HYBE's Latin band audition program 'Pase a la Fama' is creating a stir across the United States and Latin America. The growth story of the so-called 'Korean-style audition,' which was unveiled for the first time in the Latin cultural sphere, is resonating with the local MZ generation, leading to evaluations that HYBE's global strategy has succeeded once again.
On the 13th, according to HYBE Latin America, the official account of 'Pase a la Fama' on TikTok has accumulated a total of 4.2 billion impressions of content posted so far. The cumulative views of videos exceeded 23 million, and the number of followers surpassed 220,000, which quadrupled in just four weeks since its first broadcast on June 8 (local time). Notably, about 70% of the followers are identified as users aged 18 to 34, suggesting a strong fan base centered around the younger generation.
The popularity is also soaring on traditional media like TV channels. The first episode of 'Pase a la Fama', aired on the U.S. Spanish broadcaster Telemundo, recorded the highest viewership among Spanish-language programs at the same time slot (according to Nielsen ratings). Targeting adult viewers aged 18 to 49, it has an average viewership of 200,000, with a total audience of 688,000. The participants' outstanding skills, authentic performances, and high-engagement production have spread through word of mouth, gaining popularity on social media.
Major foreign media are early to note the growth potential of the market that the band debuting through 'Pase a la Fama' will pioneer. Major outlets and industry insiders, including Billboard, Deadline Hollywood, and El Heraldo de México, have highly praised the innovative format of 'Pase a la Fama' and HYBE's global strategy, recognizing it as a plan with the potential to expand Mexican music to the global stage.
Isaac Lee, chairperson of the board and CEO of HYBE America, noted, "The global vision proposed by Chairman Bang Si-hyuk has played an important role in guiding our strategy," and added, "This project, which combines a global perspective based on local culture, has opened a new future for Latin music."
Executive producer Myrna Perez explained, "Our goal was to create a program that respects the richness of traditional Mexican music while raising production standards to HYBE's global criteria. The meticulous design of the entire program production to convey authentic stories and communicate with audiences across borders was effective."
'Pase a la Fama' is co-produced by HYBE Latin America and Telemundo, featuring 55 talented musicians who join an artist camp to undergo competition and training before debuting as a band. Each episode captivates viewers with intense competitions, the dramatic growth of participants, and performances from emerging musicians that overwhelm the stage.
Legendary musicians representing the Mexican music scene have added weight to the program as judges. Iconic singer and actress Ana Bárbara, known for her music bridging tradition and modernity, Adriel Favela, and Edgar Barrera, who has won 21 Latin Grammy Awards and has a Grammy Award-winning history, are among those providing in-depth musical advice to participants, garnering empathy from viewers.
The final of 'Pase a la Fama,' concluding a journey of about three months, is set to be broadcast on the 24th. The grand prize winner (team) will receive a cash award of $100,000 and an opportunity for a recording contract with HYBE Latin America. In line with the program name, which means 'steps toward dreams' in Korean, anticipation among fans and viewers is at its peak as the dreams of rookie artists are about to be realized in the finale.
[Photo] Provided by HYBE.
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