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Head in the Clouds 2025’s Media Mishaps

One reporter battled heat stroke while an artist’s security battled photographers, marking a challenging weekend according to those on the ground at 88rising’s tentpole live event

The star-studded lineup spanning multiple music generations made Head in the Clouds 2025 one of the most anticipated festivals of the year, but behind the scenes, press credentials — and patience — were put to the test. While attendees took in live sets from the likes of G-Dragon, 2NE1, Rich Brian, MILLI, Porter Robinson, Jackson Wang and many more, several journalists, photographers, and media members on the ground reportedly found themselves scrambling for basic information, navigating blistering heat, and even facing aggressive security.

The organization surrounding HITC 2025 appeared slow-moving from the start, with finalized festival approvals, reportedly scheduled for April 25, not actually issued until late May, just two weeks before the festival. For reporters charged with lining up interviews and planning coverage, that delay already slowed down planning and press opportunities, as did reporters being given incorrect maps, wrong location details, and no on-site contacts to reach on Day 1.

“I Broke Down Three Times Today”

Los Angeles journalist and friend of The Crossover, Laura Sirikul, live-tweeted her experience, tagging the festival multiple times, sharing that she arrived at the venue at 1:30PM ahead of a 3:45PM interview — only to wander for nearly two hours in 90-degree heat.

Sirikul told us that by the end of Day 1, she opted out of Day 2 coverage entirely in favor of attending the Stray Kids concert at LA’s SoFi Stadium. I’m told she wasn’t the only journalist who made that decision and that 88rising did quietly offer artist guest passes to upset reporters for Day 2 as a gesture to regain goodwill.

While dealing with a less-than-ideal media area, multiple sources reported that one journalist suffered from heat stroke.

There were also reports of some media members receiving incorrect credentials that barred them from accessing media rooms and VIP areas, where interviews and social media captures typically take place. HITC also did not offer to cover parking for media members. Additional resources, such as replenished waters and a fan for the media tent, eventually arrived, but not promptly, according to those in attendance.

Photographers Caught in the Crossfire

Another source of tension on Day 1 arose from photographers’ proximity to the stage, which became an apparent liability rather than an exciting luxury, as several media members shared similar stories of being physically struck.

According to those on the ground, VIP areas and special guest club lounges received priority for proximity to the stages rather than photographers. As a result, those shooting or gathering social media content were unable to make quick trips back and forth between the media tents. Instead, stage runs became 20-minute ordeals.

Several sources have noted that the hired security personnel, particularly during G-Dragon’s set, became physically aggressive with photographers. A source shared with The Crossover that, even though G-Dragon was almost always 15 feet away from them, anytime photographers came into close contact with the stage, security would push them back. A source described one moment as photographers being “literally bulldozed,” with multiple photographers meeting after the set to confirm they were all shoved.

These stories are in line with Asha Moné Jackson’s (very balanced) “5 Things I Loved… and 5 Things That Need Improvement” HITC recap published for GrimyGoods, where she details her issues with security in the following section:

Jackson also noted that the festival’s small, gated entryways “felt dangerous,” particularly as the festival was ending on its first day. (For what it’s worth, I do want to mention she got some absolutely sick photos from her work on the ground that you can see in the link below).

Not everything, nor everyone, was doom and gloom, though. Behind the hectic scenes, two sources gave shoutouts to Platform PR publicists Angela Mach and Keisha Watkin (who represent several artists performing at the fest including some 88rising acts), who I’m told did their best to communicate with frustrated media members, smooth over issues and act as a bridge across teams.

Via representatives, Head in the Clouds producers 88rising and Golden Voice did not respond to requests for comment.

—In lighter G-Dragon news: The star’s agency has responded to the current rumors swirling about his love life. Galaxy Corporation denied any romantic involvement with TWICE member Sana after speculation arose when G-Dragon tagged the star in a social media post, which Galaxy says stemmed from an upcoming appearance on her YouTube channel. The agency also denied that GD was dating Lee Juyeon, an actress and former member of the girl group After School, who has been long rumored to be dating the K-pop icon, with rumors first beginning in 2017.

