HYBE Latin Band Audition “Pase a la Fama” — Chairman Bang Si-hyuk’s “Multi-home, Multi-genre” Strategy Breathes Energy into the Local Music Scene



The stage is swept up in the festive yet emotional groove of salsa and rumba rhythms. Music built around the accordion, saxophone, and bajo quinto (a traditional Mexican guitar), blended with modern sounds like electric bass and drums, intoxicates the audience. Bodies instinctively respond. The fiery passion, dance, music, and emotions interwoven in the dynamic atmosphere of Latin music make even the hearts of onlookers race.



The finale of HYBE Latin America’s audition program “Pase a la Fama”, which recently concluded to great success, felt like a festival. The $100,000 grand prize or the coveted “golden ticket” toward a debut seemed momentarily forgotten. “It was unlike anything we had ever experienced before. It was intense, emotionally overwhelming, and pushed us beyond our limits,” recalled Rodolfo Blackmore, bassist of Musza, the winning team of Pase a la Fama.



As HYBE ramps up its entry into the Latin music market, Chairman Bang Si-hyuk’s “K-pop methodology” is once again drawing attention. This expansion of what is often called “the Korean audition culture” has raised expectations for Latin musicians’ potential to enter the global stage. Industry observers also note that HYBE’s “multi-home, multi-genre” strategy is not only globalizing the K-pop production system but also injecting new vitality into the local music industry.



Written by Mun Wan Sik
Translated by Lee So Yun