The Power of Storytelling

HYBE and Geffen Records didn’t just establish the global girl group KATSEYE and market the finished product. They turned the process of creating the group into content that audiences could follow and participate in.

On September 1, 2023, The Debut: Dream Academy launched, allowing viewers worldwide to watch trainees compete and vote on their progression through the competition. The final six members were announced on November 17, 2023.

Nearly two months after KATSEYE released its debut single, “Debut,” Pop Star Academy: KATSEYE premiered on Netflix on August 21, 2024, documenting the year-long training process and intense competition behind the group’s formation.

Instead of introducing KATSEYE only after its debut, HYBE and Geffen let audiences invest in the journey, not just the result.

The strategy allowed viewers to follow, judge, and participate in the members’ journey toward becoming the final group. This helped audiences form emotional connections with individual members and gave them reasons to care before the official debut, laying the foundation for a long-term fanbase.

KATSEYE turned its journey into a story fans could follow.

The strongest creator strategies don’t just introduce audiences to a finished product. They give people a reason to care about the process behind it, strengthening their connection to the creator.

By letting audiences follow their journey and participate in their development, creators can build lasting relationships with fans who feel connected to their growth and personal identity.

For creators, the opportunity is to think beyond simply posting finished work and ask: How can I involve my audience in my journey and give them a reason to keep following me?