KATSEYE Makes Waves on Billboard Hot 100 with 'Gnarly'

The global girl group KATSEYE (캣츠아이), formed by HYBE and Geffen Records, has officially entered the Billboard Hot 100 chart in the United States. This achievement follows their recent success on the UK Official Singles Chart, marking a significant milestone for the group.

According to the latest Billboard chart released on May 13, 2025, KATSEYE's digital single 'Gnarly (날리)' debuted at number 92 on the Hot 100. The track has also made a notable impact on the Billboard Global charts, reaching 39th place on the 'Global (excluding the U.S.)' chart and 47th on the 'Global 200'. This surge in popularity has allowed KATSEYE to re-enter the 'Emerging Artists' chart at number 11.

Previously, 'Gnarly' secured the 52nd position on the UK Official Singles Chart (for the week of May 9-15), hinting at its potential to disrupt the mainstream pop market. Additionally, the song ranked 60th on Spotify's 'Weekly Top Songs Global' chart for the period of May 2-8, generating considerable anticipation.

KATSEYE expressed their excitement through HYBE, stating, "This moment feels unreal. Making it onto the Billboard Hot 100 is like a dream come true for us. We have worked incredibly hard, and this result shows that effort and passion truly pay off. We hope our journey can inspire boys and girls chasing their own big dreams."

'Gnarly' is a hyper-pop track infused with dance and punk elements. Upon its release on April 30, it received mixed reviews, with some praising its bold and experimental sound while others found it unfamiliar.

HYBE and Geffen Records were not caught off guard by the mixed reactions. 'Gnarly' was secured during the preparation phase of KATSEYE's debut EP, despite some concerns that it might be an early challenge for the group. However, under the guidance of Chairman Bang Si-hyuk, the production team collaborated closely to create a track that emphasizes powerful performances.

HxG's Chief Creative Producer, Jeong Hyun, noted, "We aimed for KATSEYE to exude an artist's aura on stage with explosive performances. During the recording process, we made various attempts to capture KATSEYE's unique color without compromising the song's individuality."

To showcase their performance, KATSEYE chose Korean music shows, which proved to be a successful strategy. Their bold music, striking styling, and powerful performances captivated global fans. Videos of KATSEYE's performances on shows like Mnet's 'M Countdown', KBS2's 'Music Bank', MBC's 'Show! Music Core', and SBS's 'Inkigayo' quickly spread across social media, boosting their popularity. The performance video of 'Gnarly' on M2's 'Studio Dance' channel has surpassed 7.79 million views on YouTube.

The combination of innovative approaches, maximizing the artists' inherent capabilities, and the remarkable growth of the six members has led to this success. HYBE and Geffen Records stated, "Korea was the most effective stage to realize new music, concepts, visuals, and performances, and this strategic choice proved to be effective."

KATSEYE's success is rooted in HYBE's nurturing and production system, which has transformed K-pop into a global cultural phenomenon. This aligns with Chairman Bang Si-hyuk's philosophy of wanting to expand K-pop's reach and ensure its sustainability.

KATSEYE was selected through the global audition project 'Dream Academy' and underwent training based on Korean-style performance, vocal, and teamwork development. While applying the so-called 'K-pop methodology', they flexibly localized their concept and communication for the American market.

The music industry structures in the U.S. and Korea differ significantly. Korean agencies scout potential talents and systematically train them in music, dance, and stage presence to develop them into artists. In contrast, the U.S. lacks a trainee system, focusing instead on signing already established artists for marketing and distribution.

It was uncertain whether 'K-pop DNA' could be integrated into the culturally distinct American market. However, HYBE successfully transplanted its K-pop production system, the T&D Center, to the U.S., optimizing the artist development system. This led to the birth of KATSEYE, who have continued to thrive and emerged as a symbolic group demonstrating the global applicability of the K-pop system.