HYBE America is reshaping the global music landscape with the launch of its groundbreaking HYBE Label Service (HLS), the company’s first worldwide initiative designed to revolutionize how artists grow in international markets. The new service will function as an integrated support center for all HYBE labels and their artists, eliminating regional silos and providing thorough services including distribution, manufacturing, marketing, and promotion on a global scale.
At the helm of this ambitious venture is Ryan Hyeong Woo Noh, who has been promoted to Chief Business Officer (CBO) and will lead HLS while overseeing core business operations for HYBE America. Noh, based in Los Angeles, reports to both HYBE CEO Jason Jaesang Lee and HYBE America CEO Isaac Lee, positioning him as a pivotal figure in the company’s global strategy.
Ryan Noh’s elevation to CBO marks a strategic cornerstone in HYBE’s global expansion, bridging operations between East and West.
The executive team is further strengthened by Mike Rittberg as President of Global Distribution and Mark Flaherty as President of Global Marketing & Promotion, with both bringing extensive industry experience to their roles. The company plans to expand HSL to cover additional regions while strengthening connections between regional capabilities and partnerships.
The creation of HLS represents a direct response to the fragmentation of the US music market, complex contractual relationships, and the growing need for individualized artist support. By combining traditional US management practices with HYBE’s innovative 360-degree business model, the company aims to address these challenges while providing artists with an unparalleled platform for worldwide success.
This strategic initiative will benefit HYBE artists from Korea, Japan, Latin America, and the US, streamlining their entry and growth in global markets. This expansion builds upon the impressive performance of HYBE’s existing labels, with Big Machine Label Group and Quality Control collectively generating 50% of streaming revenue in 2023. The initiative will equip artists with advanced playlist pitching strategies across multiple streaming platforms, enhancing their discoverability and audience growth. The company is also integrating operations between HYBE America and Latin America to create synergies and accelerate global intellectual property expansion.
HLS offers full-service support beyond conventional recording or management contracts, addressing artist needs across their entire career lifecycle. The initiative also emphasizes helping artists develop diverse income streams through licensing opportunities, merchandise sales, and digital content monetization. The model adapts to segmented consumer preferences and leverages technological advancements for greater efficiency, providing artists with tools and support structures that larger, more traditional labels often cannot offer due to complexity and scale.
