Recently, journalist Marc Pollack of Hits Daily Double published an internal industry article with information that HYBE Group recently made an unprecedented business proposal ahead of BTS's upcoming world tour.
According to reports, BTS is expected to officially announce its first tour since 2022 on January 14, with a plan to organize about 60 shows, including 30 shows in international markets and 30 shows in North America.
The report revealed that Live Nation company will be the unit responsible for promoting most of BTS's upcoming tours, especially in North America. If confirmed, this will be a large contract between BTS and Live Nation, continuing the resounding success of the "Permission to Dance On Stage" concert series before.
Notably, this journalist said that HYBE leaders initially exchanged with AEG Presents instead of Live Nation. HYBE has offered to give AEG Presents all rights to promote BTS's tour, in return HYBE will be divided 50% of shares in Coachella - one of the most influential music festivals in the world.
However, sources quoted by Hits Daily Double said that the proposal was rejected, making the agreement impossible to materialize.
These rumored negotiations take place at a turning point for BTS, when fans are expecting the famous group to reappear with a full 7-member squad, after 3 years of interruption due to military service.
On January 1, 2026, BTS sent a direct letter to fans who own official ARMY Membership cards in the ARMY fandom. The letter not only contained handwritten words thanking fans for patiently waiting, but also revealed the group's return date, which is March 20, 2026.
After that, the management company Big Hit Music (under HYBE) confirmed that BTS will release their 5th full album in their career on March 20. The album includes 14 songs and is expected to show a concise portrait of "present BTS", reflecting the emotions and thoughts accumulated throughout their journey.
After releasing the album, 7 BTS members are expected to begin a large-scale world tour. Detailed information about the tour will be announced on February 14 through the global fan platform Weverse.
Industry experts believe that BTS's 2026 tour will be one of the highest-grossing live music events in recent history, making competition between global organizers particularly fierce.
The fact that Coachella - who is considered a "empire" in both culture and commerce - is mentioned further increases the interest and debate surrounding HYBE's long-term strategy in expanding its influence beyond the field of artist management, advancing into major global musical assets.
However, the information that HYBE wants to use BTS's name to exchange interests with Coachella is causing great controversy. Many people believe that HYBE made the offer in order to win the right to decide which Kpop group will perform at this famous music festival.
Witnessing this, fans simultaneously supported BTS leaving HYBE: "BTS really needs to consider leaving HYBE and establishing their own company. HYBE is destroying their image"; "They must reconsider the contract extension"; "How long will they take advantage of BTS, this is too much"...
Currently, both HYBE and AEG Presents have not responded.
