Why is HYBE Aggressively Targeting U.S.?
HYBE’s U.S. operations are already transitioning to a pluralistic genre model. Partnerships with communities such as Alan’s Universe, distribution agreements with So So Def Recordings, and investments in fan-engagement platforms indicate a plan that goes beyond K-pop sales. The introduction of the President of Music position formalizes that strategy, integrating multi-genre goals into executive leadership rather than relying just on brand expansion.
“Ethiopia is a once-in-a-generation leader whose impact on artists, songwriters, culture, and the music business is undeniable,” Issac Lee remarked, as cited by various industry observers like Variety, The Korea Heral and Korea JoongAng Daily, emphasizing her operational relevance. Furthermore, the market signals demonstrate why this strategic positioning is important. According to the RIAA, streaming now accounts for 84% of recorded music earnings in the U.S. With over 105 million paid users as of mid-2025, it generated over $5.5 billion USD in income in the first half of the year. According to industry researcher Gitnux, R&B and hip-hop, particularly in Atlanta and Los Angeles, account for roughly 30% of all on-demand audio and video streams. This highlights their cultural and commercial relevance.
In 2025, Music Business Worldwide reported that consumption habits are leaning toward catalog rather than short-term hits, with recent releases accounting for only approximately 24% of streaming. This highlighted the value of long-term artist development and repertoire management. In this atmosphere, Habtemariam’s leadership underlines HYBE‘s intention to strengthen its presence in local U.S. ecosystems, employing executive decision-making skills to oversee long-term artist development and repertoire strategy in the hip-hop and R&B sectors, creating domestic credibility, which is more important than overseas branding.