Ethiopia Habtemariam is the new President of Music at HYBE America. The Korean company is making this move as it tries to expand its business in the U.S. beyond its K-pop success.
Habtemariam will handle artist development and music strategy across different genres for HYBE’s American operations. It’s a big hire that shows HYBE wants to work with more American artists while using someone who really knows the U.S. music business.
Who Ethiopia Habtemariam Is
Habtemariam has been in the music industry for over 20 years. She used to run Motown Records as President and CEO. At Motown, she worked on developing artists and growing the label.
Before Motown, she had big jobs at Atlantic Records and Universal Music Group. She’s always focused on helping artists build real careers, not just getting quick hits.
Her thing has been working with artists across R&B, hip-hop, and pop. She knows how to market music and get it out there. Plus, she gets both the old-school music business and how streaming works now.
Why HYBE Created This Job
HYBE America made this new position because they want to do more than just K-pop in the U.S. They’ve done great with BTS and other Korean acts, but they know American artists need different handling.
The company figured out that what works for K-pop groups might not work for American musicians. Different music styles need different approaches. Hip-hop artists develop differently than pop stars, and country music has its own rules.
By hiring someone like Habtemariam, HYBE is saying they want to do this right. They’re not just trying to copy what worked in Korea and paste it onto American artists.
What This Means for American Artists
For artists thinking about working with HYBE America, this hire is probably good news. Habtemariam has a track record of building long-term careers, not just chasing viral moments.
Artists can expect the development process to focus on real growth. That means taking time to build a fanbase and create music that lasts. But they’ll also get access to HYBE’s global reach and tech resources.
The company seems to want artists who can grow over time rather than just blow up once and disappear. That’s actually harder to find these days, but it’s better for artists who want lasting careers.
HYBE’s Bigger U.S. Plan
HYBE has been building up its American presence for a while now. They’ve got operations in Atlanta and Los Angeles because those cities matter for different reasons.
Atlanta is huge for hip-hop and R&B. Los Angeles is where a lot of pop music and industry business happens. Having a presence in both places gives HYBE access to different scenes and talent.
The company has also invested in American music tech companies and made deals with industry players here. They’re not just setting up shop and hoping for the best.
How the Industry Looks Right Now
The music industry of the U.S. is quite fierce at present. Streaming allows one to reach music out there but also it implies that there is a lot more competition to people attention.
You must have one who understands how to work through all that. The business has become increasingly complex and experience is more than ever. Habtemariam has passed through various periods of the music business.
Firms are seeking executives that will be able to collaborate with various artists. Genres of music continue to blend and hence it is worth having a person who understands various genres.
What Happens Next
The hire has showed us that HYBE America is going to be serious on being more than just a branch of American branch of a K-Pop company. They want to compete with other big American labels
Habtemariam’s experience plus HYBE’s global connections could be a strong combination. American artists would get someone who knows the U.S. market plus access to international opportunities that other labels might not offer.
Its a smart move that will position HYBE to go compete with the American music market rather than just just a company who handles Korean acts over here