According to Billboard’s update on May 13 (local time), KATSEYE’s “Gnarly” not only entered the Hot 100 (chart dated May 17) but also ranked No. 39 on the Global Excl. U.S. and No. 47 on the Global 200 chart. They also climbed back up the Emerging Artists chart, securing the No. 11 position. Their rise on international rankings was preceded by a strong performance in the UK, where the track landed at No. 52 on the Official Singles Chart for May 9–15. On Spotify’s Global Weekly Top Songs for May 2–8, “Gnarly” reached No. 60.
In a statement released via HYBE, the members of KATSEYE shared their excitement and gratitude: “This moment feels surreal. Making it onto the Billboard Hot 100 is like a dream come true. We’ve worked so hard, and this proves that passion and effort really pay off. We hope our journey inspires other girls, boys, or anyone chasing big dreams.”
Betting Big on “Gnarly“: A Calculated Risk That Paid Off
“Gnarly” is a genre-defying hyperpop track with aggressive dance and punk elements. From the beginning, HYBE and Geffen were aware the track might polarize audiences. The song was chosen early during the creative process for the debut EP, with concerns about whether it was too experimental for a rookie group. However, under the leadership of HYBE Chairman Bang Si-hyuk and the creative direction of lead producer Injeong Hyun, the track was reworked to fit KATSEYE’s identity.
Hyun commented, “We designed this song to showcase KATSEYE’s explosive stage presence. During recording, we made various attempts to preserve the song’s unique flair while incorporating KATSEYE’s own identity.”
Instead of debuting on U.S. media platforms, HYBE and Geffen made the unconventional decision to launch KATSEYE’s live performance promotions in Korea. Their first stages aired on M Countdown, Music Bank, Show! Music Core, and Inkigayo—and instantly went viral. Performance clips quickly spread across social media, especially a Studio Choom dance video that now boasts over 7.79 million views.
Global Vision, Local Execution
KATSEYE is the result of HYBE and Geffen’s joint audition project, The Debut: Dream Academy. After a global competition, the selected trainees underwent K-pop-style training in performance, vocals, and teamwork. While they trained under Korean systems, the group’s overall concept, sound, and marketing were tailored for the U.S. market. This hybrid approach—K-pop fundamentals infused with localized storytelling—has allowed KATSEYE to resonate with a broader international audience.
HYBE’s willingness to adapt its proven methods for the global stage has proven effective. Unlike the U.S. music industry, where labels typically sign fully developed artists and invest primarily in promotion, K-pop’s model is based on grooming talent from the ground up. Recognizing this structural difference, HYBE established a dedicated T&D (Training & Development) center in the U.S. to bring its artist development expertise abroad.
A Cultural Breakthrough in Real-Time
KATSEYE is now being hailed as a proof-of-concept for this globalization strategy. Their rapid success—achieving major chart rankings within months of debut—demonstrates the scalability of K-pop’s production model in Western markets.
The group’s Billboard Hot 100 debut represents more than just a chart position—it signals a shift in how global audiences consume K-pop. KATSEYE is not just riding the Hallyu Wave; they are helping to reshape it. By blending K-pop’s intensive development process with a globally aware artistic concept, they are carving out a space that doesn’t neatly fit into either the Western or Eastern pop mold.
Their success shows that the future of K-pop lies not only in Korea but also in how it evolves through localization, collaboration, and global outreach.
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