Ethiopia Habtemariam is stepping back into the spotlight of the music industry. The veteran executive has officially joined HYBE America as the new President of Music. This appointment, effective immediately, marks a significant return for one of the industry’s most respected leaders. Habtemariam will lead artist development and long-term strategy for the global entertainment giant. Her move comes as HYBE looks to expand its footprint in the United States beyond its K-pop roots.
In her new role, Habtemariam will be based in Los Angeles and Atlanta. She reports directly to HYBE America Chairman and CEO Isaac Lee. This position is central to the company’s plan to dominate the global R&B and hip-hop markets. By tapping into her deep cultural expertise, HYBE aims to build a future-facing entertainment platform. Habtemariam expressed her excitement on Instagram, simply stating, “I love music. Let’s get it.”
Expanding the Global Footprint of Quality Control Music
One of Habtemariam’s primary goals is to strengthen HYBE America’s influence in Atlanta. She will focus heavily on Quality Control (QC), the powerhouse label behind some of modern hip-hop’s biggest stars. Since HYBE acquired QC in 2023, the company has been looking for a leader to bridge the gap between K-pop methodology and American street culture. Habtemariam is perfectly suited for this, as she has deep roots in the Atlanta music scene.
This move reunites her with Quality Control co-founders Kevin “Coach K” Lee and Pierre “P” Thomas. The trio previously worked together at Motown to break artists like Migos and Lil Baby. Thomas praised her passion for artists and her “extraordinary” leadership style. By working closely together again, they plan to push the boundaries of the industry once more. This collaboration is expected to make Quality Control an even more formidable global force in 2026.
Redefining A&R and Artist Development Strategies
Habtemariam is known for her “artist-first” approach to leadership. At HYBE America, she will spearhead A&R initiatives across the company’s entire label ecosystem. This includes identifying new creative opportunities at the intersection of music, culture, and fandom. Her vast experience at Universal Music Group (UMG) and Motown provides her with a rare combination of creative instinct and business rigor. She plans to use these skills to nurture the next generation of global superstars.
“Ethiopia is a once-in-a-generation leader whose impact on artists, songwriters, culture, and the music business is undeniable,” said Isaac Lee, Chairman and CEO of HYBE America.
During her tenure at Motown, she was credited with revitalizing the iconic label for a new era. She championed both emerging talent and established stars, helping them navigate a rapidly changing digital landscape. Now at HYBE, she will continue to collaborate with UMG due to the companies’ longstanding partnership. Her goal is to ensure that artists under the HYBE banner have the resources they need to succeed on a worldwide scale.
A Full Circle Moment for a Cultural Visionary
Returning to work with the QC team feels like a “full circle” moment for the Berkeley-born executive. Habtemariam began her career as a teenage intern at LaFace Records in Atlanta. She eventually rose through the ranks at UMPG and Motown to become one of the most powerful women in music. Her journey has always been defined by a commitment to Black excellence and creative independence. This new chapter at HYBE America allows her to continue that legacy with even more resources.
The transition also follows a period of leadership change at HYBE America. After Scooter Braun stepped down as CEO in mid-2025, the company has shifted its focus toward a broader label services model. Habtemariam’s appointment signals a renewed commitment to authentic cultural connection. She believes that the future of entertainment lies in building businesses with “intention” and long-term investment. As the music landscape continues to evolve in 2026, her vision will be instrumental in shaping what comes next.
