BE:FIRST boasts a dozen No. 1s on the Billboard Japan Hot 100, played its first stadium concerts this past spring and has a world tour set for the fall. Now, the group is officially unveiling the first step in its effort to rise to greater prominence in the U.S. market.
With the release of its new single, “Bruce Wayne,” the J-pop band is revealing its new U.S. distribution partnership with The Orchard, along with hello82 for physical distribution, Tom Windish at THE·TEAM for touring outside Asia, and ex-AVEX USA CEO Naoki Osada‘s label Nebula17 for A&R.
“Bruce Wayne,” BE:FIRST’s first release under its Orchard deal, is a swaggering, Atlanta hip-hop–indebted single produced by ATL Jacob and featuring Flo Milli, with lyrics by Starrah (Rihanna, Drake, Camila Cabello), Taylor Ross (Normani, Pitbull, Bebe Rexha) and the group’s executive producer SKY-HI, who is also CEO of the group’s Japanese music label BMSG. The track feels in line with some of the group’s harder hits, including 2023’s sleek and synth-y “Mainstream” and the anthemic “BE:FIRST ALL DAY” and its B-side “Rondo,” released in the spring.
“Bruce Wayne” is the lead single from WATCH ME, which the group describes as its first “global” EP, slated to arrive on Sept. 18. The set will also include a track featuring BIA as well as production from Tommy “TBHits” Brown.
