HYBE Latin America is rapidly growing its entertainment footprint with bold moves across multiple platforms, including the launch of reality TV talent competitions and striking major management and agency deals with Colombian pop group Morat and reggaeton hitmaker Daddy Yankee, among other high-profile ventures.
The company opened its its first-ever interactive experience in Mexico on July 17 designed to give fans an exclusive preview of their new talent competition series, “Santos Bravos.”
Uniting 16 rising Latin talents from Mexico, Colombia, Brazil, Venezuela, Argentina, Peru, Spain and the United States, “Santos Bravos” is aiming to form a Latin pop group comprised of five participants through intensive training.
Viewers can now watch the 16 artists prepare for the creative boot camp designed to challenge and refine their musical, emotional and performance abilities, with live shows beginning in August. The entire journey will be captured through an interactive, digital-first experience, as well as in long-form episodes that offer an intimate window into the process.
HYBE Latin America
The interactive experience in Mexico is located in Parque Bicentenario, operating Tuesday through Sunday, and will remain open through October 31. The space also serves as the development hub for HYBE Latin America, where “Santos Bravos” trainees can take part in the artist development process. Additionally, it will serve as a venue for industry fireside chats, special events, concerts, and interactive activations.
In June, HYBE Latin America and Telemundo unveiled their partnership for the reality TV competition, “Pase a la Fama,” which looks to form a Mexican banda. The Spanish-language enlisted Ana Bárbara, Adriel Favela and Horacio Palencia as judges for the talent competition (and features original music produced by Latin Grammy-winning hitmaker Edgar Barrera). During the show, participants compete for a $100,000 prize, a record deal with HYBE Latin America and the title of the next great regional Mexican band, which will be comprised of five participants.
HYBE Latin America continues to grow in the Latin music space with key signings, including Daddy Yankee, who recently announced his return to music. In partnership with Walter Kolm Entertainment, they have also signed Morat to a management deal.
HYBE Latin America
“This partnership with Morat reflects our conviction in the power of Spanish-language music as a global force,” said Isaac Lee, Chairman and CEO of HYBE Americas. “Morat is one of the most influential bands of their generation, and their incorporation into HYBE Latin America aligns with Bang Si-Hyuk’s vision of building a truly global ecosystem for superstar development.”
The South Korean company operates as a record label, talent agency, music production company, concert management and production company and music publisher. With several subsidiaries, such as Big Hit Music, Belift Lab and Source Music, among others, these entities are collectively known as HYBE Labels and are behind K-Pop superstars such as BTS.
In the Latin music space, HYBE has acquired labels like Zarpazo and launched DOCEMIL Music, which signed Café Tacvba’s Emmanuel “Meme” del Real as its first artist in January.
Additional announcements and projects are expected from HYBE Latin America.