HYBE America Appoints Ethiopia Habtemariam as President of Music

• HYBE America appointed Ethiopia Habtemariam as its first President of Music.
• Habtemariam brings experience with top U.S. artists like Justin Bieber and labels like Universal Music Group.
• Habtemariam’s role strengthens HYBE’s U.S. credibility amid recent controversies.

HYBE America, the U.S. branch of South Korea's HYBE Corp., has named Ethiopia Habtemariam, as its inaugural President of Music. The addition of the experienced music industry leader and former chair and CEO of Motown Records to the board signifies a shift in its North American operations and creative direction. 

During her time at Motown, Habtemariam had helped to expand the presence of artists like Lil Yachty, Migos, and Lil Baby. Motown, founded in the 1960s, is a major label in Black music history, launching iconic musicians such as Stevie Wonder, the Jackson 5, and Marvin Gaye.

HYBE’s U.S. Ambitions Get Strategic Lift with Habtemariam Amid Controversy

Ethiopia Habtemariam's appointment, announced on Jan 9, 2026, positions her at the vanguard of HYBE America's artist, repertoire, and development strategy, all of which are critical to long-term growth in an increasingly competitive international market. She will report to the current HYBE America Chairman and CEO, Isaac Lee, and will divide her time between Los Angeles and Atlanta, a crucial region where HYBE's affiliate Quality Control Music has increased its presence following a significant acquisition.

Habtemariam also has about two decades of experience at Universal Music Group, establishing her as a link between HYBE's global goals and the structural subtleties of American music markets. During her stint at Universal Music, she helped sign and promote singers such as Chris Brown, Justin Bieber, and rapper J. Cole.

This news comes as HYBE faces a major allegation of using BTS revenue to clear off an Ithaca Holdings debt, a company headed by Scooter Braun, who was also the former CEO of HYBE America. HYBE acquired Braun’s Ithaca in 2021, giving the South Korean company control of major U.S. assets and management networks, including artist acquisitions like Justin Bieber and Ariana Grande. Braun stepped aside as CEO in mid-2025, and Isaac Lee, a media veteran and previous head of HYBE Latin America, took over the leadership.

Why is HYBE Aggressively Targeting U.S.?

HYBE's U.S. operations are already transitioning to a pluralistic genre model. Partnerships with communities such as Alan's Universe, distribution agreements with So So Def Recordings, and investments in fan-engagement platforms indicate a plan that goes beyond K-pop sales. The introduction of the President of Music position formalizes that strategy, integrating multi-genre goals into executive leadership rather than relying just on brand expansion.

"Ethiopia is a once-in-a-generation leader whose impact on artists, songwriters, culture, and the music business is undeniable," Issac Lee remarked, as cited by various industry observers like Variety, The Korea Heral and Korea JoongAng Daily, emphasizing her operational relevance. Furthermore, the market signals demonstrate why this strategic positioning is important. According to the RIAA, streaming now accounts for 84% of recorded music earnings in the U.S. With over 105 million paid users as of mid-2025, it generated over $5.5 billion USD in income in the first half of the year. According to industry researcher Gitnux, R&B and hip-hop, particularly in Atlanta and Los Angeles, account for roughly 30% of all on-demand audio and video streams. This highlights their cultural and commercial relevance.

In 2025, Music Business Worldwide reported that consumption habits are leaning toward catalog rather than short-term hits, with recent releases accounting for only approximately 24% of streaming. This highlighted the value of long-term artist development and repertoire management. In this atmosphere, Habtemariam's leadership underlines HYBE's intention to strengthen its presence in local U.S. ecosystems, employing executive decision-making skills to oversee long-term artist development and repertoire strategy in the hip-hop and R&B sectors, creating domestic credibility, which is more important than overseas branding.