No one would have expected a K-pop group born from an idol audition program to develop such a clearly defined musical identity. Yet that is exactly the story of CLOSE YOUR EYES, formed through the Korean survival show Project 7, which aired in the second half of 2024. The seven boys selected in December 2024 wasted no time. On April 2, 2025 — just a few months later — they made their debut with ETERNALT, an eight-track mini album that immediately caught the attention of both critics and K-pop fandoms.

Beyond their distinctive name, CLOSE YOUR EYES quickly stood out for the poetic language that defined their music. Led by the title track “All My Poetry” songs such as “Subtitled” (full title in Korean is “In This Film That Holds You, My Lyrics Become the Subtitles”) and “Upside Down” (full title is “The Day Apples Fell Into the Sky” in Korean) filled their debut album with lyrical imagery, carried by the members’ convincing and emotive vocals.

CLOSE YOUR EYES presented a clear artistic direction — one shaped notably by two female creators. Creative director LEE HAEIN (b. 1994), a former trainee from the shows Produce 101 and Idol School and the producer behind KISS OF LIFE, led the group’s overarching vision. Singer-songwriter ADORA (b. 1997), formerly of Big Hit Music and known for her work on BTS’ “Spring Day” and TXT’s “Our Summer,” was also deeply involved in the group’s formation.

The act’s album ETERNALT ranked No. 13 on Billboard’s Best K-Pop Albums of 2025 list, while follow-up releases Snowy Summer (July) and blackout (November) further solidified the group’s identity in both music and performance. In particular, blackout surpassed 570,000 copies sold in its first week, the highest figure among boy groups debuting in 2025, exceeding Cortis’ 400,000. Beyond records and headlines, however, it is the seven members at the core who define the group.

“With every album, we’re given opportunities to participate in the process. Because we understand what we’re doing ourselves, we’re able to show who we truly are,” says JANG YEOJUN, who contributed to the choreography of the debut track’s chorus. After finishing 30th on Boys Planet in 2023, MA JINGXIANG persevered and ultimately debuted in first place, anchoring the group on stage. Leader JEON MINWOOK, who previously debuted with BAE173, revealed a newfound stability in his vocals, expanding the group’s sonic range. KIM SUNGMIN, SONG SEUNGHO and SEO GYEONGBAE — with little or no trainee experience — continue to grow like blank canvases, shaping their own tones and colors. KENSHIN, who ranked high throughout Project 7, stands out with exceptional dance skills and bright, incomparable energy.

CLOSE YOUR EYES makes it clear how joyful it can be when youthful energy meets beautiful melodies and carefully written lyrics. As the final K-pop rookie breakout of 2025, the group will hold their first solo concert, “Beyond Your Eyes,” this January — an invitation to witness the energy of seven rising artists up close.

A lot happened this year. Sure, one could say that about any year, but between all of the unhinged moments that went down these past 12 months across pop culture — particularly those relating to musicians — it feels especially true for 2025.

That’s why Billboard is taking a second to recap 10 of the most insane things that occurred in the music and entertainment world this year, from mega-viral videos that had the internet talking for weeks to huge award-show wins, engagement announcements (hi, Tayvis!) and one pop star who literally brought pop to the stars by going to space — not to mention a certain animated group of K-pop singers who took over TV screens and the charts this year, all while fighting demons on the side.

But first, a moment for the honorable mentions. While Harry Styles didn’t perform or release music this year, he did make headlines repeatedly for popping up in the most random locations, including Tokyo and Berlin to run the casual marathon and Vatican City to watch the very first American Pope formally ascend to the top of the Catholic church. Cardi B started dating NFL star Stefon Diggs and had a baby with him in the span of months, while BTS finally reunited on camera after its seven members finished their respective military enlistments, and LeAnn Rimes’ teeth fell out on stage.

Plus, Donald Trump crashed out over unsubstantiated theories regarding Bruce Springsteen and Beyoncé’s involvement in Kamala Harris’ campaign, Ariana Grande and Cynthia Erivo finally finished their two-year promotional run for the Wicked movies — encountering an aggressive prankster on the Singapore premiere red carpet along the way — and Diddy’s federal trial ended with the disgraced Bad Boy Records founder getting sentenced to four years in prison for prostitution charges. We could go on and on!

At the end of the day, though, only 10 landmarks in this year’s crazy pop culture timeline could make it on the list — and it’s time to get to them. Without any further adieu, check out Billboard‘s top wildest musical moments that will always be remembered about 2025 below.


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Some sneakers feel like moments. Others feel like milestones. The Chase B x Jordan CJ1 T-Rexx somehow manages to be both.

