BE:FIRST Announces U.S. Partners for New Song, EP & More: Interview

Since their formation on Japan’s televised competition THE FIRST in 2021, J-pop group BE:FIRST has steadily escalated its profile, capturing multiple number-one spots on the Billboard Japan Hot 100 and recently playing their inaugural stadium concerts. Now, as part of an ambitious strategy to expand beyond Asia, the six-member ensemble is unveiling significant partnerships and a new musical chapter aimed at solidifying their presence in the U.S. market.

BE:FIRST’s latest single, “BRUCE WAYNE,” marks their first release under a new distribution deal with The Orchard, a prominent American music distributor. This track showcases a distinct Atlanta hip-hop influence, co-produced by ATL Jacob and featuring American rapper Flo Milli, highlighting the group’s commitment to blending Japanese pop with global urban styles. The song’s writing credits include established lyricists Starrah and Taylor Ross, alongside SKY-HI, BE:FIRST’s executive producer and CEO of their Japanese label BMSG.

The new single serves as the lead-off for WATCH ME, BE:FIRST’s forthcoming EP scheduled for release on September 18. This project is described by the group as their first truly global effort, incorporating diverse genres and collaborations, including a featured track with rapper BIA and production by Tommy “TBHits” Brown. The EP reflects BE:FIRST’s pursuit of a unique sound that transcends cultural boundaries without compromising their artistic identity.

Strategically, BE:FIRST has partnered with several U.S.-based entities to support this international push. Physical distribution is handled by hello82, while touring outside Asia will be managed by Tom Windish at THE·TEAM. Furthermore, Naoki Osada, former CEO of AVEX USA, leads A&R and marketing efforts through his company Nebula17. These moves indicate a comprehensive approach to breaking into the competitive Western market.

Despite their recent exposure to international events like the World Cup final and participation in prominent showcases such as the 2026 World Hip-Hop Dance Championship in Phoenix, the group's focus remains rigorous. Members report dedicating their time in Los Angeles to English lessons, choreography rehearsal, and media training, underscoring their commitment to effective cross-cultural communication and performance excellence.

Their upcoming world tour, set to commence in September, includes key U.S. dates, notably two shows in New York. This marks their second global tour, reinforcing their ambitions to establish a foothold in the international pop landscape.

BE:FIRST’s trajectory has been methodical, with annual goal-setting summits guiding their expansion plans. Previous international collaborations, including joint works with K-pop powerhouse ATEEZ and a remix with American icon Janet Jackson, have laid groundwork for this intensified global outreach. Notably, their remix with Jackson reached number 12 on the Japan Hot 100 and amassed millions of views on YouTube, reflecting growing cross-border appeal.

The group acknowledges the challenges inherent in transcending language and cultural barriers within the Western music industry but remains steadfast in preserving their creative integrity. They emphasize a collective approach to songwriting and production, ensuring each member’s artistic voice contributes to their evolving sound.

BE:FIRST’s efforts illustrate a nuanced understanding of global market dynamics, blending Japanese pop sensibilities with international hip-hop and R&B influences, while investing in strategic partnerships and professional development. Their forthcoming EP and tour will be pivotal in assessing their capacity to resonate with audiences worldwide and redefine what it means to be a Japanese boy band on the global stage.