As BTS prepares to announce their first tour since 2022 on January 14, rumors about a bold deal between their agency HYBE and festival giant AEG Presents have shocked fans.
According to a speculative report from Hits Daily Double on January 9, HYBE allegedly offered AEG exclusive promoter rights for BTS’s entire upcoming tour in exchange for a 50% stake in Coachella. The offer reportedly included the ability to decide which K-pop groups and soloists could perform at the festival. However, the deal is said to have fallen through. HYBE has now partnered with Live Nation to promote most of the tour’s dates.
The story has yet to be confirmed by any official sources, and no major news outlets have reported it. HYBE and AEG have not made statements regarding the alleged offer, so the details remain unverified.
BTS’s 2026 tour is expected to be a massive event. Reports suggest it could include around 65 dates worldwide, with over 30 shows in North America. HYBE’s label, Big Hit Music, has stated that these figures are “unconfirmed” and not the latest numbers under discussion.
Even so, fans and industry watchers are excited about the official announcement, especially with a new album scheduled for release on March 20.
AEG, through its subsidiary Goldenvoice, owns Coachella and has a long history of controlling its lineup and maintaining its cultural prestige. Its lineup is closely watched and has enormous cultural influence.
Having a say in who performs there would have been a huge win for HYBE. If approved, the K-pop label would have the power to curate festival performances for its roster of artists, which now includes BTS, TXT, CORTIS, KATSEYE, SEVENTEEN, LE SSERAFIM, NewJeans, and more.
HYBE’s power in the industry has been growing steadily. The agency recently secured exclusive management rights over the popular girl group NewJeans after a major legal battle. This, along with BTS’s popularity, gives them even more leverage.
On a lighter note, the rumored offer has led to some playful debates online. Some BLACKPINK fans joked that HYBE was trying to turn Coachella into a “K-pop TV show.” BTS fans, meanwhile, reminded everyone that the story comes from a speculative column with no verification from major outlets.
In other news, BTS is set to make a comeback on March 20, and the tour schedule will be announced on January 14.