Travis Scott and Jordan Brand have spent the past few years redefining what a modern signature sneaker rollout looks like, new silhouettes, non-retro energy, culture-first storytelling. With the CJ1 T-Rexx, that momentum officially expands beyond Travis himself, landing with his longtime collaborator, fellow Houston native, and creative partner, Chase B.

And that matters.

For Chase, “being the first person to show up next to his name on a Jordan collaboration means everything. I grew up as an athlete, a fan of Michael Jordan, a fan of sneakers, and a fan of design, all of those worlds coming together in this moment is really special.”

Chase B isn’t just “another DJ.” He’s a tastemaker who came up spinning records at Howard University, sharpened his instincts in New York City’s nightlife scene, and eventually became the sonic backbone of Travis Scott’s live shows. From producing genre-blending records to co-founding Cactus Jack Records, Chase has always lived at the intersection of sound, energy, and experience. This sneaker reflects that same ethos.

“Mentally, the biggest thing for me was always the storytelling behind it, my art — my influences, and especially my big brother, long live DJ Clark Kent,” he explains. “That influence is deeply embedded in this. The MF DOOM inspiration is more design-driven, but the meaning goes much deeper once you put the shoe on.”

Visually, the CJ1 T-Rexx keeps things grounded but intentional. A black-based mesh upper sets the foundation, paired with grey overlays and the Travis Scott signature reverse Swoosh on the lateral side. It’s understated at first glance, but the details do the heavy lifting. 

The neon green outsole doesn’t just pop, it glows in the dark, literally carrying Chase B’s and Travis Scott’s names beneath your feet. It’s one of those elements you don’t fully appreciate until you’re standing in low light and everything suddenly comes alive.

That glow isn’t just aesthetic. Chase explained that as a DJ, “it’s about looking down and seeing that positive light, that positive energy. As a DJ, so much of what you do happens at night. You might walk into a club at two in the morning to start a set, or step onto a festival stage at one in the morning. Everything happens in the dark.”

So much of his world exists in darkness, clubs, festivals, late-night sets. The glow-in-the-dark finish becomes symbolic. Chase’s idea was “giving yourself that battery, that positive light, that energy, to really glow in the dark. As a DJ, that’s really the only requirement. You walk into these rooms, all the attention is on you, the lights come up, and that’s what these shoes represent.”

A reminder to bring your own light into the room. Unlike most glow sneakers that rely on sail or off-white bases, “with these, the green actually glows in the dark… You might step into the wrong shadow and suddenly everything just lights up.”

Then there are the quiet flexes. The 3M piping on the strap that only hits at the right angle. “Don’t overlook the 3M on the piping on the strap,” he says. “You really have to catch it at the right angle to notice it, but that’s honestly my favorite part of the shoe. I love looking down and taking photos with the flash on, that’s when it really hits.” Then there’s the ostrich-inspired detailing, nodding to the legendary MF DOOM x Nike SB Dunk: “It’s the small tweaks, the subtle things you can make your own, that matter the most.”

But where this release truly separates itself is the packaging. Chase looked at the shoes and thought, “This is amazing, but what can I add to make it even more mine?” That’s when he started thinking about the box. “I asked around in Portland and wondered, has anyone ever done a glow-in-the-dark box? For real, has it been done? If I found out yes, I didn’t want to be second. So, I asked some more, and they were like, ‘I don’t think anyone had done it yet.’”

Chase B made the packaging part of the story. Not an afterthought. Not a collector’s gimmick. A first-of-its-kind glow-in-the-dark shoe box that feels like his signature moment, similar to how the reverse Swoosh defines Travis or the orange tab defined Virgil. It’s rare to see packaging carry this much weight, but here it feels earned. It extends the idea that the experience doesn’t start when you lace them up, it starts when you open the box. This ended up being his “favorite part of the whole process.”

The timing couldn’t be more intentional.

The CJ1 T-Rexx officially released on December 19 for $200 via Nike SNKRS and select retailers. That same day, Chase B dropped “Satellite,” the lead single from his upcoming album Be Very Afraid, featuring Don Toliver and SoFaygo. He also released a collaborative hat with Lids. New song. New sneaker. New gear. One cohesive moment across music, fashion, and culture.

“Satellite” serves as both an introduction and a mission statement, it “really sets the tone for the entire album.” Electronic textures colliding with high-energy rage rap, designed to be felt live, not just streamed. Just like the sneaker, it’s about energy, movement and atmosphere. 

“That record is super important to me,” he explains. “It’s going to be crazy, and I can’t wait for people to really hear it, experience it at festivals, and feel it live at shows. It’s the song that introduces the world to the energy of the project.”

