HYBE India Vision Outlined in Interview with Indian Media
"Nationwide Auditions Next Year... Expanding the Global Diaspora"
Bang Si-hyuk, Chairman of HYBE, announced plans to hold auditions across India early next year to establish a system for the long-term development of local talent.
In an interview with India Today on December 9 (local time), Chairman Bang stated, "India is a powerful melting pot and a market closely watched by global majors," adding, "The creative energy of India combined with HYBE's global system will open up new possibilities."
He emphasized, "With a population of 1.4 billion, India is the world's second-largest music market after the United States." He highlighted India's rapid transition to digital consumption as a key characteristic. "India is a market that leaped directly from cassettes to streaming," he said, predicting, "It will be one of the first countries to embrace the next technological innovation."
Regarding the strategic role of HYBE India, Chairman Bang presented three keywords: "hub," "lab," and "global launchpad." He described India's music ecosystem as "a multi-layered creative environment where multiple languages and cultures intersect."
He made it clear that "a one-size-fits-all strategy does not work in India," and expressed his intention to design a separate system tailored for the Indian market.
HYBE will conduct auditions across India early next year. Chairman Bang stressed, "What we value most are attitude toward music, responsibility to fans and artists, and global standards of quality." Rather than focusing on short-term talent selection, HYBE aims to build a long-term development system. The company plans to maintain its existing training system while collaborating with local and global experts to introduce a model suited for the Indian market.
He also expressed clear respect for the Indian music industry. Chairman Bang noted, "The Indian music market has long been led by strong labels like T-Series and Zee Music," adding, "We do not claim to know the Indian market better than they do, nor are we here to replace them." He emphasized, "Over the past 20 years, HYBE has built its global capabilities through talent discovery and training, visual production, and global promotion."
He went on to explain the principle of artist-centered management. He said, "HYBE's system is not just a slogan; it is a model built with artists at the center from the structural design stage." He announced that, instead of recruiting already established stars, HYBE would apply a 'collaborative growth structure' in India, setting directions together with artists.
He explained that within the next three to five years, HYBE plans to establish an India-specific K-pop system and integrate production capabilities with local partners.
Going forward, HYBE India will serve three main functions: as a cultural hub connecting South Asia and the diaspora; as a lab that reinterprets traditional Indian music in a modern way; and as a source of innovation that expands multilingual strategies and fan experience models to other countries. HYBE also views markets with large Indian diaspora populations-such as Canada, the United States, Singapore, and Dubai-as key targets.
Chairman Bang reflected on the support from Indian fandom during the pandemic, saying, "During BTS's 'Dynamite' promotions in 2020, the support from Indian fans deeply resonated with HYBE," and added, "Now is the time to return that love."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
