South Korean boy band Cortis has made a remarkable debut, signaling new possibilities for boy bands. Since launching on August 18, Cortis quickly gained attention with their album Color Outside the Lines. Moreover, the group’s unique identity as a “young creator crew” has played a key role in their swift rise.
Cortis, the first boy band launched by Big Hit Music in six years, recently completed their six-week promotional run on SBS’ Inkigayo this past Sunday. During this period, the group performed three tracks on music shows: the prerelease single “Go!,” lead track “What You Want,” and side track “Fashion.” Notably, their active involvement in producing their music, choreography, and videos sets them apart from many contemporaries.
Their debut album achieved impressive milestones. It ranked No. 1 in first-week sales among new acts this year and ranked fourth all-time for K-pop debut albums. Furthermore, on September 23, Hanteo Chart reported that Cortis’ album sales surpassed 500,000 copies. Additionally, the group accomplished a rare feat by topping Spotify’s Daily Viral Songs Global chart with all three debut tracks.
In addition to their success at home, Cortis has made waves internationally. Their album debuted at No. 15 on the Billboard 200, marking the highest entry for a K-pop debut group album excluding project teams. This success reflects strong global appeal, which Big Hit Music’s extensive backing has amplified.
Big Hit invested heavily in Cortis, allowing three months of production in Los Angeles—a luxury rare even for established K-pop acts. Moreover, music videos shot in Los Angeles and New Zealand have attracted international attention. This investment sharply contrasts with mid-tier agencies, which typically spend less on debuts.
Cortis topped K-pop Radar’s Weekly Fandom Chart for two weeks, reflecting rapid fan growth. Meanwhile, their debut music video quickly gained 500,000 views, while their Spotify followers jumped by 74,000, vastly exceeding average increases. Additionally, Big Hit labelmates BTS and Tomorrow X Together helped the group rapidly gain social media followers.
The group’s branding strongly emphasizes their identity as a “young creator crew,” with all five members credited in composition, choreography, and video direction. This approach marks a significant shift in K-pop, reflecting a growing appreciation for self-producing artists. According to music critic Shin Sae-mi, Cortis stands out with a consistent hip-hop sound and authentic visuals.
Ultimately, Cortis’ debut points to a promising future for boy bands with creative control. Their success shows that innovative production and strong backing can rejuvenate the genre. Consequently, industry watchers expect the group to continue shaping K-pop trends in the coming years.