For Chase, “Satellites,” “stands out because it feels different from what’s out there right now. It’s high-energy, it’s bold, and it sets the foundation for everything that follows on the album… Getting that record to the people was essential.”

There’s also history baked into this release. This is the first time the Jumpman Jack silhouette officially transitions into its new name: the CJ1 T-Rexx. Chase himself confirmed it. “This one actually is the first shoe that switches over from the Jumpman Jack to the T-Rex, that’s why T-Rexx is on the box. Either one is cool to me, but I feel like Jordan would rather y’all call it the T-Rexx.”

And at the core of this shoe is friendship. Chase and Travis are both Houston natives who built something global together. This sneaker reflects that shared foundation and the city that raised them.

“Jordans in Houston are a whole thing,” he relates. “Going back to Jordan 11s and just being outside Sharpstown, or outside the First Colony, or the Galleria, me and Travis were always heavily involved in all that with the OG pairs of Jordans. That was our whole thing, having the fours with the Nike Air on the back, or threes with the Nike Air on the back. That friendship really gets represented in this shoe.”

From growing up chasing Jordan releases to bonding over OG’s, the shared foundation between Chase and Travis is deeply embedded here: “It just means a lot for both of us, and it’s crazy to see people so excited about it. Not just for the hype, but to really be part of this moment with me and him. It’s super exciting, and I’m glad everybody is feeling the shoe so heavy.”

So where does that leave us?

For me, the Chase B x Jordan CJ1 T-Rexx is a Flex. Not because it’s rare, not because it glows, but because it feels intentional and personal. From the sneaker’s soles to the box, the Chase B x Jordan CJ1 T-Rexx is focused on experience, how it feels to wear, to move, to perform, to exist in it.

Now it’s your call: Flex, Trade or Fade?

Flex: You love it and would wear it.

Trade: You’d buy it to resell for some cash or trade to get shoes you really want.

Fade: You don’t like it at all.

“All I Want for Christmas Is You” isn’t the only Mariah Carey song topping a Billboard chart this week.

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As the diva’s holiday juggernaut, released in 1994, enjoys a record-setting 20th week at No. 1 on the Billboard Hot 100, Carey unwraps another chart-topper with her 2025 single “In Your Feelings,” which rises from the runner-up spot to crown the Adult R&B Airplay chart dated Dec. 27.

The track, released and promoted through MARIAH/gamma., ascends as the most-played on U.S. panel-contributing adult R&B radio stations for Dec. 12-18, according to Luminate. It improved 19% in plays compared to the previous week and wins the Greatest Gainer honor for the list’s largest increase.

With “In Your Feelings,” Carey celebrates a fourth Adult R&B Airplay No. 1. She first claimed the summit via “We Belong Together,” which stitched an eight-week rule in 2005, and followed with six-week champ “Fly Like a Bird” the following year. After that pair, she closed a 19-year gap between leaders when “Type Dangerous” scored three weeks in charge this August. (She first topped many Billboard tallies when her debut, “Vision of Love,” led the Hot 100 and Adult Contemporary charts dated Aug. 4, 1990.)

“We Belong Together” and “Fly Like a Bird” are from Carey’s 2005 album, The Emancipation of Mimi, while “Type Dangerous” and “In Your Feelings” appear on her latest project, Here for It All. The set was released in September and debuted at No. 1 on the Top R&B Albums chart.

Plus, as Carey had two other Adult R&B Airplay hits — “Shake It Off” (No. 6) and “Don’t Forget About Us” (No. 12) — in between the “Together” and “Bird” coronations, the “Dangerous”/“Feelings” combo marks her first linking of consecutive leaders on the list.

Elsewhere, “In Your Feelings” pushes 17-12 on the R&B/Hip-Hop Airplay chart, which ranks songs from combined audience totals from adult R&B and mainstream R&B/hip-hop radio stations. There, it improved to 5.5 million in audience, up 21% from the prior week’s total, and captures the chart’s Greatest Gainer prize.

Two other songs from Here for It All have made Billboard radio charts, while another is planned to be promoted. “Type Dangerous” follow-up “Sugar Sweet,” featuring Shenseea and Kehlani, hit a No. 17 high on Mainstream R&B/Hip-Hop Airplay, No. 23 on R&B/Hip-Hop Airplay and No. 31 on Rhythmic Airplay, while, this week, “Jesus I Do,” featuring The Clark Sisters, debuts at No. 27 on Gospel Airplay. Carey makes her first career appearance on Gospel Airplay (and The Clark Sisters, their sixth).

