Strategic Partnership between HYBE and Geffen Records
In February 2021, South Korean entertainment powerhouse HYBE announced a strategic partnership with Geffen Records, a subsidiary of Universal Music Group (UMG), one of the largest music companies globally. As part of this partnership, the two entities launched a joint label, HYBE x Geffen, with the objective of discovering and producing a global music group aimed specifically at the U.S. and international markets.
Global Audition Project: The Debut – Dream Academy
The first major initiative under this joint venture was the creation of a global girl group audition program titled The Debut: Dream Academy. Officially introduced at a press conference in Los Angeles on August 28, 2023, the project showcased 20 contestants selected from around the world. Over a 12-week competition, participants underwent rigorous evaluation, and final group members were chosen through a combination of fan voting and professional judging.
Introduction of the K-pop Training System in the West
What set this project apart was the direct implementation of the structured K-pop training methodology within the American market. Bang Si-Hyuk, Chairman of HYBE, emphasized his vision of developing a truly global group based on the disciplined and systematic approach perfected in the K-pop industry.
Formation of the Final Group: KATSEYE
On November 18, 2023, the final lineup of the group KATSEYE was revealed. Comprising six members from diverse nationalities including the United States, South Korea, and Switzerland, KATSEYE officially debuted on June 28, 2024, with the release of their first single titled Debut.
Market Activities and Media Exposure
Targeting primarily the U.S. audience, KATSEYE blends K-pop elements with Western pop influences, aiming to establish a new genre crossover appeal. Their journey was documented in a Netflix original series, Pop Star Academy: KATSEYE, which premiered on August 21, 2024, providing global viewers with behind-the-scenes access to the group’s formation and debut.
📚 References
Bang, S. (2023). I want to create a global group with a K-pop style. Weverse Magazine. https://magazine.weverse.io/article/view/859?lang=ko
Universal Music Group. (2023). HYBE x Geffen Records announce contestants for unprecedented global girl group. https://www.universalmusic.com/hybe-x-geffen-records-announce-contestants-for-unprecedented-global-girl-group/
Wikipedia. (n.d.-a). Katseye. Retrieved March 27, 2025, from https://en.wikipedia.org/wiki/Katseye
Wikipedia. (n.d.-b). Dream Academy. Retrieved March 27, 2025, from https://en.wikipedia.org/wiki/Dream_Academy
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