Japanese seven-member boy band BE:FIRST is launching an aggressive expansion into the United States market. The group's first move involves the release of a new single, "BRUCE WAYNE," which features American rapper Flo Milli and was produced by ATL Jacob.
The ATL Jacob and Flo Milli Collaboration
The release of the single "BRUCE WAYNE" signals a significant sonic shift for BE:FIRST, moving away from the sleek, synth-driven style of their 2023 releases toward a darker , Atlanta-inspired hip-hop sound. produced by ATL Jacob, the track features a verse from rising American rapper Flo Milli. The song was released under a new partnership with The Orchard and features lyrics written by Starrah, Taylor Ross, and BMSG CEO SKY-HI.
This stylistic pivot aims to establish the group within the hip-hop genre rather than strictly within the J-pop sphere. According to the report, the members worked closely with the producers in January to achieve what they described as a "darker, more luxurious style of hip-hop," inspired by their shared admiration for the artist Future. The title itself was inspired by the members' enthusiasm for Batman, particularly member Manato.
A Five-Year Strategy Led by SKY-HI and BMSG
The group’s move into the U.S. market is the culmination of a long-term strategic plan rather than a sudden marketing pivot. For the past five years, SKY-HI and the members of BE:FIRST have held annual goal-setting summits to chart their international trajectory. These meetings have consistently pointed toward a major global expansion once the group reached this specific milestone.
To prepare for this transition, the members have focused on intensive skill-building rather than traditional tourism. As the group's announcement indicates, the members have spent their time in Los Angeles undergoing English-language lessons, media training, and rigorous choreography rehearsals to ensure they are ready for the American spotlight.
From Phoenix to New York: The Summer Performance Schedule
BE:FIRST is currently embarking on a high-intensity performance schedule to build momentum in the West. The group is traveling to Phoenix to participate in the 2026 World Hip-Hop Dance Championship, a competition where member Sota has previously secured four wins. This will be followed by a performance at the Head in the Clouds festival in Los Angeles on August 8.
The momentum is expected to carry into the fall with the launch of their second world tour in September.. This tour is slated to include significant appearances in major hubs, including two scheduled shows in New York City, as the group prepares to release its first global EP.
Will the "Darker" Sound Win Over U.S. Audiences?
Despite the high-profile launch , several specifics regarding the group's upcoming global EP remain unverified. While the members noted they are exploring a diverse range of genres, the source does not clarify if the tracks will be performed primarily in English or maintain their Japanese roots. Furthermore, it remains to be seen if the heavy Atlanta hip-hop influence will resonate with a domestic audience that may still associate the group with their previous synth-pop identity.
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