Meanwhile, as of Jan. 12, Here for It All ballad “Nothing Is Impossible” will be worked to adult pop and adult contemporary formats.

All charts dated Dec. 27 will update on Tuesday, Dec. 23, on Billboard.com.

A Brooklyn federal judge on Friday (Dec. 19) overturned the murder convictions of one of the two alleged killers of Run-DMC’s Jam Master Jay, ruling the government’s decades-delayed case against him was “impermissibly speculative.”

Nearly two years after a jury found Karl Jordan, Jr. guilty on two federal murder counts for the rap icon’s long-unsolved slaying, Judge LaShann DeArcy Hall granted Jordan’s motion for acquittal — an extraordinary move that sets aside the jury’s verdict.

In doing so, the judge said there was “simply no evidence” for Jordan’s alleged motive: payback over a botched cocaine deal.

“After a review of the trial record, the court finds that the government’s theories of Jordan’s drug-related motive to kill Mizell or drug offense-related motive to use a firearm are impermissibly speculative and just conjecture,” the judge wrote. “Jordan has met the heavy burden [under federal rules] to be granted a judgment of acquittal.”

The judge refused, however, to grant a similar reprieve to Ronald Washington, Jay’s other alleged killer, who was convicted alongside Jordan last year. In Washington’s case, the judge said prosecutors had shown jurors enough evidence to support the guilty verdict.

“A reasonable jury could conclude Washington sought to murder Mizell in reprisal for Mizell’s failure to ensure Washington’s promised involvement in the Baltimore deal, as well as to send a message to other co-conspirators,” Judge DeArcy Hall wrote in her ruling.

In a statement to Billboard, Jordan’s attorney Michael Hueston said, “On behalf of Mr. Jordan and his family, today’s decision brings a measure of solace as they approach the holiday season.”

Unlike a traditional not-guilty verdict, Jordan’s acquittal can be appealed by federal prosecutors; he’s also still facing a separate trial on a slew of drug-related charges that were split from the murder counts. A spokesman for the prosecution declined to comment.

Washington’s lawyer, meanwhile, vowed to challenge the ruling against her client, telling Billboard that she was “looking forward to the appeal.”

Run-DMC — Jason “Jam Master Jay” Mizell, Joseph “Rev. Run” Simmons and Darryl “DMC” McDaniels — is widely credited as one of the most influential acts in hip-hop history. The trio’s 1985 release, King of Rock, was hip-hop’s first platinum album, and the group’s 1986 cover of Aerosmith’s “Walk This Way” reached No. 4 on the Billboard Hot 100.

Jay’s shocking killing, on Oct. 30, 2002, had long been one of hip-hop’s famous cold cases, joining the unsolved murders of Tupac Shakur and The Notorious B.I.G. Though witnesses were in the room when the murder happened and police generated a number of leads, no charges were filed until August 2020, when prosecutors finally unveiled the case against Washington and Jordan.

Over a three-week trial in early 2024, the feds told jurors that Jay had turned to the drug trade as Run-DMC’s popularity had waned. They argued that Washington, a childhood friend, and Jordan, Jay’s godson and neighbor, had helped Jay sell the drugs, but eventually plotted his murder after he allegedly cut them out of a major deal.

After hearing from more than 30 witnesses, jurors convicted both men on two counts: murder while engaged in narcotics trafficking and firearm-related murder. At the time, U.S. Attorney Breon Peace said Washington and Jordan had “finally been held accountable for their cold-blooded crime driven by greed and revenge.”

But in her ruling on Friday, Judge DeArcy Hall said the government had not proven key elements of those specific crimes when it came to Jordan — specifically, a connection between the alleged drug plot and the 2002 killing.

“The record in this case is bereft of such an ‘obvious link,’ or any link, between the failed Baltimore deal and Jordan’s decision to participate in Mizell’s murder two months later,” the judge wrote. “There is simply no evidence of a personal dispute between Jordan and Mizell, or any suggestion that Jordan felt slighted by his role in the conspiracy.”

Jay Bryant, a third man allegedly involved in Jay’s killing, who prosecutors charged in 2023, is scheduled to go to trial in May. During the 2024 trial, attorneys for both Jordan and Washington argued that Bryant was the true alleged shooter.


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People sang around Christmastime as early as the year 129 A.D. and created Latin hymns for the season by the 4th century, but it wasn’t until the 12th century that folks started singing what we would consider to be Christmas carols. There was an explosion of new Christmas songs in the 19th century, and by the 20th century, more secular holiday tunes had become an essential part of the season, from Irving Berlin’s smash hit “White Christmas” (immortalized by Bing Crosby) to “Silver Bells” to “Rudolph, the Red-Nosed Reindeer.”

