Over 120,000 aspiring young talents from around the globe are vying for a spot in HYBE x Geffen’s ‘Global Girl Group.’
The choice is now down to Only 20 girls who are competing for a coveted spot in the yet-to-be-named girl group. This fierce competition is unfolding in real-time on The Debut: Dream Academy, a 12-week series launched on September 1, 2023, streamed on YouTube and ABEMA in Japan.
The fate of these 20 finalists lies in the hands of a worldwide, youth-oriented audience. Through TikTok and HYBE’s Weverse fan platform, viewers will have a say in selecting the members of the final ‘Global Girl Group.’
This latest development comes five years after Damian Marley told WMV that Reggae and Dancehall acts should “study the K-Pop genre” to understand where the music industry is going.
“We should investigate and take a page out of the K-Pop movement. The Korean government made very direct moves towards fueling their music industry. When we say we want support from the government what exactly are we speaking about? What are the details of that? We should look to other places and see what worked and what didn’t. We can learn from them because investment is what is needed.”
HYBE and Geffen/Universal Music Group’s ambitious endeavor extends beyond creating a pop sensation; it aims to globalize an entire A&R system rooted in the Korean music industry’s successful K-pop methodology. HYBE Chairman Bang Si-Hyuk and Interscope Geffen A&M Chairman and CEO John Janick introduced this innovative approach during a recent press conference.
“I have wanted to form an international group based on K-pop methodology for a while,” Bang explained to Music Business Worldwide.
“To do this I believed we needed a capable partner. When I met John [Janick], from the first moment, we both felt instantly that we had a connection, musically and creatively.”
The K-pop methodology involves careful planning and systematic member selection to craft a group’s image, sound, and stage presence to attract a targeted audience. HYBE x Geffen’s ‘Global Girl Group’ follows this blueprint while inviting the world to witness and engage in the process.
Unlike traditional K-pop endeavors confined to Korea, this project has scoured the globe for talent. The 20 finalists hail from diverse backgrounds, including Argentina, Belarus, Brazil, India, Japan, the Philippines, South Korea, Thailand, and the US. Impressively, over 119,980 applicants didn’t make the cut before The Debut: Dream Academy commenced.
The selection process for the 20 finalists involved a panel of experts, including Tom March (President, Geffen Records), Mitra Darab (President, HYBE x Geffen / HxG), Sungdeuk Son (Executive Creator, HxG), Humberto Leon (Creative Director), and Jay Ihn (Head of Creative Production, HxG).
What’s Next: The journey doesn’t conclude with The Debut: Dream Academy’s finale on November 17. A Netflix documentary is in the works, set to premiere in 2024, chronicling the years-long process of creating this unique girl group. Music production, marketing, and global distribution will also be pivotal in fostering a strong connection between fans and the group.
HYBE’s Expanding Vision
The HYBE x Geffen joint venture is a facet of HYBE’s broader, multi-year effort to extend beyond K-pop and become a global music recording powerhouse. Notably, HYBE’s acquisition of Ithaca Holdings in 2021 and its partnerships with entertainment giants like the Walt Disney Company demonstrate their determination to diversify and expand.
Glocalization and Customization
Creating a globally renowned pop group in today’s music industry climate is no small feat, as many countries prioritize local artists. However, HYBE and Geffen have strategic advantages, including HYBE’s Weverse platform and proprietary AI technology from Supertone. Weverse has rapidly grown its user base and acts as a bridge between artists and fans worldwide. Supertone’s AI technology enables artists to release songs in multiple languages, potentially breaking down language barriers and customizing music for different markets.
