Even before their debut, Katseye was meant to be an international girl group that would break the rules of K-pop and take the world by storm. And they did.
Starting at Dream Academy, a global competition that allowed girls from all over the world to come together and fight to be in the group, a survival show that relied on the ability to perform which would capture audiences. The goal of the intense training, rehearsals, and performances was to prove that the girls chosen to compete were all worthy, but only some, specifically those who could truly prove it, would be guaranteed their debut. Each girl was judged based on how well they could sing and dance in a group, but most importantly, how they could intertwine their talents within a group while showing off their star quality and charm.
HYBE, the company that directs the group, and Geffen, the company that would market and promote the group, utilized the concept of a survival show to capture the audience’s attention while testing how the girls reacted to public press. This method ensured that the group would already have a fan base, allowing executives to choose who to include based on popularity and the number of supporters.
Bang Si-hyuk, the chairman of HYBE and the creator of Dream Academy, stated that by having the competition set similar to the Olympics, it would allow each girl to be supported by her country and to help embrace her heritage.
That brings us to Dream Academy’s finalists, and the official members of Kasteye: Yoonchae, Sophia, Daniela, Megan, Lara, and Manon.
Each girl, with a different nationality and personality, is made to appeal to all audiences.
HYBE has made the group known for its numerous collaborations, constant aesthetic change, and intense performances.
Cara Kaminski, a fan of Katseye, also referred to as an Eyecon, appreciates that way the group separates themselves by being so unique and difficult to categorize, “they’re marketed as a global group which hadn’t really been done before, and I think that brought a bunch of new people in that wouldn’t necessarily have liked the group if they had marketed as K-Pop, or just a random girl group. It’s like that new title.”
The group was first marketed towards a K-pop group, but quickly separated themselves from being labeled as such by using the girls’ unique heritage and style to become an international girl group.
Axel Barnett is a fan of Katseye and is attracted by their strategic use of marketing, “I think their use of social media, especially TikTok and Instagram, is very well done. They’re definitely trying to reach a Gen Z teenage demographic, and I think they do it very well.”
Because of their constant collaborations with brands, the group has made a special imprint on marketing by having such a huge, diverse audience. Katseye’s roots come from showing off their individuality and showing confidence in oneself. This comes from the fact that they never do the same thing twice, and they can never be associated with one feeling or one aesthetic, which drives them to be of interest to so many different groups.