—ENHYPEN’s latest EP, UNLEASH : DESIRE, drops with a focus on more aggressive electro/hip-hop sounds. The lead single “Bad Desire (With or Without You)” has an all-star production team with Top 40 hitmaker Cirkut joined by ENHYPEN’s main producer ARMADILLO, longtime BTS and Tomorrow X Together collaborator Slow Rabbit, and HYBE chairman “Hitman” Bang Si-Hyuk. Meanwhile, chart-topping English DJ Joel Corry worked on the opening track “Flashover,” MAX is a co-writer on “Too Close,” and ENHYPEN member Jay co-produced the b-side “Helium.”

Last year, ENHYPEN earned the top-selling K-pop album around the world (per the IFPI) with Romance : Untold selling 3.4 million units globally, only behind Taylor Swift’s The Tortured Poets Department in terms of record sales.

After a well-received Coachella debut, ENHYPEN’s agency BELIFT LAB reported over two million albums in pre-sales for the EP, so this will inevitably be another major seller. The group conducted one big interview with Dazed, where I appreciated their honesty about how, as artists, they are not so deeply immersed in the vampire and mystical lore that accompanies their visuals and content.

—Three weeks ago, KATSEYE scored its first Billboard Hot 100 hit with “Gnarly,” and now, the group is following up with some remixes that feel somewhat too little too late, but I’m still here for this chaotic club banger to get some more mileage. (And maybe the Tesla shoutout isn’t as controversial anymore?)

The first remix featuring Ice Spice makes logical sense, and Ice rides the beat well for most of her verse. But as the “Gnarly” beats get bigger and more complex, the Bronx rapper sounds like she’s getting slowly drowned out before hopping out of the track right before she’s fully submerged.

The second track is titled “Gnarly (Lara of KATSEYE x Lancey Foux x Slush Puppy Remix),” which I first thought was going to be a bit of a Pussycat Dolls featuring Nicole Scherzinger situation, but I now realize “that “Lara of KATSEYE” was one of the people remixing this KATSEYE song… anyway, this remix is way more interesting and gives an unexpectedly crunchy, clubby rework to the track with sensual coos and glitchy vocals.

19-year-old Lara is a producer on the remix alongside trending hyperpop producer Slush Puppy. Meanwhile, Lancey Foux is a British rapper of Ugandan descent and also features on the track “NEEDY” by Internet Girl, out today too. Get your moment, Lancey!

—Fresh off his surprise appearance at Head in the Clouds, Jackson Wang also releases the latest taste of his upcoming Magic Man 2 album with “Hate to Love.” I’m enjoying this soulful, light R&B cut more than I thought I was going to, and reignited my interest in the project.

We also hear Jackson return to a bit of rapping, which isn’t the highlight of the song (that would be the falsetto notes), but it takes a moment to recognize his latest rap style after hearing his more aggressive and hoarse raps during his GOT7 days.

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J-Hope’s Billboard Back and Forth

—J-Hope of BTS recently graced the cover of Billboard magazine in a dual cover alongside Nigerian superstar Tems. Revealed on May 20, the cover story centers around a six-question Q&A with the BTS star, but the most interesting aspect of the story was what was (initially) written in the introduction.

The feature, credited as being written by “Billboard Korea,” originally featured the line, “ARMY around the world anticipate the group’s remaining members completing South Korea’s mandatory military service and BTS reuniting in June, with group activities on hold until 2026.” Many saw the news and shared it as fact — myself included now thinking, naturally, that a cover story with J-Hope would be a place to trust when the group would resume activities. In fact, I momentarily removed BTS from my ongoing 2025 K-pop album release tracker on Forbes.

But a day later, on May 21, the phrase “with group activities on hold until 2026” was removed from the article. While I’m not a magazine editor at Billboard, there was no correction or update added, and it’s not clear if the print version would still have the 2026 note in it.

While there’s still the legitimate question around what happened in the reporting (as several journalist friends have reached out to me about), overall, from what I gather, if it was incorrect to say that BTS’ activities are on hold until 2026, perhaps the long-awaited reunion and new material is coming in 2025. There’s been a lot of back and forth about whether the guys will be back together this year or next, but this little moment I noticed makes me think that at least something is coming this year.

You can peep the J-Hope story here.

—The Jed Foundation honored Eric Nam as one of its Voice of Mental Health Award honorees at its JED Gala in New York City for his work with Mindset (the paid self-care and wellness platform launched by Eric and his brothers’ DIVE Studios that has featured multiple members of K-pop groups like SEVENTEEN, i-dle and The Rose, as well as Tori Kelly, 6lack and Jessie Reyez) that helped JED reach AAPI youth and K-pop fans through the app’s storytelling features.

