BE:FIRST has dropped the music video for "WATCH ME feat. BIA," the lead single from their new global EP of the same name. Released September 18, "WATCH ME" marks the group's U.S. debut and was developed under producer SKY-HI with input from international collaborators.

The track pairs BE:FIRST with American rapper BIA, bringing a cross-Pacific collaboration to the project. The choreography came together through a partnership between BE:FIRST member SOTA and choreographer ReiNa—the same creative team behind previous works "Mainstream" and "Masterplan."

SOTA originated the music video's concept, which takes a freestyle direction aimed at capturing the members' personalities and natural movement. Rather than following a traditional narrative structure, the video leans into playfulness and groove, letting the group's chemistry take center stage.

This U.S. debut represents a significant step in BE:FIRST's expansion beyond the Japanese market. The choice to work with producer SKY-HI and international partners signals the group's commitment to creating music that resonates with a global audience while maintaining the group's identity and artistic vision.