a major expansion into the ever-growing African music market in a global management partnership with Brandon Hixon and Colin Gayle. Known for their work with Tyla, who will be the first artist supported under the partnership, Hixon and Gayle are two of the most influential voices shaping African diaspora music.
The initiative focuses on amplifying African artists, developing cross-cultural storytelling, and building long-term creative routes throughout the U.S., Asia, and the world. Hybe will establish a pipeline of emerging and established talent under this partnership, as well as sign new artists. Tyla, the South African star behind the mega-hit “Water,” will continue to be guided by Hixon and Gayle, while Hybe will provide her with extended global reach.
“We are thrilled to partner with cultural architects like Brandon Hixon and Colin Gayle, whose vision is essential to driving the powerful momentum of African artistry onto the global stage,” said Hybe CEO Jason Jaesang Lee. “This partnership represents a pivotal moment in Hybe’s global expansion strategy. By combining their expertise with our global network and resources, we will establish a strategic, sustainable bridge designed to amplify authentic African voices and artistry to fans across the world.”
“Our work has always been about connecting great artists with the world in the right way,” said Hixon. “Hybe brings a global perspective that complements how Colin and I build. Together, we can help artists move freely and tell their stories on the biggest stages.”
“We’re entering a moment where African artists have unlimited potential,” added Gayle. “With Hybe’s collaborative support, we can help them expand their reach while staying true to the roots that make this music extraordinary.”
Together, Hixon and Gayle bring decades of experience championing African music and Black artists on a global scale. The timing couldn’t be better, as the global surge of African music, led by Afrobeats and Amapiano on platforms like TikTok and YouTube, continues to drive demand for scalable infrastructure for artists.
According to IFPI’s 2025 Global Music Report, Sub-Saharan Africa saw a 22.6% revenue increase last year, surpassing $100 million. Meanwhile, North Africa contributed to the 22.8% growth seen in MENA.
