HYBE India has partnered with Snapchat India to launch an augmented reality-powered audition experience as part of its ongoing search for a new girl group.
The collaboration, described by HYBE India as a “long-term strategic partnership,” introduces what the companies are calling a “‘Lens-to-Stage’ casting experience” – allowing aspiring artists to audition directly through Snapchat‘s camera platform, according to a press release on May 12.
The Snapchat audition window opened on May 11.
Under the partnership, candidates can film and upload audition content through a dedicated ‘Audition’ Lens, accessible via HYBE India‘s Snapchat profile or the platform’s Lens Explorer.
HYBE India‘s official Snapchat page will also feature “How-To” guides and content from Snap Stars – the platform’s creator program – designed to help aspiring talent refine their submissions.
The Lens-based format creates a standardized environment for casting directors to review submissions, according to the announcement.
“Our partnership with Snapchat India is about making the audition process more accessible and empowering for young girls and giving them easy access to the audition.”
HYBE INdia spokesperson
The partnership is aimed at expanding HYBE India‘s reach among Gen Z audiences – the core Snapchat demographic – while extending audition access beyond metropolitan markets into smaller cities.
India is one of Snapchat‘s largest markets globally, with over 200 million users, according to Snap Inc. in 2023.
“At HYBE India, we are committed to redefining the discovery journey for the next generation of talent by integrating innovation with accessibility,” HYBE India said in a statement.
“Our partnership with Snapchat India is about making the audition process more accessible and empowering for young girls and giving them easy access to the audition.
“With the partnership, we hope to enable aspiring artists to express themselves creatively, showcase their individuality, and take their first step toward a global stage directly from their phones.”
Snap Inc. India added: “This partnership is a testament to Snapchat’s role as a catalyst for cultural shifts.”
“HYBE India is a global visionary in music, and by integrating our AR technology into their recruitment core, we are proving that the Snap camera is a powerful utility for career-building. We are excited to help HYBE India reach into the heart of the country to find the stars of tomorrow.”
“HYBE India is a global visionary in music, and by integrating our AR technology into their recruitment core, we are proving that the Snap camera is a powerful utility for career-building.”
Snap Inc. India (via Money Control)
The Snapchat partnership is one component of HYBE India‘s broader girl group audition drive, which launched on March 31 with applications running through July 31.
Girls born between 2005 and 2011 are eligible to audition across 10 Indian cities – Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Mumbai and Pune – as well as at locations in London, New York, Singapore, Toronto and Sydney.
In-person auditions have already been held in Guwahati and Mumbai, with subsequent rounds running through July.
The girl group search is HYBE India‘s first major talent initiative since the company opened its India headquarters in Mumbai in September 2025 – the South Korean entertainment group’s fifth global office, alongside operations in Japan, the United States, Latin America and China.
At the time, HYBE cited India‘s music streaming market – the second-largest in the world by users, with approximately 185 million users – as a core driver of the expansion.
The India auditions are part of HYBE‘s wider strategy to export its K-pop training-and-development methodology beyond South Korea.
That approach has already produced KATSEYE, its first Western girl group formed through a partnership with Universal Music Group‘s Geffen Records, whose singles saw multi-week runs on the Billboard Hot 100.
Last week, HYBE and Geffen unveiled their second global girl group, SAINT SATINE.
HYBE‘s Americas division has also produced a Latin boy group called SANTOS BRAVOS.Music Business Worldwide