“Mental health is universal; it impacts how every one of us shows up in the world,” Nam said at the Gala. “Prioritizing self-care and valuing our mental health as much as our physical health is essential to being the best version of ourselves. There should be no shame in nurturing all aspects of our well-being.” (Jed Foundation)

—Rolling Stone’s Best Albums of the Year So Far list is out and Jennie’s Ruby album made the cut as the only Korean act on the ranking. “If there’s any artist whose specter hangs over the album, it’s Rihanna,” Maura Johnston wrote, echoing a similar sentiment I mentioned in my Billboard review when the LP dropped. “Not only does Jennie have an impressive ability to command the center of candy-coated pop-R&B, there are some moments that feel like if not direct at least second-generation descendants of the hazy introspection shown by the Barbadian mogul on her 2016 classic Anti.” (Rolling Stone)

• While we still have a bit to go until the actual middle of 2025, Rolling Stone marks the only major media to recognize a Korean-pop artist yet. Let me know what K-pop records you think are Best of the Year worthy in an email. We’ll feature the responses.

—The New York Mets will host a “K-Pop Night” at Citi Field on June 10, ahead of the concerts from Stray Kids, BLACKPINK and ATEEZ this summer. “The event kicks off with a pre-game party in the ‘K-Pop Korner” from 5-7PM,” QNS reports of the 7:10PM game taking place against the Washington Nationals. “With a special event ticket, attendees will get access to a range of K-pop-themed perks, including: limited-edition bobblehead giveaways (while supplies last), raffles for Citi Field concert tickets, photo ops inspired by top K-pop groups, themed food and drinks, interactive games, music, and surprise gifts. The music won’t stop when the game starts. Expect K-pop hits to play throughout the night with special video features and themed entertainment designed to keep fans dancing in their seats.”

The Stamford Advocate reports that “during the event, K-pop fans will also have the opportunity to enter raffles for upcoming concerts at Citi Field” so those willing to risk getting free tickets in the future by buying the $89.25 K-Pop Night might have a nice payoff if all goes to plan.

—Smart marketing move by HYBE x Geffen in landing a KATSEYE performance at Nickelodeon’s Kids’ Choice Awards. “KATSEYE, which recently notched their first Billboard Hot 100 hit with ‘Gnarly,’ is set to perform that feisty song on the 2025 Kids’ Choice Awards. The show, with Tyla hosting, is set to air live on Saturday, June 21, at 8PM ET/PT from Barker Hangar in Santa Monica, California.” (Billboard)

—Former BIGBANG member and current Squid Games actor T.O.P filmed a spot with Martha Stewart and Lil Yachty to promote Netflix’s vast vault of Korean content. “Lil Yachty, himself a longtime K-culture fan who famously paid tribute to the iconic K-pop boy band BIGBANG in 2016 by freestyling to their songs,” writes Crossover friend Regina Kim. “And seeing as how T.O.P is clearly his favorite BIGBANG member based on that clip, it was probably only a matter of time before he and the real T.O.P found themselves in the same video…the camera cuts to a barrage of additional K-culture references found throughout the room, from the song ‘Like Jennie’ by BLACKPINK member Jennie blasting from a speaker to a tray filled with Korean snacks and beverages.” (Forbes)

—KCON 2025 Los Angeles added 10 more artists to its already massive lineup for a total of 33 artists so far. Additional details on special guests, convention programming and performances are said to be coming soon. (Forbes, below)

—KAI of EXO and SuperM will hold his first solo concerts in the U.S. this summer. The singer-dancer-model previously performed in arenas like Newark’s Prudential Center, Madison Square Garden and The Forum in Los Angeles with his boy bands. Now, KAI is set for five theater shows in the States in August and September. You can read my exclusive on the news at Variety:

—Also, K-pop’s first deaf group Big Ocean is teasing a future U.S. tour.

