KATSEYE: Photos from the Billboard Shoot

When rumors of a lingering rift between two of the six members of KATSEYE reached the girl group this summer, they quickly turned the chatter into a viral moment. “We're literally fine lol,” she captioned a photo of Lara and Manon holding hands and posing against a backdrop of dolphins and rainbows, playing on a then-current TikTok trend surrounding Clean Bandit and Zara Larsson “Symphony”.

“One thing I love about this team is how Gen Z we are,” says Manon. “We saw all of that and were like, 'Okay, kidding. Let's make this TikTok and put an end to it.” The 11-second post has since garnered more than 5.4 million views.

A savvy social media approach is just one of the effective strategies the up-and-coming group and their team at HxG (HYBE x Geffen Records, which represents a joint venture between the Korean entertainment group and Universal Music Group) are using to attract new fans. Another, of course, was with the music: KATSEYE's latest single, “Touch,” features crisp drum-and-bass production, shimmering electro-pop edges, and a swirl of pop-R&B harmonies in two minutes and ten seconds. Co-produced by Cashmere Cat (Ariana Grande, The Weeknd, Charli XCX), the hit has stuck at US radio and helped build the group's stateside following.

Read the full Billboard story here.