Be:First

Be:First operates as the flagship act of the BMSG agency, a label founded by Sky-Hi to address specific gaps in the Japanese entertainment industry. Unlike many groups that train for years in isolation or seek opportunities abroad, this unit was forged in the public eye through the survival show The First. The project aimed to create a sustainable platform for Japanese artists who might otherwise leave for the Korean market. Since their debut in August 2022, the group has maintained a steady trajectory of success, topping domestic charts and building a dedicated fanbase known as BESTY.

The current five-member lineup delivers a sound that fuses the rhythmic intensity of hip-hop with the melodic structures of modern pop. Their performances are characterized by sharp choreography and vocal precision, reflecting the rigorous training received during the selection process. Fans connect with their narrative of overcoming challenges, particularly after the lineup change in 2025. The group's ability to adapt while maintaining their core identity has kept them relevant in a rapidly evolving music scene. [edit]

The journey began in late 2021 when rapper and entrepreneur Sky-Hi launched The First, a reality competition designed to find the next generation of Japanese superstars. The show sought to solve a pressing issue where talented performers left Japan due to limited domestic opportunities. Over several episodes, hundreds of applicants competed in singing, dancing, and rapping challenges under the watchful eyes of judges and the viewing public. The final selection took place on November 3, 2021, when six finalists were chosen to form the inaugural act of the newly created BMSG agency.

Following their selection, the members underwent intensive training to prepare for their commercial debut. They honed their skills in various genres, ensuring they could handle complex arrangements and dynamic stage performances. The group made their official entrance on August 31, 2022, with the release of their debut single Toyfriend and the studio album Be:1. Both projects achieved immediate success, reaching number one on the Oricon Weekly Album Chart and the Billboard Japan Hot Albums chart. This rapid ascent validated Sky-Hi's vision and established Be:First as a leading force in the new era of J-pop. [edit]

Their sonic palette blends J-pop melodies with hip-hop beats and R&B vocals, a style heavily influenced by Sky-Hi's production background. Early releases like Toyfriend showcased high-energy rap verses paired with catchy hooks, setting a template for their initial image. As the group matured, their sound evolved to include more diverse textures. The 2023 album BE:FIRST ALL DAY introduced electronic and dance elements, demonstrating a willingness to experiment beyond traditional idol tropes.

By 2024 and 2026, the group began incorporating global pop sensibilities into their work. Collaborations such as BRUCE WAYNE with American rappers Flo Milli and ATL Jacob marked a shift toward international appeal. These tracks feature English lyrics alongside Japanese verses, aiming to resonate with listeners outside Japan. Their production approach remains rooted in urban rhythms but expands into broader pop territories, creating a versatile sound that adapts to both domestic trends and global listening habits. [edit]

Be:First represents a significant shift in how Japanese agencies develop talent. By proving that a domestically formed group could achieve massive commercial success without relying on the traditional trainee system or seeking foreign partnerships initially, they have set a new precedent. Their formation through a reality show format also mirrors trends seen in other Asian markets but with a distinctly Japanese execution. This approach has revitalized interest in live performance competitions among younger audiences.

Their collaboration with Western artists like Flo Milli on BRUCE WAYNE signaled a growing confidence in cross-cultural partnerships. This move helped break down barriers between the J-pop and global hip-hop scenes, showing that Japanese acts can hold their own on international stages. The group's rise has encouraged other agencies to invest in homegrown talent and explore more aggressive global strategies for their own rosters. [edit]

Fans of the group refer to themselves as BESTY, often celebrating their community events with the hashtag #HAPPYBESTYDAY. The official fan color is a distinct electric blue known as Be:First Blue, which illuminates concert venues during performances. Members use the lightstick called the Be:Stick, a hexagonal prism device that changes colors based on the song being performed. The shape originally represented the six founding members, though it has been adapted for the current five-member lineup.

Community engagement extends beyond concerts to organized social media campaigns. Fans actively promote the group's releases on platforms like Twitter and Instagram, using hashtags like #BF_BRUCEWAYNE to boost visibility. The collective effort to support the group's chart positions and streaming numbers has been instrumental in their sustained success. Besty traditions include synchronized light stick waves and coordinated messaging during key milestones. [edit]

The group name 'Be:First' reflects Sky-Hi's philosophy of being the first to break barriers in the Japanese music industry., All original members were teenagers during the audition process, with the youngest being just 18 years old at the time of selection., The debut album Be:1 was produced entirely by Sky-Hi and his team to ensure a cohesive sound blending traditional J-pop with modern urban influences., Despite the departure of member Ryoki in 2025, the group continued to top charts without missing a beat, releasing new content immediately after the transition., The group frequently performs in smaller configurations for special dance videos, showcasing individual talents like Shunto's rap skills.[edit]