BE:FIRST has unveiled the music video for 'WATCH ME feat. BIA,' a collaborative single that pairs the Japanese group with rapper and singer BIA. The release represents BE:FIRST's continued push into cross-genre and international territory, building on their track record of bold production choices and boundary-crossing features.

BE:FIRST, the seven-member boy group under HYBE Japan and Source Music, has steadily built momentum since their 2021 debut. Their releases have consistently blended hip-hop, R&B, and pop elements, appealing to listeners beyond the traditional idol market. The addition of BIA to 'WATCH ME' extends that strategy by bringing an established American artist into the fold, signaling BE:FIRST's ambitions in the global market.

BIA is known for her appearances on tracks like Cardi B's 'Whole Lotta Money (Remix)' and her solo work, including 'DUH!' Her inclusion on this track brings star power and adds another layer to BE:FIRST's sonic identity. The collaboration suggests both artists are targeting audiences who follow hip-hop and rap as much as J-Pop and idol culture.

The music video release follows BE:FIRST's established pattern of investing heavily in production quality. Their past visuals have favored cinematic treatment and polished choreography, and this release likely maintains those standards. The group has built a loyal fanbase partly on the strength of these high-concept videos, which often feature intricate dance sequences and stylish visual storytelling.

For BE:FIRST, the 'WATCH ME' single continues a year of strategic releases aimed at diversifying their portfolio. Whether this collaboration will expand their reach among international listeners or deepen their connection with existing fans remains to be seen, but the pairing clearly reflects deliberate A&R choices on the part of HYBE Japan.