The Indian unit of South Korean entertainment company HYBE has partnered with the Indian arm of American camera and social media company Snap Inc. to launch an augmented reality-powered audition process on Snapchat to identify members for a new global girl group from India and the diaspora.
The partnership will allow aspiring performers to audition through a dedicated Snapchat “Audition Lens”, enabling users to film and upload submissions directly from their phones. The audition window opened on 11 May.
HYBE India said the partnership is intended to expand access to auditions and reach aspiring artists beyond major urban centres.
“At HYBE INDIA, we are committed to redefining the discovery journey for the next generation of talent by integrating innovation with accessibility,” the company said in a statement. “Our partnership with Snapchat India is about making the audition process more accessible and empowering for young girls by giving them easier access to the audition process.”
As part of the collaboration, HYBE India’s official Snapchat page will host creator-led educational content, including tutorials and guidance from Snap Stars aimed at helping participants improve their audition submissions and digital presence.
Snap India said the partnership highlights the growing use of augmented reality technology beyond entertainment and advertising.
“This partnership is a testament to Snapchat’s role as a catalyst for cultural shifts,” Snap India said in a statement. “HYBE INDIA is a global visionary in music, and by integrating our AR technology into their recruitment process, we are demonstrating that the Snap camera can be a powerful tool for career-building.”
The collaboration is part of HYBE’s broader international expansion strategy. The South Korean entertainment company, known for managing acts such as BTS, has been building local talent ecosystems in markets outside Korea, including India.
For Snapchat, the partnership provides an opportunity to position its AR and camera tools as utilities for creator engagement and large-scale participation-based campaigns.
The official audition Lens is available through HYBE India’s Snapchat profile and Lens Explorer.
The partnership will allow aspiring performers to audition through a dedicated Snapchat “Audition Lens”, enabling users to film and upload submissions directly from their phones. The audition window opened on 11 May.
HYBE India said the partnership is intended to expand access to auditions and reach aspiring artists beyond major urban centres.
“At HYBE INDIA, we are committed to redefining the discovery journey for the next generation of talent by integrating innovation with accessibility,” the company said in a statement. “Our partnership with Snapchat India is about making the audition process more accessible and empowering for young girls by giving them easier access to the audition process.”
As part of the collaboration, HYBE India’s official Snapchat page will host creator-led educational content, including tutorials and guidance from Snap Stars aimed at helping participants improve their audition submissions and digital presence.
Snap India said the partnership highlights the growing use of augmented reality technology beyond entertainment and advertising.
“This partnership is a testament to Snapchat’s role as a catalyst for cultural shifts,” Snap India said in a statement. “HYBE INDIA is a global visionary in music, and by integrating our AR technology into their recruitment process, we are demonstrating that the Snap camera can be a powerful tool for career-building.”
The collaboration is part of HYBE’s broader international expansion strategy. The South Korean entertainment company, known for managing acts such as BTS, has been building local talent ecosystems in markets outside Korea, including India.
For Snapchat, the partnership provides an opportunity to position its AR and camera tools as utilities for creator engagement and large-scale participation-based campaigns.
The official audition Lens is available through HYBE India’s Snapchat profile and Lens Explorer.
