South Korean entertainment powerhouse HYBE, the company behind global sensation BTS, has launched an ambitious talent incubation project in Colombia’s second-largest city, bypassing traditional Latin music hubs like Miami. The Medellín Music Lab represents a strategic pivot toward untapped talent markets, leveraging the city’s youthful demographics and emerging creative ecosystem.
The initiative, which reaches 6,000 youth monthly with direct training for 3,000 participants, operates through an extensive network of local partnerships. These collaborations include Medellín’s Mayor’s Office, Ministry of Youth, Ministry of Culture, and private sector entities like Macho Group, Codiscos, and Warner Chappell. Latin superstar J Balvin has contributed notably, donating studio space in Commune 1, one of the city’s historically underserved neighborhoods.
Program structure follows a rigorous selection process that began with 160 applicants participating in pre-camp sessions, culminating in intensive music camps held in October. Participants receive thorough training from national and international mentors in production, composition, artist management, and marketing. Following a gala event, 10 to 15 selected projects advance to an incubator program launching in November, where HYBE Latin America provides funding and strategic guidance.
Talent development pipeline transforms raw potential into market-ready artists through intensive mentorship and strategic investment.
The company’s preference for Medellín over Miami stems from multiple factors: lower operational costs, strong institutional support, and a largely untapped talent pool primed for global cultivation. The program has already achieved significant milestones with four participants selected to perform at the prestigious La Solar music festival. HYBE aims to replicate its successful BTS development model within Medellín’s burgeoning music ecosystem, capitalizing on growing international appetite for Latin music.
“We’re creating pathways for youth who might otherwise never access the global music industry,” noted one program executive during the recent Medellín Suena event, which connected aspiring artists with industry professionals.
The initiative represents a noteworthy cultural investment, transforming Medellín’s identity from its troubled past to a vibrant creative hub. Successful graduates will receive guidance on effectively navigating digital distribution strategies to maximize their presence across streaming platforms. The program also emphasizes the importance of establishing diverse income streams through merchandise, teaching opportunities, and sync deals to ensure long-term financial sustainability. With Walter Kolm, CEO of WK Entertainment, serving as strategic advisor and HYBE’s global expertise driving investment, the Medellín Music Lab positions Colombia’s second city as an emerging powerhouse in the international music landscape. This project follows HYBE’s acquisition of Exile Music in 2023, marking their serious commitment to the Latin American market.
