BE:FIRST Expands Its Global Vision With Bold New Single “BRUCE WAYNE”

 

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Japanese boy group BE:FIRST is taking another decisive step toward international stardom with the release of "BRUCE WAYNE," a genre-blending single that pairs the group's signature energy with the unmistakable style of American rapper Flo Milli and acclaimed producer ATL Jacob. More than just another release, the track represents the band's determination to redefine what a global pop act from Japan can achieve.

Accompanied by a visually striking official music video, "BRUCE WAYNE" introduces a new creative era for the seven-member group, showcasing a fearless blend of hip-hop, pop, R&B, and contemporary dance influences. The collaboration reflects BE:FIRST's growing confidence in working with internationally recognized artists while staying true to the musical identity that has made them one of Japan's biggest acts.

The single was crafted by an impressive lineup of music industry talents. Songwriter Starrah, known for her work with Beyoncé and Megan Thee Stallion, joined forces with Taylor Ross, who has collaborated with Normani, alongside Grammy-winning producer ATL Jacob, rapper Flo Milli, and BE:FIRST's executive producer and BMSG CEO SKY-HI. The result is an explosive anthem driven by hypnotic production, hard-hitting beats, and Flo Milli's charismatic verses, perfectly complementing BE:FIRST's commanding vocal performances.

For ATL Jacob, the collaboration offered a refreshing creative experience.

"As a producer, I love being put in environments that are unfamiliar," he shared. "It forces you to listen differently, create differently, and ultimately make something that feels fresh and genuine."

That willingness to explore unfamiliar territory has become a defining characteristic of BE:FIRST's artistic evolution. Since their debut, the group has consistently embraced musical experimentation, refusing to be confined by genre expectations while steadily building a reputation beyond Japan.

The release of "BRUCE WAYNE" also serves as the first preview of the group's upcoming international EP, WATCH ME, scheduled to arrive on September 18. The project represents BE:FIRST's most ambitious global release to date, bringing together an elite roster of producers and collaborators, including Tommy Brown, whose production credits span artists such as Ariana Grande and Justin Bieber, alongside ATL Jacob and guest rapper BIA.

The EP underscores the group's commitment to expanding its presence in international markets while introducing new audiences to their distinctive fusion of Japanese artistry and global contemporary music.

BE:FIRST's worldwide momentum has already become evident through its rapidly expanding digital reach. With more than 4.3 million followers across digital platforms, the group has cultivated an increasingly diverse fanbase, particularly throughout Southeast Asia. Countries including the Philippines, Indonesia, Thailand, Taiwan, and Malaysia have emerged as major international markets, reflecting the group's growing influence outside Japan.

That expanding popularity will soon translate to the concert stage. Before launching their headline tour, BE:FIRST is scheduled to perform at LaLaLa Festival Jakarta on August 23, further strengthening their presence in one of Southeast Asia's largest music festivals.

The momentum continues with the BE:FIRST WORLD SHOWCASE 2026 "WATCH ME," which will bring the group to Bangkok, Taipei, Manila, New York, and one additional international stop across September and October. The showcase marks another milestone in BE:FIRST's international expansion, giving global audiences the opportunity to experience the group's acclaimed live performances firsthand.

The journey has been remarkable for a group that first emerged from the reality audition program THE FIRST in 2021 under the guidance of producer and rapper SKY-HI. Consisting of SOTA, SHUNTO, MANATO, RYUHEI, JUNON, and LEO, BE:FIRST has grown into one of Japan's most successful music acts, earning 12 No. 1 singles on the Billboard Japan Hot 100 while consistently selling out performances.

Now based in Los Angeles as they strengthen their international operations, BE:FIRST appears ready to embrace an even bigger stage. Their music continues to blur cultural and musical boundaries, combining polished choreography, compelling vocals, rap, and dynamic production into a sound that resonates across languages and borders.

Powered by their dedicated global fandom known as BESTY, BE:FIRST is entering what may become the defining chapter of their career. With "BRUCE WAYNE" leading the way, WATCH ME on the horizon, and a world tour set to connect them with fans across continents, the group is no longer simply representing Japan's thriving music scene. They are steadily positioning themselves as one of Asia's next global pop powerhouses.