BE:FIRST, the Japanese pop group with a dozen number-one singles on the Billboard Japan Hot 100, is making its most deliberate push yet into the American market. The group announced a new U.S. distribution deal with The Orchard, along with partnerships with hello82 for physical distribution, Tom Windish at THE·TEAM for touring outside Asia, and Naoki Osada's Nebula17 for A&R and marketing.
The first release under the new deal is a single called "BRUCE WAYNE," produced by ATL Jacob and featuring rapper Flo Milli. Lyrics were written by Starrah, who has written for Rihanna, Drake and Camila Cabello, alongside Taylor Ross and the group's executive producer SKY-HI, who also serves as CEO of the group's Japanese label BMSG. The track pulls from Atlanta hip-hop and represents a harder sound in line with some of the group's previous work.
"BRUCE WAYNE" is the lead single from WATCH ME, which the group is calling its first global EP. The project is due September 18 and includes a track featuring BIA as well as production from Tommy "TBHits" Brown.
The group has been planning this moment for years. Formed on Japan's 2021 singing competition THE FIRST, BE:FIRST holds annual goal-setting summits where members map long-term targets. According to Billboard, the current U.S. campaign has been in the works as part of that process for some time. The run-up included two collaborations with K-pop group ATEEZ, an opening slot at ATEEZ's 2024 Los Angeles stadium shows, and a Janet Jackson remix that reached number 12 on the Japan Hot 100 in June and earned 7.9 million YouTube views.
The seven members speaking to Billboard over a video call from Los Angeles on July 31 were Manato, Ryuhei, Sota, Junon, Shunto and Leo. They described their current days as tightly scheduled: English-language lessons, choreography rehearsals and media training with their new U.S. partners. Three members had recently attended the World Cup final, but that appears to be the last leisure the group will see for some time. "No time to play, basically," Manato said with a laugh.
This weekend, BE:FIRST performs at the 2026 World Hip-Hop Dance Championship in Phoenix. Member Sota won that same competition four times. The group then plays Head in the Clouds in Los Angeles on August 8. Their second world tour launches in September, with two New York dates already scheduled.
The group already played its first stadium concerts in Japan this past spring. With a global tour, a new EP, and a new U.S. infrastructure now in place, the coming months represent what Billboard described as arguably BE:FIRST's biggest global moment yet.
