HYBE will discover and nurture the next generation of global stars in India. Following Japan, the United States and Mexico, it plans to apply and transplant the "K-pop methodology" to local markets to create new super intellectual property (IP).
HYBE India announced on its official social media on the 24th that it will hold a large-scale audition (HYBE India Audition). In-person auditions will be held not only online but also in major Indian cities including Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai and Pune. Selected applicants will be given the opportunity to debut after undergoing world-class T&D (Training & Development) programs.
HYBE India said, "We look forward to the dynamic potential of India and Indian youth. We will generously support outstanding talents so they can bring their cultural identities to the global stage. The combination of HYBE's global system and the creative energy of local Indian experts will create positive synergy."
Attention is focused on whether HYBE's 'multi-home, multi-genre' strategy, led by chairman Bang Si-hyuk, will shine again in India through this audition. India is the world's most populous country, with a population of more than 1.4 billion and overwhelming cultural diversity. The median age of India's population is about 28 (based on the 2023 world population status report), making it very young and considered ideal for integrating the K-pop production system. The rapid growth of the digital music market is also an attractive factor for expanding the entertainment business.
HYBE India aims to maximize India's potential and establish itself as a South Asian cultural hub. HYBE plans to apply its 360-degree music industry capabilities (talent discovery, production, marketing, performance) locally to lead the market. In the long term, the global standardization of the "K-pop methodology" and HYBE's IP diversification are expected to gain further momentum.
Leading global corporations and brands have already signed partnership agreements with HYBE India. According to HYBE India, Samsung, Nongshim, H&M and Shoppers Stop are participating in this first audition project, along with Snapchat and BookMyShow as media and ticketing partners. They will contribute to on-site pop-up programs, retail-linked activities and digital participation methods to broaden touchpoints with young people and lower barriers to audition participation. This is an unprecedented approach in India. Changes in the local music market ecosystem are being detected.
HYBE proved the potential success of the "K-pop methodology" with Japan's &TEAM, the United States' KATSEYE and Latin America's SANTOS BRAVOS. &TEAM achieved million-seller status in Korea and Japan; KATSEYE, within a year of debut, hit Billboard's Hot 100 and Billboard 200 and was nominated for a Grammy Award; and SANTOS BRAVOS quickly became a nominee for newcomer awards at major Latin music ceremonies.
[Photo] Provided by HYBE India.
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