As BE:FIRST approach towards their fifth anniversary, the six-member powerhouse are setting their sights on the global stage. The group formed in 2021 through The First, a reality audition series launched by Japanese rapper and producer SKY-HI through his management company, BMSG. From the start, BE:FIRST have helped shape their own sound, taking an active role in writing, composing, and producing music that blends hip-hop, R&B, electronic, and dance influences. They’ve scored multiple No. 1 hits on the Japan Hot 100, topped the Oricon charts, and sold out major arena and stadium tours. As one of Japan’s most successful boy groups, Sota, Shunto, Manato, Ryuhei, Junon, and Leo are pushing to make BE:FIRST one of the country’s biggest global exports.
BE:FIRST are taking their momentum worldwide with Watch Me, their first international EP. The group teamed up with American hitmakers Tommy Brown (Ariana Grande, The Weeknd) and ATL Jacob (Future, Lil Baby), with features from rappers Flo Milli on “Bruce Wayne” and BIA on the title track. The result is an ambitious mixture of Atlanta hip-hop and Japanese lyrical and musical roots. The EP debuted at No. 130 on the Billboard 200, marking a major milestone for the group. Ahead of their performance at 82WORLD: LA, Music Connection sat down with BE:FIRST to talk about the hitmakers behind the project and creative differences.
First off, congratulations on the success of Watch Me. Can you tell us a little bit about the project and what has inspired you to create an international EP?
Manato: Releasing a global EP—putting our music out on an international scale—has been a goal of ours ever since we first debuted. For this EP, our production team brought in some major producers and rappers, making it an incredibly high-profile project. I think this EP—which consists of five tracks—truly captures what BE:FIRST, after five years together, wants to present to the world: a more uncompromising, rigorous sound, and the specific stance we want to showcase right now.
As Manato commented, the EP features a lot of cool collaborations--you have Flo Milli, ATL Jacob, and Bia. How was it working with them?
Ryuhei: To start with, Tommy Brown brought a really rich overall sound—there’s a certain quality to how he handles the tempo, a kind of... texture, I suppose? It’s incredibly rich and sophisticated, yet everything feels perfectly cohesive, which I absolutely love. As for ATL Jacob, he delivered that Atlanta sound even more effectively than we had anticipated. His basslines, in particular, are truly distinctive and feel fresh—they’re so strong that they could carry a track all on their own. I’m really happy that we had the chance to work with both of them.
How does working with American producers compare to working with Japanese producers? Was the process different from what you guys are used to?
Leo: One thing I’ve noticed—from co-writing both here and in Japan—is that there’s a difference in the speed at which a song is crafted. In the U.S., for instance, it’s common to write the lyrics and the top-line melody simultaneously, or to start by discussing a theme and then building the song around it. In Japan, at least in our own process, we tend to begin by establishing a reference point and defining the type of track we want to create; lyrics often come later, sometimes even on a different day. So, there are definitely some differences in the workflow—both in terms of the speed of the process and the specific methods used to develop a song.
Do you guys have a personal favorite from the album?
Junon: I can’t really choose, but if I had to pick one... I suppose it would be "Watch Me."
How would you describe a BE:FIRST performance to someone who has never seen you live?
Sota: It’s a tricky one to describe, isn’t it? But honestly, we take what we truly want to do, refine it in our own unique way, and pour it all out without holding anything back. Whether it’s the creative side or the process of honing our craft—which we genuinely enjoy—we’re a group that really embraces the freedom to have fun with music and deliver something great on stage. That’s what makes us stand out. I hope people get a chance to experience that vibe, as well as the distinct personalities that each member brings to the table at any given moment.
To celebrate the group's fifth debut anniversary, BE:FIRST fourth album, BE:4U, drops on Nov. 3rd
