HYBE is set to discover and nurture the next generation of global stars in India. Following successes in Japan, the United States, and Mexico, the company plans to adapt and implement its “K-Pop methodology” to the local market, aiming to create a new super IP (Intellectual Property).
HYBE India officially announced the launch of a large-scale audition (HYBE India Audition) on its social media channels on the 24th. The audition process includes both online submissions and in-person auditions across 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.
“We anticipate the dynamic potential of young Indians and people of Indian descent,” stated HYBE India. “We will spare no effort in supporting talented individuals to advance to the global stage while preserving their cultural identity.” The company added, “The combination of HYBE’s global system and the creative energy of local Indian experts will create a positive synergy.”
Attention is focused on whether HYBE’s “multi-home, multi-genre” strategy, spearheaded by Chairman Bang Si-hyuk, will shine once again in India through this audition. India, with a population of over 1.4 billion, is the world’s most populous country, boasting immense cultural diversity. With an average age of around 28 years (‘2023 World Population Situation Report’ standard), India’s population is very young, making it ideal for the incorporation of 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 this potential in India and establish itself as a South Asian cultural hub. By applying HYBE’s 360-degree music industry capabilities (talent discovery, production, marketing, and performance) locally, the company aims to lead the market. In the long term, the globalization of the “K-Pop methodology” and the diversification of HYBE’s IP are expected to gain further momentum.
Leading global corporations and brands have already entered into partnership agreements with HYBE India. According to HYBE India, companies like Samsung, Nongshim, H&M, and Shoppers Stop, along with media and ticketing partners such as Snapchat and BookMyShow, are participating in this inaugural audition project. They will contribute to on-site pop-up programs, retail-linked activities, and digital engagement methods to broaden contact with young people and lower the barrier to audition participation. This is an unprecedented approach in India, signaling a change in the local music market ecosystem.
HYBE has demonstrated the success of the “K-Pop methodology” with &TEAM in Japan, KATSEYE in the United States, and SANTOS BRAVOS in Latin America. &TEAM achieved million-seller status in Korea and Japan, while KATSEYE, within a year of their debut, hit the Billboard ‘Hot 100’ and ‘Billboard 200’ and was nominated for a Grammy Award. SANTOS BRAVOS also quickly became a nominee for the Best New Artist award at major Latin music awards ceremonies.
