On January 9, 2026, journalist Marc Pollack of Hits Daily Double published an industry insider column titled “Wheels and Deals,” claiming that HYBE recently proposed an unprecedented business arrangement ahead of BTS’s upcoming world tour. According to the report, BTS are expected to officially announce their first tour since 2022 on January 14, with plans for approximately 60 shows—around 30 dates across international markets and 30 in North America.
The report alleges that HYBE’s management offered AEG Presents full promotional rights for the entire BTS tour in exchange for a 50% equity stake in Coachella, one of the world’s most influential music festivals. However, sources cited by Hits Daily Double claim the proposal was rejected, resulting in the deal falling through.
As a consequence, the report suggests that Live Nation is now poised to handle promotion for the majority of BTS’s upcoming tour stops, particularly in North America. If confirmed, this would mark another major collaboration between BTS and Live Nation, following their highly successful Permission to Dance On Stage concerts.
It is important to note that neither HYBE nor AEG Presents has issued an official statement regarding the report. As of now, the information remains unconfirmed and should be treated as industry speculation rather than established fact.
The rumored negotiations come at a pivotal moment for BTS, who are widely expected to make a full-group comeback in 2026 following the completion of all members’ mandatory military service. HYBE has previously hinted that 2026 would mark a new chapter for the group, with large-scale global activities, new music, and extensive touring reportedly in preparation.
Industry analysts note that a BTS comeback tour would be one of the most lucrative live music events in recent history, making competition among global promoters particularly intense. The mention of Coachella—long regarded as a cultural and commercial powerhouse—has only amplified interest and debate around HYBE’s long-term strategy to expand its influence beyond artist management into major global music assets.
While fans await official confirmation, anticipation continues to build for BTS’s return in 2026—a comeback expected not only to dominate charts, but also to reshape the global live music landscape once again.
