BE:FIRST are entering a pivotal phase as their ambitions expand from Japan to a global audience. After performing overseas, appearing at major festivals and working with American creators, the six-member group are using their new EP, WATCH ME, to explore how they can connect internationally while preserving a musical identity unique to them.

The group’s international direction began taking shape around 2023’s “Mainstream”, when members became more involved in writing and production. WATCH ME features collaborations with artists and producers including ATL Jacob, Tommy Brown, BIA and Flo Milli, drawing more directly on the hip-hop and R&B that influenced BE:FIRST. Formed in 2021 through SKY-HI’s THE FIRST audition project, the group were designed from the outset to be performers who could also help create their own music.