Hybe partners Tyla in strategic move into African music market – Music In Africa |

A woman with styled cornrow braids, reminiscent of trends in the African music market, holds a white flower accessory over one eye, wearing bold makeup, gold jewelry, and pearls against a plain background.

The partnership was announced on 15 December, prompting speculation that the 23-year-old artist had changed management. However, Tyla remains under the management of Brandon Hixon and Colin Gayle of African Creative Agency, and no takeover or restructuring of her existing team has taken place.

Hybe, the company behind global K-pop acts such as BTS, Tomorrow X Together and KATSEYE, is working with Tyla through a co-management arrangement. Under this structure, Hybe will collaborate with her current managers while artistic direction continues…