HYBE Latin America has partnered with the Colombian music mecca of Medellín through a strategic partnership with the City’s Youth Secretariat, Variety can exclusively confirm. Together, they officially launch the Medellín Music Lab, a music incubator that will elevate local talent with global opportunities.
“This partnership with HYBE is a testament to what we’ve always believed in: that the talent found within our youth can reach real heights and real opportunities,” said Federico Gutiérrez, mayor of Medellín. “In Medellín, we’ve taken changes on our younger generations and today the world is starting to take notice; towards our barrios, towards our neighborhoods. Every song, every idea, every dream has the power to transform lives. HYBE is committed to that. And so are we.”
Designed to discover and develop the next generation of artists and music professionals, the partnership and program will offer local talent opportunities like auditions and bootcamps. J Balvin has also donated a studio to the program, which aims to work with additional talent to make a significant social impact in Colombia.
They have already received over 4,000 applicants and selected 64 selected. 24 original tracks. Medellín is ready to lead what’s next in Latin music.
On Friday, they’ll be officially announcing this partnership during an event called “Medellin Suena” in Medellin.
Already, artists like J Balvin have donated a studio to the program and they will be working with additional talent to make a significant social impact in Colombia.
In this edition, the program has more than 3,000 registrants, from whom it will select 64 artists to produce 20 original songs. In addition to developing artists, it also prepares producers, managers, creatives, marketing experts, audiovisual professionals and legal professionals.
This process has already led to the elevation of four participants who were selected to perform at La Solar, a music festival in Medellín.
“Medellín has played a key role in shaping the global success of Latin music,” added Santiago Duque, head of label at ZRPZ (HYBE). “With this alliance, we aim to amplify that impact by combining local talent with HYBE’s know-how in developing global stars. Medellín Music Lab is our commitment to a new generation ready to make history.”
In addition to their commitments in Colombia, HYBE Latin has also teamed up with Telemundo for “Pase a la Fama,” a music competition series focused on creating the next great regional Mexican band. The show features original music produced by Grammy-winning producer and songwriter Edgar Barrera. The winning group will receive a $100,000 prize and a record deal with HYBE Latin America.
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