HYBE Searches for the Next KATSEYE in India

HYBE is expanding its artist development efforts in India. HYBE INDIA announced on Sept. 11 that it has partnered with Indian film star Rashmika Mandanna for its latest girl group audition campaign, "HYBE INDIA AUDITION: FINAL CALL."

The collaboration is intended to convey that young women can pursue their dreams regardless of where they come from or their personal background.

"Final Call" follows the HYBE India girl group audition launched in March. Female applicants born between 2005 and 2011 can apply in the categories of vocals, rap, dance, acting and modeling.

The initial audition received online and in-person applications from about 1,650 cities across 116 countries. HYBE India will now hold additional in-person auditions in eight Indian cities. Combined with the 10 cities in India and five overseas locations already covered, the expansion brings the total number of in-person audition cities to 23.

Mandanna has worked across the Tamil, Kannada, Telugu and Hindi film industries. Her credits include "Pushpa 2: The Rule," "Animal" and "Chhaava." She has approximately 51.19 million followers on Instagram.

Mandanna described the audition as "a huge opportunity unlike anything previously available in India."

"I'm really excited that HYBE, a company that has produced global artists, is looking for young talent in India," she said. "I hope girls who dream of becoming artists, performers, or someone's role model take full advantage of this chance. Every journey starts with an opportunity and the courage to take that first step."

HYBE LABELS also released a video tracing Mandanna's childhood and her path toward achieving her dream.

"When I was going through auditions myself, I was afraid, but I still cannot forget the excitement of feeling as though a new universe was opening before me," she said in the video. "If you are working hard right now, your universe is looking for you, too."

The campaign forms part of HYBE's "multi-home, multi-genre" strategy. The company has developed locally based artists in Korea, the United States, Japan, Latin America and India, with each project reflecting the culture and musical characteristics of its market.

Artists created under the strategy include &TEAM under YX LABELS, a HYBE Japan subsidiary; KATSEYE, formed by HYBE and Geffen Records; and SANTOS BRAVOS, launched by HYBE Latin America.

KATSEYE recently topped the Billboard 200 with its third EP, "WILD." Member Lara is of Indian descent.