The bar has been set high in the last 70 years, from Brenda Lee’s “Rockin’ Around the Christmas Tree” to Mariah Carey’s “All I Want for Christmas Is You,” both of which topped the Billboard Hot 100 decades after their initial release and continue to compete for the upper echelon of the Hot 100 each December.

Of course, artists are still making new Christmas music, but a lot of the songs they record in the 21st century go way back – “Silent Night” was written in 1818, for example. Still, more than 200 years later, songwriters are penning new Christmas songs. Where will the next future classics come from? Here’s one place to look, as our Billboard critic ranks the 30 best original Christmas songs by American Idol finalists from the series’ multiple seasons on Fox and ABC-TV.

To see what’s hot during the cold season, take a look the No. 1 song on our annual Holiday 100 chart. For a list of our staff picks of the 100 best Christmas songs of all time, grab a cup of eggnog and peruse this one. And to see our Billboard chart-based list of the greatest holiday hits of all time, jingle your way right over here.

Fred Bronson has been covering American Idol for Billboard since 2003. He has curated a Spotify playlist of Idols singing Christmas songs, both originals and covers.

Billboard’s Top Country Songs chart often showcases a wide range of artists, some of whom are deeply entrenched in the country format and others who are dipping their toes in country waters momentarily either as a solo act or as part of collaborations.

Over the past few years, pop and R&B artists including Beyoncé and Post Malone have landed on the chart, while country-leaning acts such as Zach Bryan, Kacey Musgraves and Oliver Anthony who don’t receive much terrestrial radio play have also found a welcome home on Top Country Songs.

Unlike the Country Airplay chart, which uses radio airplay impressions as its sole metric, Top Country Songs measures the week’s most popular country songs using three metrics: radio airplay audience impressions, sales data and streaming activity data, all tracked and compiled by Luminate. Also unlike the Country Airplay chart, tunes also often take up months-long residency at the top of the Top Country Songs chart: Morgan Wallen’s “Last Night” spent 25 weeks at No 1 in 2023, while Shaboozey’s “A Bar Song (Tipsy)” logged 27 weeks at No. 1 in 2024 and continued at the top spot for another 18 weeks this year.

This year had a few surprising names, including a number of artists who aren’t usually associated with the country format — making it safe to say that Top Country Songs may be one of the most diverse tallies Billboard compiles.

Eight artists logged their first Top Country Songs Top 10 during Billboard’s charting year in 2025. They span several different genres, which shows just how attractive the country genre is to artists from other styles and how welcoming the genre is. (By contrast, only four acts registered their first Top 10 on the Country Airplay chart in 2025. That’s a sharp drop from 2024, when 17 artists had their first Top 10 on the chart — but that probably says more about how slowly the Country Airplay chart moves than radio having some unwillingness to add new artists this year.)

Below, in alphabetical order, is a list, compiled by Billboard charts data analyst Russ Penuell, of the artists who reached the top 10 on Billboard’s Top Country Songs chart for the first time in 2025:


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“To achieve the ultimate goal of cultural change, it’s almost a necessity to make sure you have many of them progressing.”

This was the story shared by HYBE Chairman Bang Si-hyuk in the Oct. 7 column in The New Yorker titled “The K-Pop King.” Following the success of BTS, HYBE, which has become Korea’s largest entertainment company, has strived to move beyond defining K-pop as a genre of a specific country. It has worked to implant its core production system and philosophy into the world’s largest music market, the U.S., and further, to act as a “global pop evangelist” targeting the global market. HYBE AMERICA, established on April 26, 2019, in Santa Monica, California, is at the center of this bold paradigm shift.

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After a long period of localization, HYBE AMERICA has settled K-pop into the U.S. market and produced original results. The first proof is KATSEYE, the global girl group jointly created by HYBE and Geffen Records. Manon, Sophia, Daniela, Lara, Megan and Yoonchae, selected through the audition program The Debut: Dream Academy and the Netflix documentary Pop Star Academy: KATSEYE, are members from diverse cultural backgrounds who have quickly established themselves in the pop market. Debuting on Nov. 18, 2024, the group has shown a steady upward trajectory, achieving remarkable success faster than anyone anticipated. Their second EP, Beautiful Chaos, released in June 2025, peaked at No. 4 on the Billboard 200 chart, while their track “Gabriela” peaked at No. 31 on the Billboard Hot 100. Their nominations for best new artist and best pop duo/group performance at the 68th Grammy Awards are a proud badge of honor.

