HYBE and the artists traveling with it have been showing their presence by achieving consecutive meaningful results at the Grammy Awards, recognized as the highest authority in popular music.
According to HYBE Latin America on the 20th, the band Morat lifted the trophy in the "Best Pop/Rock Album" institutional sector at the 26th Latin Grammy Awards held at the MGM Grand Garden Arena in Las Vegas with their fifth studio album 'Ya Es Mañana (YEM)'.
Morat is a four-member band composed of Juan Pablo Villamil, Simón Vargas, Juan Pablo Isaza and Martín Vargas. They have secured a solid fan base with music featuring emotional lyrics and bright, upbeat melodies. Their song Como Te Atreves was used as background music on the tvN variety show Youn's Kitchen 2, making them familiar to domestic fans as well.
Their fifth studio album 'Ya Es Mañana (YEM)' is characterized by Morat's signature high-energy arena rock style and a sound that captures the sensibility of the early 2000s. 'Ya Es Mañana (YEM)' was selected as Billboard's best Latin album of the first half of 2025, and the track 'Me Toca a Mí' reached No. 1 on the Latin Airplay chart (Aug. 2).
HYBE Latin America partnered with WKE (Walter Kolm Entertainment) in July to sign a management contract for Morat, convinced of the global potential of Spanish-language music. It also strengthened its local influence by recruiting figures such as reggaeton superstar Daddy Yankee and Meme del Real, a member of Mexico's legendary rock band.
Following Morat, the girl group KATSEYE from HYBE America and Geffen Records is also aiming for the Grammy Awards. KATSEYE was named on the list of nominees for the 68th Grammy Awards' "Best New Artist" and "Best Pop Duo/Group Performance," announced by the Recording Academy on Aug. 8.
A Grammy nomination in only the group's second year since debut is an impressive milestone. In particular, "Best New Artist" belongs to the "Big Four" institutional sector, considered a main Grammy award. It is an important indicator showing KATSEYE's rapid growth born from the so-called "K-pop methodology," and it raises expectations for their greater leap forward.
ABC News reported that "it is rare for a girl group to be nominated in major Grammy categories," adding that "a nomination for a girl group made up of global members is even more unusual," and CNN said, "The Grammys proved KATSEYE is having its best year." The 68th Grammy Awards ceremony is scheduled to take place at Crypto.com Arena in Los Angeles on Feb. 1, 2026 (local time).
Morat's Latin Grammy win and KATSEYE's activities are results that simultaneously show the achievements and competitiveness of HYBE's "Multi-home, multi-genre" strategy. There is an assessment that introducing K-pop's unique production system to global regions while developing business reflecting each region's cultural characteristics and market environment, and directly discovering and nurturing local artists, is bearing fruit.
[Photo] HYBE x Geffen Records, HYBE Latin America
[OSEN]