HYBE Latin America, a subsidiary of the global powerhouse behind BTS and other K-pop legends, has officially launched the Medellín Music Lab — a groundbreaking music incubator born from a strategic partnership with the City of Medellín’s Youth Secretariat.
Unveiled exclusively by Voke, this innovative program is designed to discover, develop, and elevate a new generation of Latin American artists and music industry professionals. More than just a talent program, the Medellín Music Lab is a cultural movement with global ambitions.
“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”
Already, the program has seen overwhelming interest with over 4,000 applicants, from which 64 artists have been selected. The Lab will help them produce 24 original songs, train in bootcamps, and receive mentorship from industry professionals across production, marketing, and artist management.
The impact is already being felt. Four participants were chosen to perform at La Solar, one of Medellín’s leading music festivals — a significant leap in their budding careers.
Latin music icon J Balvin has thrown his support behind the initiative, donating a professional recording studio to the Lab. His contribution underscores the project’s broader mission: to make a lasting social impact through music.
“Medellín has played a key role in shaping the global success of Latin music,” said Santiago Duque, Head of Label at HYBE’s ZRPZ. “With this alliance, we aim to amplify that impact by combining local talent with HYBE’s know-how in developing global stars”
The program doesn’t stop with Colombia. HYBE Latin is also expanding its vision through a partnership with Telemundo for Pase a la Fama, a regional Mexican music competition series. Produced by Grammy-winner Edgar Barrera, the show will crown a winning group with a $100,000 prize and a record deal with HYBE Latin America.
Set to be formally announced at the “Medellín Suena” event this Friday, the Medellín Music Lab is not just another talent search — it’s a cultural revolution, and Medellín is ready to lead the charge.