“You know how machine learning happens? We don’t apply our methodologies uniformly in each region, but we don’t follow the practices of each region blindly, either,” Chairman Bang said in the New Yorker profile. “We take what works.” Under Chairman Bang’s vision, HYBE is creating a global cultural phenomenon “produced” through local infrastructure and talent. HYBE Latin America, established in 2023, launched its first boy group, SANTOS BRAVOS, this year. A new U.S. market boy group project with Ryan Tedder, who produced KATSEYE’s “Debut,” has also been announced. It seems the continuous investment in the North American market — despite persistent deficits and operating losses from localized groups and business diversification — is beginning to pay off.

At the forefront of K-pop localization are four pioneers actualizing Bang Si-hyuk’s vision: In Jeong-hyeon, head of creative production, who oversees the creative direction for the KATSEYE project; Son Sung-deuk, executive creator, who wrote the history of K-pop performance and now leads the localization of the T&D (training & development) system; Hyewon Lee, vp of merchandising and strategic planning, who expands the artist’s worldview into products and spaces, managing the front line of the fan experience; and Hyejin Lee, GM, who spearheaded BTS’s global marketing and now leads the new boy group project with Ryan Tedder.

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Through in-depth interviews with these four leaders at the HYBE AMERICA headquarters in Los Angeles, we delved into the vivid process and philosophy of how HYBE’s grand dream is pioneering a new era in the heart of America.

Pop Star Academy Unveiled

HYBE AMERICA’s challenge was a massive experiment from the start. “When I first came over, the discussion was literally, ‘Let’s try to make a global girl group targeting the US market,’ and that was it. It was a zero-base state,” recalled Jeong-hyeon, who joined the project in its early stages. Jeong-hyeon’s mission was to be the “bridge” between the headquarters and local staff. However, the process of planting the seed was not easy. The biggest hurdle was the deep-seated local prejudice against K-pop’s core long-term training system.

“It wasn’t about transplanting a successful formula as-is; it required a deep understanding of the local culture and market characteristics and reinventing the system to fit them. My role began with building the system to match the local situation,” Sung-deuk reflected on the early days of HYBE AMERICA. The U.S. operation’s answer to break through these cultural misunderstandings and prejudices was to utilize media: namely, The Debut: Dream Academy and Pop Star Academy: KATSEYE.

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It was an unconventional attempt to bring the K-pop artist development process from the shadows into the light, transparently revealing it to the world. Through this program, HYBE sought to prove that its training system is a high-tech “academy” that maximizes potential. The 20 trainees selected from 120,000 applicants grew while receiving comprehensive care, including vocal and dance training, as well as media training, character education and psychological counseling. Viewers didn’t just see the “finished idol” as a final product; they watched the entire process of an ordinary girl becoming an artist through sweat and tears, feeling a deep connection and authenticity. This was the most effective communication method to explain the essence of the K-pop system and translate HYBE’s philosophy into the grammar of the world’s largest market.

Reinventing the Training & Development System

The HYBE T&D system, unveiled through The Debut: Dream Academy, was fundamentally different from past methods. Sung-deuk compares himself to a “gardener” who provides water and fertilizer to the tree that is the artist. “It’s not the old way of forcing an artist into a predetermined mold,” he says. “Today’s T&D is closer to the role of discovering an artist’s unique potential and helping it blossom.” This means holistic support, going beyond technical training to include mental care for psychological difficulties.

This philosophy was clearly evident in The Dream Academy. Instead of dividing participants by rank, it respected each individual’s strengths and approached them from a perspective of “different,” not “wrong.” As Sung-deuk, puts it, “A participant may deviate from a standardized dance style, but we saw it as the participant’s ‘different form of expression’ and worked together on how to develop that individuality.” 

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This aligns perfectly with Chairman Bang’s emphasis on a “system that respects individuality.” He believes the system should not be a frame that confines artists, but a safety net and a stepping stone that supports them in fully displaying their talents. The diverse nationalities, ethnicities and cultural backgrounds of the KATSEYE members could merge into one organic team under this philosophy. Respecting each person’s uniqueness and helping that difference create synergy — this is the new definition of the K-pop T&D system.

Localized Marketing and Expanded Fan Experience

How to connect the successfully launched artist with the American public? Hyejin Lee and Hyewon Lee meticulously executed Chairman Bang’s localization strategy from the perspectives of marketing and fan experience, respectively.

Hyejin Lee, formerly the head of BTS’s dedicated management, began full-scale “localization” with the KATSEYE project. “We received a lot of feedback that in the U.S., ‘individual personality’ and ‘authentic stories’ are just as important as the team’s identity,” she says. This was a fact already proven through The Debut: Dream Academy. As an extension of this strategy, in a move rare for K-pop, they allowed trainees to operate personal social media accounts before their debut, creating an environment to freely express their individual charms.

