Summary:

• Bang Sihyuk, the producer behind BTS, is bringing the K-pop idol-making model to America.
• He formed a partnership with Scooter Braun and Universal Music Group to launch Katseye, an English-language girl group.
• Katseye follows the K-pop strategy of long-term artist development and deep fan engagement.
• HYBE Corporation, Bang’s company, is growing into a global entertainment conglomerate, with Braun serving as CEO of HYBE America.
• Bang’s new venture reflects his ambition to merge K-pop’s strengths with the global pop market.

Bang Sihyuk, the mastermind behind BTS, is now setting his sights on America, aiming to replicate the success of his K-pop model in the global pop landscape. Having created a cultural and economic phenomenon with BTS, Bang is collaborating with U.S. music executives like Scooter Braun and Universal Music Group to launch new acts. Among them is Katseye, a multiracial girl group that embodies the K-pop framework, but with a focus on global and English-language audiences.

Bang’s K-pop formula involves years of training, polished performances, and deep fan engagement, which he believes will resonate beyond Korea. Katseye is expected to follow this long-term strategy, combining rigorous development with a fan-driven approach. The group’s creation marks a new chapter in Bang’s mission to build an international pop powerhouse. The foundation for this expansion is HYBE Corporation, which Bang transformed from a small Korean label into a global entertainment conglomerate.

His partnership with Braun in 2021 was a pivotal moment. Braun, who was dealing with personal and professional setbacks, found a kindred spirit in Bang, and together they forged a multi-billion dollar deal that positioned HYBE at the forefront of global music. Braun now serves as the CEO of HYBE America, working alongside Bang to bring Korean pop culture’s immersive fan strategies to the U.S.

Under Bang’s guidance, BTS revolutionized the way K-pop interacts with its fanbase, embracing social media and direct communication. This intimate connection with fans, supported by platforms like HYBE’s Weverse, has proven immensely successful. The same approach is being applied to Katseye, which aims to cultivate a dedicated global audience. Bang’s new venture represents his ongoing ambition to dominate the world music scene by blending the precision of K-pop with Western pop’s global reach.

As HYBE continues its international expansion, Bang’s unique vision, now enhanced by Braun’s industry expertise, is set to redefine what it means to be a global music sensation.

Featured Photo courtesy of Ban Sihyuk’s instagram.

News source: The New Yorker