A little more than two years ago, HYBE invested millions into Supertone, an AI voice synthesis startup. Their relationship would allow for a collaboration with an existent artist that created a new kind of artist entirely — here’s how it happened.HYBE’s relationship with Supertone begins in February 2021, when HYBE reportedly invests $3.6 million into it. By January 2023, their partnership expands when HYBE acquires Supertone entirely for a reported price of over $30 million.
Right on schedule, HYBE starts to tease an upcoming single from MIDNATT, a new alter-ego of popular Korean singer Lee Hyun. Two weeks later, on May 15, he releases his first single, “Masquerade,” using Supertone technology to help him translate it into six languages: English, Korean, Spanish, Japanese, Chinese and Vietnamese. Through Supertone, the singer improves his intonation and pronunciation of the languages to sound more like a native speaker.