This strategy paid off when “Touch” went viral on TikTok. “One of the videos we produced unexpectedly caught the algorithm, and KATSEYE’s name and music began to spread even to the general public who knew nothing about K-Pop or HYBE,” says Hyejin Lee. This created a synergy with the Netflix documentary, turning the curiosity sparked by short-form content into a deep empathy for the group’s narrative. Hyejin Lee affirmed, “In an artist’s success today, short-form content is one of key marketing factors that determine success after music; it’s one of the top 3 key marketing factors that determine success.” 

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The connection with fans extends beyond online to offline. Hyewon Lee, who joined after long experience in the fashion industry, designs the “fan experience” through MD (merchandising) and pop-up stores. “The absolute top priority at our pop-up stores is the ‘fan experience,’” she says. “Rather than focusing on product sales, we concentrate on creating a ‘festival ground’ where fans can experience the artist’s worldview with all five senses and feel a sense of belonging as part of the community.”

She clearly pointed out the differences in MD consumption culture between Korean and U.S. fans. While Korean fans prioritize “collector’s value,” such as collecting photocards, U.S. fans treat MD as part of their “lifestyle,” wearing items like hoodies and hats in daily life to express their fandom. This analysis influences everything from product planning and design to pricing policy. At the recent LE SSERAFIM North American tour pop-up, they introduced Amazon’s “Just Walk Out” technology, eliminating long payment lines and maximizing the fan experience. This is a smart strategy that localizes the essence of K-pop, which values the bond with the fandom, to fit the U.S. market’s characteristics and technology.

Captivating America with Diversity and Authenticity

All philosophies and strategies are ultimately proven on stage. Jeong-hyeon pointed to KATSEYE’s first live performance after debut, the KCON LA stage, as the decisive moment she became convinced of their success. “Even though it was their first time in front of a large audience alongside many K-pop seniors, the members weren’t intimidated at all and just shone brilliantly on stage. The moment I saw that overwhelming performance and energy, I felt a conviction: ‘This is going to work.’”

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KATSEYE’s identity lay in the combination of “sophisticated pop that local listeners could accept without resistance” and “K-pop’s unparalleled high-quality dance performance,” says Sung-deuk, who notes that KATSEYE’s performance direction is “not creating boundaries.” It means aiming for a wide spectrum not confined to a specific style. The success of “Gnarly” in particular stemmed from the autonomy given to the members. “Instead of just having them follow set choreography, we encouraged the members to actively suggest ideas for gestures, facial expressions, and movements,” he adds.

Sung-deuk summarized the reason KATSEYE is loved in the U.S. market as “diversity” and “authenticity.” “I believe the sight of members from diverse racial and cultural backgrounds coming together to form one team creates a strong consensus with the younger generation living in today’s pluralistic society,” he says.

K-pop enjoys great popularity in the U.S. market today, and data supports its steady growth. According to Luminate’s mid-year 2025 report, K-pop still shows powerful influence in physical album sales based on a solid fandom. With albums from SEVENTEEN, Stray Kids and ATEEZ ranking in the Top 10 for U.S. CD sales, K-pop’s loyal fandom has become a crucial axis of the market. However, it was an unknown variable whether this popularity was a concentration effect of fandoms for big-name groups, or if it could truly apply to a pop star based on K-pop’s grammar — one who could be favorable even to a localized group.

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The “K-Pop King” article in The New Yorker features the story of Joshua, a 19-year-old Black dancer from Alabama, who flew to Los Angeles in 2024 to experience KATSEYE’s KCON LA stage. “To see people of my same background break out onto the scene, and to get to watch her journey and her growth, is really inspiring,” he said. “What’s special about Katseye is that they feel so down to earth — like normal people.” It was symbolic testimony that KATSEYE, representing multi-ethnicity and multiculturalism, had pioneered a new direction for K-pop in the U.S. market. Unlike in Korea, where there are significant restrictions on expressing one’s identity and thoughts despite social fame, K-pop in the U.S. market can afford more freedom to speak, think, and express. The GAP campaign in the summer of 2025, which added great significance to KATSEYE, was a symbolic scene that presented the new possibilities of an “unconfined K-pop.”

Breaking the Boundaries of K-Pop

KATSEYE’s successful landing is not the end, but the beginning. HYBE AMERICA is now preparing the next step. Hyejin Lee is currently leading a new boy group project with Tedder. “The process of producing a boy group shares many similarities with that of a girl group, yet there are some factors that need to be taken into account,” she says. “We need to quickly find the ‘super fans’ who will fervently support us from the beginning and provide exactly what they want.” This is an area where the fandom-building know-how that K-Pop has developed over decades can be more actively utilized.

