HYBE Chairman Bang Si-hyuk is leading the global expansion of K-pop in a unique way. In addition to the global success of the group BTS, K-pop is being transformed into a larger global phenomenon through a multinational girl group singing in English, and the global girl group KATSEYE, produced by HYBE and Geffen Records, has proven this effect.
Following the global success of BTS, HYBE paid attention to the expansion of the K-pop market. Not only is it nurturing K-pop artists such as BTS, TOMORROW X TOGETHER, SEVENTEEN, LE SSERAFIM, ENHYPEN, TWS, and ILLIT, who are active in the global music market, but it has also expanded its reach through new attempts.
The team born from this collaboration is the global girl group KATSEYE, produced by HYBE and Geffen Records. KATSEYE, which started as a global project, consists of six members selected from approximately 120,000 applicants worldwide, hailing from the United States, Korea, Switzerland, and the Philippines.
The members were selected through auditions by HYBE Chairman Bang Si-hyuk and executives from Geffen Records, which is under Universal Music Group, and training was conducted, culminating in the final member selection alongside global fans. They compete and grow within the K-pop production system, establishing a foundation to implant 'K-pop DNA' into the U.S., the world's largest pop market. KATSEYE officially debuted in June last year and started full-scale activities, and their endeavors have been very successful.
KATSEYE recorded 4th place on the Billboard 200 with their second EP 'BEAUTIFUL CHAOS,' and they have been named on the latest chart (as of Aug. 9) for five consecutive weeks. Additionally, 'Gabriela' and 'Gnarly' made it to the Billboard Hot 100, solidifying their presence in the global music market.
Moreover, 'BEAUTIFUL CHAOS' made its debut at 55th place in the Official Albums Top 100 chart, one of the two major pop charts globally recognized alongside Billboard, and both 'Gabriela' and 'Gnarly' have continued to be listed in the Official Singles Top 100 for an extended period.
Recently, just one year after their debut, they appeared at the world's largest music festival, Lollapalooza Chicago, showcasing their overwhelming stage presence. Their performance at Lollapalooza Chicago attracted significant attention from major foreign media, receiving the evaluation of being 'the center of attention this year.' Given their solid skills that dominated the stage, their first solo tour across 13 cities in North America, starting from November, quickly sold out all tickets. Thus, KATSEYE is set to carry out a total of 16 performances across the 13 cities in the North American tour.
One year after their debut, KATSEYE's success demonstrates that Chairman Bang Si-hyuk's unique approach and planning remain effective. Prior to KATSEYE, HYBE achieved global success in 2023 with BTS member Jungkook's album consisting entirely of English songs. This is a case where HYBE's 'K-pop globalization expansion strategy' shines. With KATSEYE, the first participant in the global girl group project achieving success, Chairman Bang Si-hyuk's insight and vision are once again receiving attention.
Chairman Bang Si-hyuk plans to launch a second global girl group in collaboration with Geffen Records and continue the 'K-pop globalization expansion strategy.'
[Photo provided by HYBE.]
[OSEN]