South Korean girl groups LE SSERAFIM, ILLIT, and KATSEYE released a dance-practice video for their collaborative single “ICONIC BY MISTAKE” [1].

The collaboration marks a rare joint effort between three distinct groups under the HYBE umbrella, signaling a strategic push to integrate their global fanbases through a shared musical project.

The video was published on the official HYBE LABELS YouTube channel [2]. According to reports, the release occurred on June 11, 2024, at midnight KST [3]. The visual content serves as a primary promotional tool for the single, showcasing the coordinated choreography of the three groups [1].

This release followed a structured promotional rollout. Concept photos for the collaboration were previously announced on June 8, 2024, at midnight KST [4]. The timing of the photos and the subsequent video release suggests a synchronized marketing campaign designed to build anticipation across different social media platforms.

In total, three groups are involved in the project [2]. The collaboration brings together the established presence of LE SSERAFIM, the newer energy of ILLIT, and the international focus of KATSEYE. By combining these artists, the label leverages diverse stylistic strengths to maximize the reach of “ICONIC BY MISTAKE.”

The dance-practice format is a staple of the K-pop industry, providing fans with a clear view of the technical execution of the choreography without the distractions of a high-budget music video. This specific video emphasizes the synchronization between the members of the three different ensembles—a feat that requires significant rehearsal and coordination across different training schedules.

“Three HYBE labels groups collaborate on a new single and accompanying choreography video.”

This collaboration demonstrates HYBE's strategy of cross-pollinating its artist rosters to create 'super-groups' or temporary alliances. By linking a veteran group like LE SSERAFIM with newer acts like ILLIT and the globally-oriented KATSEYE, the company can transfer brand loyalty between groups and expand the market penetration of its newer artists through established audiences.