HYBE Strikes 10-Year Deal With Universal Music Group
variety.comPatrick Frater Asia Bureau Chief Hybe, the Korean firm behind K-pop’s BTS, has struck an expanded 10-year deal with Universal Music Group (UMG), providing Hybe’s roster of artists and labels access to UMG’s leading global network.
UMG will further collaborate with Hybe’s global superfan platform Weverse, bringing more of a direct connection between UMG artists and their fandom.
Hybe and UMG will additionally collaborate on artist promotions and marketing activities in North America under the oversight of Scooter Braun – who, in his time as CEO of Hybe America, acquired QC Media Holdings and incorporated SB Projects as well as Big Machine Label Group into the existing roster.
Hybe and UMG first teamed up in 2017 on BTS, through a distribution agreement in Japan. In 2021, the companies expanded their relationship with a global strategic agreement which saw collaborations across multiple projects and use of Weverse for fan communication.
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