In a significant acknowledgment of their pivotal roles in shaping the global music landscape, Issac Lee and Jong-hyun “JH” Kah of Hybe Latin America have been named to Billboard’s prestigious 2025 Latin Power Players list. The recognition, specifically within the labels and distributors category, highlights their substantial contributions to the rapidly evolving Latin music industry.
Issac Lee, who also serves as CEO and chair of Hybe America, and JH Kah, CEO of Hybe Latin America, are the sole representatives from a Korean label to be featured on this year’s list. Billboard lauded their efforts, noting that their inclusion signifies their status as executives driving the industry forward and expanding niche markets into international stardom. The list celebrates leaders who are instrumental in advancing the business and amplifying Latin creativity as a global cultural force.
Hybe’s Strategic Vision in the Latin Music Market
Hybe’s foray into the Latin music market began in earnest with the establishment of its Mexico-based subsidiary, Hybe Latin America, in November 2023, following the acquisition of Exile Music. This strategic move was not merely an expansion into a fast-growing market but a deliberate bet on Latin creativity. The region presents a compelling growth opportunity, with the Latin American music market projected to grow at a CAGR of 9.96% from 2025 to 2033. According to the International Federation of the Phonographic Industry (IFPI), the Latin American region saw a 22.5% increase in recorded music revenues in 2024, marking its fifteenth consecutive year of growth and far exceeding the global average.
Hybe’s approach is defined by its ‘multi-home, multi-genre’ strategy, aiming to diversify its portfolio based on multilingual and multi-regional foundations. This strategy involves applying K-pop methodologies to enhance artistic talent within the Latin music genre and cultivating local talent with global standards. This expansion marks a significant step beyond Hybe’s Asia-centric K-pop production formula, fostering a global lineup connecting Asia, the U.S., and Latin America.
Key Initiatives and Developments
Billboard specifically highlighted the reality audition show “Santos Bravos” as a significant development for Hybe Latin America. Premiering in August 2025, “Santos Bravos” is a project designed to form a new boy band, integrating Hybe’s structured artist training system with Latin America’s unique cultural and artistic sensibilities. The series features contestants from across Latin America, the United States, and Spain, undergoing rigorous training and performances to achieve a debut lineup. The project is also notable for enlisting renowned creative experts, including director Kenny Ortega and music producer Johnny Goldstein.
Further bolstering its presence, Hybe Latin America has launched new initiatives and labels. This includes the establishment of DOCEMIL Music, signing Mexican music veteran Meme del Real as its first artist. Additionally, Hybe has expanded its operational footprint with new offices in Mexico City, Miami, and Los Angeles, and rebranded existing entities like Exile Music to ZARPAZO.
Industry Recognition and Future Outlook
The recognition of Lee and Kah on Billboard’s Latin Power Players list underscores Hybe’s successful integration and impact within the dynamic Latin music scene. Their achievement, alongside other Hybe executives like Chairman Bang Si-hyuk being named to the 2025 Billboard Global Power Players list, reflects the company’s expanding global influence.
As Latin music continues its unprecedented growth, evidenced by record revenues in the U.S. market reaching $1.423 billion in 2024, Hybe’s strategic investments and executive leadership are well-positioned to capitalize on this momentum. The company’s commitment to nurturing local talent and applying its proven methodologies signals a strong future for its operations in the region and its contribution to the global music industry. The success of initiatives like “Santos Bravos” and the signing of established artists demonstrate Hybe’s intent to be a major player in the Latin music landscape for years to come.
