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It has also increased its presence in Latin America with the formation of a brand new division named Hybe Latin America.<br><br>The company's mission is providing artists with the tools they need to succeed in this new digital age of streaming and engagement with their fans. Its flagship brand, HYBE IM uses artificial intelligence to create original content for its artist. HYBE Im, for instance employed AI to help a musician create a new alter ego as well as perform in six languages. The company also created a video using extended reality technology.<br><br>HYBE SOLUTIONS also works to extend the fan experience beyond music for their artists. This includes concerts games, merchandise, pop-up shops, and language classes to ensure that fans won't need bad translations one day.<br><br>It is not uncommon for South Korean chaebols (giant corporations) to keep ownership of their companies within the family, and HYBE does the same. 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