HYBE AMERICA implants the system but evolves by respecting the local culture; it respects artist individuality but creates synergy as one team; it is based on fandom but moves toward the mainstream. This is not simply the process of making another pop group. It is a narrative that breaks the boundaries of K-pop by presenting a new success model for the 21st-century global music industry. The world is watching for HYBE’s exciting next chapter. 

This story written by Kim Do Heon was originally published by Billboard Korea.


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Feuding with 50 Cent on social media is like fighting Mike Tyson in his prime or playing Kobe Bryant in a game of one-on-one.

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Marlon Wayans learned that the hard way through his petty back-and-forth with 50, which centered around the Diddy docuseries that the G-Unit mogul produced for Netflix, and Wayans’ assertion that “karma” could be around the corner for 50.

Following a dose of brotherly love, Wayans agreed to step down and stop feuding with 50 after getting some advice from Damon and Shawn.

“My brothers, they were funny. Dame was like, ‘Why you pick the biggest brother? He’s on gamma rays. Stick to beefing with Soulja Boy, Kevin Hart — people that we can beat,’” Wayans said during an interview with KTLA. “‘You fight him. Leave guys that got shot nine times alone. He survived nine!’”

He continued: “I backed out, I think, because I always wanna focus on, you know, positivity, fun and I got a movie coming out, Scary Movie 6.”

Marlon Wayans explained that he’s going so far as to not even uttering 50’s name in public. “So I don’t even say that name anymore,” he added. “If you ask me, ‘Hey, you got change for a dollar? I need a half a dollar! So you need a half a dollar.’”

Wayans also clarified that there wasn’t any real malice with 50 and that this was more playful slapboxing than a legit fight.

“It wasn’t like, ‘l’m beefing with you.’ That was the bully on the block and the funny kid just doing the dozens, roasting each other,” he said. “That’s what we were doing. It’s just a public roasting of each other. For me it was all in fun and all in jest, and I think the world needs more of that.”

The petty feud with 50 was sparked by Wayans’ appearance on Real 92.3’s The Cruz Show Dec. 8, as the actor gave his thoughts on Sean Combs: The Reckoning.

“You can create any narrative as a producer and as a storyteller. I can create any narrative. It doesn’t mean it’s true. I can get interview. I can do this, I can get footage, and I could make you think this about that person,” he said. “That doesn’t necessarily mean it’s true. 50 and Puff have a long-term beef. It’s personal. It’s between him and Puff, but before it’s between the both of them, it’s between them and God. Puff’s down on his luck, and 50’s kicking a man when he’s down. If luck ever turns on 50, you gotta be careful what you put out. There’s a karma to every action.”

They continued to exchange a plethora of memes, which included Photoshopped pictures of 50 on a 12 Years a Slave poster or 50 firing back by posting Wayans’ Tiffany Wilson character from 2004’s White Chicks.

Back in September 2024, Wayans admitted to attending plenty of Diddy’s parties, but leaving early and not witnessing any of the jarring allegations made against Combs. The Bad Boy mogul was convicted on prostitution-related charges and sentenced to four years in October.


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One year after taking one final bow on the Eras tour stage, Taylor Swift is pulling the curtain back. The End of an Era, a six-part docuseries focused on the biggest tour of the superstar’s career, premiered its first two episodes on Disney+ on Dec. 12, and its second two on Dec. 19, with the final episodes rolling out on Dec. 23.

And while The End of an Era could have existed as pure fan service — and that is certainly an aspect of the opening episodes, with slow-motion shots of an unstoppable Swift and adoring supporters — the heart of the series is a documentation of singular pop spectacle, unpacking the personalities behind the tour and how they came together to producer something so massive.

Of course, that starts with Swift, whose attention to detail is both unsurprising and mesmerizing to witness in the context of pushing the Eras show to become more dazzling. The docuseries showcases the germination of the tour, and how it kept changing — including the incorporation of a new era, The Tortured Poets Department, as well as recurring and guest stage presences.

Her passion to entertain, to take care of her tour family, to clarify her artistic intent and to also simply enjoy every moment of the tour is presented as a balancing act that she can’t help but keep up. Just as there were no half-measures in the three-hour-plus show, Swift does not hold back in The End of an Era, and you finish each episode with a greater understanding of her intent.

The Eras tour will forever be a special experience for countless attendees, and The End of an Era honors that indispensability — while also tossing out new tidbits that even the super-fans will appreciate. Here are 13 things we learned from the episodes of The End of an Era so far.


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