HYBE and Geffen Records' global girl group KATSEYE has made a significant impact on the global music scene by landing two songs consecutively on the US Billboard's main song chart, the 'Hot 100'. This achievement is seen as proof that HYBE's 'K-Pop production system' can indeed resonate within the largest music market in the world, the United States.
According to the latest US Billboard chart (dated July 5th) released on July 1st (local time), KATSEYE's second EP 'BEAUTIFUL CHAOS' track 'Gabriela' has entered this week's 'Hot 100' at number 94. 'Gnarly' has secured the 98th spot, marking its fourth week on the chart. Additionally, 'Gabriela' has shown strong performance on the Billboard Global charts as well, ranking 24th on 'Global (excl. US)' and 30th on 'Global 200', surpassing 'Gnarly's previous best ranking and setting a new record for the group.
KATSEYE also made their mark on the UK's Official 'Singles Top 100' chart (June 27th to July 3rd) debuting at number 42, a leap of 10 places ahead of 'Gnarly's debut position at 52, thereby solidifying their presence on the world's two major pop charts with back-to-back hits.
The group continues their unstoppable rise on Spotify, the world's largest music streaming platform, by placing three songs on the Global Top 200 chart. As of June 29th, 'Gabriela' ranked 12th, 'Gnarly' 59th, and the title track of 'BEAUTIFUL CHAOS', 'Gameboy', at 121st.
■ Globalization of K-Pop Methodology
What's remarkable about KATSEYE's recent achievements is the attention they've garnered in both the US and UK music charts within just a year of debut. This not only surpasses mere record-setting but also validates the potential for global expansion of the 'K-Pop production system'. While it typically takes years for new artists to make a significant impact in the pop market, KATSEYE has benefited from HYBE's system of discovering, nurturing, and producing K-Pop stars. Chairman Bang Si-hyuk's philosophy of wanting to "expand the horizons of K-Pop and contribute to its sustainability" has played a crucial role in KATSEYE's success.
Chairman Bang has been applying the K-Pop training system to the pop market in the US. This approach, radically different from the traditional American label system, involves a comprehensive and integrated operation of the entire process from trainee discovery to systematic training, album production, and artist branding within a single system. This achievement, which goes beyond mere 'global expansion' to 'localization' of the system, is being hailed as a turning point that opens the next chapter of the K-Pop industry.
■ The Power of Content Creation Philosophy
The key to KATSEYE's success lies in the power of their content. Musically, they blend pop structures with the intricate performances characteristic of K-Pop, while their global appeal and bold styling establish a distinct identity. This meticulous planning and execution were made possible by a production philosophy that refuses to compromise on quality.
The power of their content has been validated by metrics as well. In a 'Favorite New Music' poll released by Billboard on June 27th (local time), KATSEYE's 'BEAUTIFUL CHAOS' won over 50% of the votes, securing the top spot. The previous week, 'Gabriela' had topped the same poll, marking two consecutive weeks at number one.
HXG's Chief Creator Son Sung-deuk stated, "The background to KATSEYE's success includes bold and differentiated content that, while familiar within K-Pop, could only have been attempted by this team. In particular, the overall visuals, including music, fashion, and stage performances, have created a new point of connection with global fans." He added, "Even elements that had to be strictly adhered to were viewed not as 'wrong' but as 'different', which has further defined KATSEYE's identity and appeal. This approach has been the driving force behind making genuine connections with global fans in today's era."
HXG's Senior Creative Producer In Jeong-hyun also said, "KATSEYE and we are continuously growing and fine-tuning, and we expect that the data and experience accumulated through this process will create even more opportunities in the future."
(SBS Entertainment News | Kang Kyung-youn)