—Somersby Cider’s new all-English “No Nonsense” campaign for Asia, starring Yeonjun of Tomorrow X Together, wants to be the antithesis of what people think of a K-pop commercial. “Instead of scripted smiles and tired tropes, we’re doing something more honest and truer to Yeonjun’s persona,” says Rommel Fuentebella, senior director for premium brands and execution at Carlsberg Asia, says of the commercial. “We did extensive social listening and worked with our Korean agency partner. Yeonjun stood out because his persona aligns well with Somersby’s brand character. He is also a consumer of the brand, apparently enjoying the apple flavor…the partnership fits culturally and creatively, which reduces risk. While celebrity endorsement doesn’t guarantee viral success, it helps us reach young consumers effectively.” (Campaign)

—Stray Kids officially jumped on Threads, Meta’s Twitter/X rival, as the first major K-pop act seemingly fully embracing the platform. In 10 days, the group amassed 2.2 million followers (which is a lot, but only a fraction of their 11 million followers on Twitter/X, 30 million TikTok followers, and 31.6 million Instagram followers). But it seems like Stray Kids may be Meta as ambassadors for the platform with posts showing the different ways you can engage on Threads with scrolling photo carousels and audio recordings. But SKZ HQ isn’t posting the group’s new YouTube content, Instagram posts, or news articles, making Threads a rather limited, seemingly artist-first platform and not a replacement for the “Twitter killer” many first took it to be. (threads.com/@realstraykids)

—HYBE Latin America is pushing forward with two new audition competition shows to create new artists under the Mexico City-based label. Here’s the news via press release:

• Pase a la Fama — “A music competition show, is set to premiere on June 8 via Telemundo, NBCUniversal Media’s Spanish-language network. The program follows aspiring band members from countries such as Mexico, Spain, and Brazil as they compete to form one of three final teams. Contestants will undergo mentorship and training before performing in front of a panel of judges including Ana Bárbara, Adriel Favela and Horacio Palencia. The program will also feature well-known Mexican artists— Jesús Ortiz Paz (JOP) of Fuerza Regida, Gabito Ballesteros and Lupillo Rivera —as mentors who support and guide participants throughout their journey. The winning group will receive $100,000 in prize money and a recording contract with HYBE LATIN AMERICA”

• Untitled Latin Boy Band Show – “From thousands of applicants across Mexico, the United States, Brazil and Spain, 300 candidates have been selected. Of these, 16 finalists are set to receive HYBE’s training and development program through a residency based in Mexico. Director and choreographer Kenny Ortega from High School Musical will join the audition as executive producer, alongside Charm La’Donna as head choreographer and Robert J. “RAab” Stevenson as head vocal coach. Both projects incorporate HYBE’s proven artist development methodology — refined through years of experience in the K-pop industry — into the Latin music market”

So, HYBE isn’t playing around with its foray into the Latin market. I like the idea of the banda competition show and starting with a Latin boy band show, given how successful Univision was with its first season of the Ricky Martin and Simon Cowell–produced La Banda and its group CNCO (although its co-ed group from Season 2 never made it past a few singles before disbanding). The big question with all these attempts to “localize” the K-pop style, system, and training is whether these personalities will be willing to commit to its rigidity. While HYBE’s KATSEYE seemed to be firing on all cylinders, JYP Entertainment’s U.S. girl group VCHA didn’t last very long before an extended hiatus, followed by one of its youngest members, KG, suing the group’s management. (The Los Angeles Times just ran a feature and interview with KG this week)

But from concept to talent involved, everything certainly looks good so far to actually make impact on the Latin-music market.

—John Cena talked about loving BTS for the umpteenth time, but I felt like he shared some new insights about his actual connection to the group’s message this time. “What BTS specifically did for me is that they found me at the right time in my life to give me hope and inspiration through who they are as people,” Cena shared at a fan expo in Dallas. “They reached a 48-year-old dude who was struggling with self-worth.”

—The three style points to dress like BLACKPINK’s Jennie: Layering, oversized items and an overall elegant attitude. (TV Guide)

—Boy band XEED has seemingly achieved the K-pop impossible. The promising group (check out the great chorus for “Dream Land”) only lasted four months together before agency Nature Space Entertainment announced its disbandment. XEED’s members promised to stay in touch and now, just over a year later, they’re all back together under the name XD with a new song titled “Wished.” Apparently, the music video isn’t filmed yet, but a group being disbanded so quickly after debut and all its members coming back together again in a new agency is unheard of in K-pop, so props to these guys.

—Not even parents are safe from scrutiny from K-pop fans. Ana LLorente, the mother of KATSEYE member Daniela Avanzini, replied to a comment criticizing the singer seemingly after fans discovered LLorente following Donald Trump on Instagram. The Atlanta-based Ms. LLorente responded by saying that she “followed an account after seeing a touching post about the Pope — it had nothing to do with politics.” She is not following Trump at press time.