Hybe announced Tuesday that it has formed a new joint venture, NFO LLC, and entered a global management partnership with Tyla, marking its latest move to expand beyond K-pop into fast-growing international music markets. Tyla, a South African singer-songwriter born in 2002, won best African music performance at the 2024 Grammy Awards and has emerged as one of the most prominent Gen Z pop artists worldwide. Under the partnership, Hybe will oversee Tyla’s global management while providing integrat