On June 28th, 2024, global girl group KATSEYE officially set their sights on pop stardom with the release of their debut single “Debut.” The witty metatextuality of it all offers just a glimpse into the dynamic personalities that define the group. Daniela Avanzini, Manon Bannerman, Yoonchae Jeong, Sophia Laforteza, Lara Raj and Megan Skiendiel were the six members chosen through fan voting to complete the group after their performance in the survival show Dream Academy, which aired throughout Fall 2023. Out of 120,000 submissions, twenty contestants took part in a training program, competing for viewer votes and one of the six spots available in KATSEYE.

KATSEYE’s origins trace back to when Korea’s legendary HYBE Records (BTS, NewJeans) united with America’s renowned Geffen Records (Camilla Cabello, Olivia Rodrigo) to form a global girl group that would connect with audiences all around the world. Not only do the girls represent multiple countries, ranging from America, South Korea, Switzerland, and the Philippines, but each member is of a distinct nationality: Sophia is Filipina, Manon is Swiss, Daniela is Venezuelan-Cuban, Megan is Chinese-Singaporean-American, Lara is Indian and Yoonchae is Korean.

“Debut” has seen its fair share of success, but it’s the group's second single, “Touch”, that has tapped them into the pop zeitgeist. Since its release on July 24th, the track has amassed 78 million streams on Spotify and 27 million views on YouTube. Fans were quick to turn the music video’s charismatic choreography into a viral TikTok trend, leading to the sound being used in over 250,000 posts to date.

After the group’s finalization in November 2023, the bulk of their 2024 has been consumed with preparation for their debut EP, SIS (Soft Is Strong), which was released on August 16th, 2024. To support the project, a documentary titled Pop Star Academy: KATSEYE dropped later that week (August 21st) on Netflix. The eight-episode mini-series follows aspiring artists as they endure performance training, guided by a variety of experienced music executives. Immediately after its release, negative tabloid headlines were soon to follow. Production was condemned for lying to contestants about the survival show aspect of the program and editing Manon, the group’s only Black member, in an extremely negative light.

What I anticipated would be a leisurely watch following the formation of a girl group was really just a facade to obscure the deeper meaning behind the series: the exploitative and predatory practices the K-pop industry uses to produce its artists. The girls, some of whom were minors, endured weeks of grueling rehearsals focused on sharpening their dancing and singing talents. Monthly evaluations took place to review their standing in the program, frequently accompanied by brutal feedback that left the candidates emotionally distraught. While the documentary appears to capture a transformative experience, I’m not convinced it’s a positive one. A specific segment of the documentary featured the girls undergoing makeovers to transform them into the pop star version of themselves, which would serve as their persona in the group. Amidst this process, they slowly leave their identities behind to satisfy the gaze of profit-driven executives.

This highly formulaic system may work wonders in the K-pop industry, though I’m not sure it will translate very well into America’s current pop landscape. Popular American music is currently leaning towards content that is personal, intimate and honest. Country, a genre that emphasizes storytelling in its lyricism, has dominated the charts over the past two years. Pop fans are flocking to the likes of Taylor Swift and Chappell Roan, both of whom have amassed fame for the strong connection their compositions elicit from fans. We just lived through Charli XCX’s “Brat” summer, an album acclaimed for the contrast of its vulnerable lyricism with illuminating rave beats. The roots of KATSEYE as a project steer in the exact opposite direction of openness and vulnerability - it’s all about perfection and precision.

On the other hand, it’s interesting to consider that KATSEYE’s niche could very well be what makes them a contender for superstardom. In an age where emphasis is being placed on rawness and authenticity, there are still many fans out there who crave masterfully constructed visual performances. Taking a look at today’s most popular artists, Tate McRae and Beyonce are really the only ones who come to mind that showcase how choreography can elevate performance. Since KATSEYE’s music video choreography inspired a viral trend, listeners may specifically appreciate that they are a group devoted to perfecting that aspect of their craft.

Of course, it also can’t be overlooked that it’s been quite some time since a Western girl group gained traction in the United States. Besides the small revival we saw with Fifth Harmony and Little Mix in the mid-2010s (thanks to the XFactor), it’s almost as if the imperial era of girl groups has been confined to the late 1990s and early 2000s. Destiny’s Child, TLC and En Vogue ruled R&B, while acts likethe Spice Girls and the Pussycat Dolls were changing the game for pop by showcasing the true potential of what girl groups could bring to the table.
With that in mind, it’s easy to understand why Americans could be yearning for a taste of the harmonious chemistry a girl group serves — especially since social media has allowed K-pop groups to crossover into American charts over the past few years. Luminate revealed that K-pop in the United States earned 9.2 billion streams in 2023, up 2.6 billion streams from 2022’s 6.6 billion. Just this past summer, two K-pop acts (STRAY KIDS and Jimin) held the Top 2 spots on the Billboard 200 for the first time ever. With KATSEYE’s streams increasing by the day, it will be an interesting sight to watch how far their vision will take them in the American pop music industry

KATSEYE: A laser-focused vision looking to carve out a new space in pop music