BE:FIRST, a highly successful Japanese music group launched in 2021, has made significant waves both in Japan and internationally. With multiple number-one hits on the Billboard Japan Hot 100 and sold-out stadium shows, the sextet has quickly cemented its status domestically. Their new EP, titled *Watch Me*, marks their first global release, reflecting their ongoing effort to bridge Japanese and American music cultures. The group frequently travels to Los Angeles to collaborate with top American producers, such as Tommy Brown and ATL Jacob, deepening their connection with Western hip-hop and R&B styles while maintaining respect for the genres' cultural roots.

The *Watch Me* EP leans heavily into the Atlanta hip-hop sound, characterized by prominent bass and the iconic Roland TR-808 synthesizer. Members like Manato express enthusiasm about working with producers who have collaborated with American heavyweights like Ariana Grande, J. Cole, and Roddy Ricch. Featuring guest performances by American rappers Flo Milli and BIA, the project pushed BE:FIRST to explore new vocal ranges and styles. They describe the experience as challenging but rewarding, expanding their artistry and deepening their appreciation for global music production processes.

Lyrically and thematically, the EP includes references to American pop culture, such as the track “Bruce Wayne,” which draws parallels between the Batman character’s duality and the group’s own artistic identity. Members reflect on the balance between their personal and performance personas, noting that while their energy changes on stage, their core selves remain consistent. The group also maintains an ongoing narrative or "lore" through their music and visuals, aiming to showcase their individuality within the collective unit, without one-to-one character assignments.

Looking ahead, BE:FIRST is eager to reach international audiences and continues exploring new musical influences, including plans to incorporate 2000s R&B and New Jack Swing sounds into future projects. Their commitment to understanding and respecting the cultures they engage with—much like how non-Japanese artists embrace Japanese culture—remains central to their approach. *Watch Me* is available now on streaming platforms, with physical copies at select retailers, marking a significant step in BE:FIRST’s journey toward global recognition.