BTS’ agency Hybe buys stake in Supertone audio tech startup

Hybe Co., the managing agency of the BTS superstar boy group, has acquired a 56.1% stake in Supertone audio technology firm. The deal was announced by the company on Tuesday, Jan. 31.

Hybe Co. said that it has invested KRW45 billion or about $36.5 million for the acquisition of more than 50% share in the artificial intelligence (AI) sound startup. As per Yonhap News Agency, the purchase is actually an addition to the 18.2% stake it already bought from Supertone in 2021.

With its latest investment, Hybe has effectively become the largest shareholder in the startup firm. The entertainment firm said the acquisition was positioned at creating a synergy effect between the two companies to make it's content business better.

The use of AI audio technology is fast gaining ground in the entertainment business in South Korea. The first known track that used this technology was the debut single of Girls Generation Taeyeon’s younger sister Hayeon.

She released the “Eyes on You” single in 2020, in partnership with EvoM, the first AI composer. As for Supertone, it offers advanced AI sound technology that can synthesize realistic voices and has already been introduced in local music programs.

"Supertone's AI audio technology can be applied to all stages of content production, from the planning stage to production, editing, post-processing, distribution, and distribution,” CNET Korea quoted Supertone’s chief executive officer, Lee Gyo Gu, as saying in a statement. “Its value is recognized by creators in content fields such as movies, animations, audiobooks, and games.”

Hybe’s CEO, Park Ji Won further said, "Super Tone has made significant technological progress within two years of Hybe's first investment, and has also secured diversity in business applications. I have high expectations for the content that will be presented by combining Hive's production capabilities with Hybe's AI voice synthesis technology.”