On January 9, 2026, journalist Marc Pollack of Hits Daily Double published an industry column titled “Wheels and offers” claiming that HYBE recently proposed an unprecedented business deal ahead of BTS’s upcoming world tour. According to the report, BTS is expected to officially announce their first tour since 2022 on January 14, with plans for around 60 shows, around 30 dates in international markets and 30 in North America.
The report claims that HYBE management offered AEG Presents all promotional rights for BTS’ entire tour in exchange for a 50% equity stake in the Coachellaone of the most influential music festivals in the world. However, sources quoted by Hits Daily Double say that the proposal was rejected, resulting in the deal falling through.
As a result, the report suggests that Live Nation is now set to handle promotion for most of BTS’ upcoming tour stops, particularly in North America. If confirmed, this would mark another major collaboration between BTS and Live Nation, following their huge success Permission to dance on stage concerts.
It is important to note that neither HYBE nor AEG Presents have released an official statement regarding the report. At this time, the information remains unconfirmed and should be treated as such industry speculation rather than established facts.
The alleged talks come at a crucial time for BTS, which is widely expected to make a full comeback in 2026 after all members complete mandatory military service. HYBE has previously hinted that 2026 will mark a new chapter for the group, with large-scale global activities, new music and extensive touring reportedly in preparation.
Industry analysts point out that a BTS comeback tour would be one of the most profitable live music events in recent history, making competition among global promoters particularly intense. The mention of Coachella— long considered a cultural and commercial powerhouse — has only amplified interest and debate over HYBE’s long-term strategy to expand its influence beyond artist management into major global music assets.
As fans await official confirmation, anticipation continues to grow for BTS’ 2026 comeback, a comeback that is expected to not only dominate the charts, but also reshape the global live music landscape once again.
Sources: Netizenbuzz
