Medellín, the vibrant epicenter of Latin music, is entering a new era with the announcement of a game-changing partnership between the City’s Youth Secretariat and HYBE Latin, the Latin division of the South Korean entertainment giant HYBE. Known for launching global superstars like BTS, HYBE has revolutionized the music industry with innovative talent development strategies. This collaboration marks the next chapter in the evolution of the Medellín Music Lab—a project that has already made a significant impact on local talent and is now set to connect emerging artists with global opportunities.

A New Wave for Latin Music

Santiago Duque, Head of Label at ZRPZ, HYBE Latin’s flagship label, explained the partnership’s goal: “Medellín has played a pivotal role in the rise of Latin music. With this alliance, we aim to amplify that influence by pairing local talent with HYBE’s expertise in nurturing global superstars.” The Medellín Music Lab is now evolving into a bridge that links talented local artists to international exposure, ready to take on the world stage.

The impact of this partnership goes beyond just fostering musicians. This year, the program has seen over 3,000 registrants eager to be a part of the next generation of music talent. Out of these, 64 individuals will be selected to participate, producing 20 original songs. But the program is more than just about developing artists—it’s about training the entire team that supports the music industry, from producers to managers and marketing experts. This holistic approach ensures that every aspect of the music world is being nurtured.

A Milestone for Medellín's Emerging Talent

The program’s first major success has already been seen, with four participants being selected to perform at La Solar, Medellín's most prestigious music festival. This marks a huge milestone in their professional careers, showcasing the real-world impact of the Music Lab’s work in shaping the city’s talent.

The collaboration reflects a strong belief in Medellín's potential, echoed by Mayor Federico Gutiérrez: “This alliance with HYBE proves that our youth have what it takes to succeed on the global stage, provided they have the right opportunities.” He further emphasized, “The world is starting to pay attention to our barrios, to our ideas, and to the dreams that have the power to change lives. HYBE believes in that vision. And so do we.”

The Launch of Medellín Suena

The official launch of this exciting partnership kicked off with the Medellín Suena event, held at the UPB’s Forum Event Center. This gathering brought together artists, music industry professionals, and local citizens to celebrate the city's growing music scene. It was a lively event that underscored the spirit of collaboration and innovation that’s driving Medellín’s emergence as a major player on the global music map.

‍