A promotional poster for HYBE India's audition project / Courtesy of HYBE
HYBE, the K-pop powerhouse behind some of the industry’s biggest global acts, is staging its first nationwide audition in India.
According to HYBE India, the company’s local affiliate, the entertainment agency will open a nationwide audition both online and in person. The in-person rounds will be held in 10 major cities — Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai and Pune.
Those selected will enter what the agency described as a world-class training and development program, with the opportunity to debut as artists.
“We look forward to the dynamic potential of young people from India and the Indian diaspora,” HYBE India said in a statement.
“We will provide unwavering support so that outstanding talent can step onto the global stage while preserving their cultural identity. The creative energy of India's local experts, combined with HYBE's global system, will generate powerful synergies,” it added.
The agency highlighted India’s potential in the music streaming market, with approximately 185 million users, the second largest in the world.
India’s population of more than 1.4 billion, with a median age of about 28, according to the 2023 World Population Report, makes it a particularly attractive market for K-pop’s youth-driven production model. The rapid growth of the country’s digital music market has added to its appeal.
For HYBE India's first audition project, several global and Indian brands have signed on as partners. Samsung and Nongshim are among the corporate sponsors, alongside fast-fashion retailer H&M and the Indian retail chain Shoppers Stop.
Snapchat and BookMyShow are participating as media and ticketing partners. The companies will support the effort through pop-up programs, retail-linked activations and digital campaigns aimed at lowering barriers to entry and expanding reach among younger consumers.
Source: Korea Times News
