Lately, Jurin, the charismatic leader of XG, has been researching wolves – their instincts, their pack dynamics, and the way they move as one. It’s a fitting subject for her and her group. Much like a wolf pack, XG exude a commanding presence that’s impossible to ignore. Stylish and unapologetic, their music is brimming with effortless swagger and untamed cool. It’s a sound – and an energy – that sets them apart from the rest. The girl group’s latest single, ‘Howling’, channels that raw, primal energy, with the members howling and signalling their prey to beware.
XG on The Cover of NME. Credit: Marisa Bazan for NME
From the beginning, the group’s ethos has been wolf-like – a pack mentality grounded in sisterhood, unity and intuition. Even the title of their most recent EP, ‘Awe’ – pronounced like “ow” to mimic a wolf’s cry – ties into this lupine motif. “In wolf packs, they understand their roles instinctively,” she tells NME over a video call from Tokyo. “If one needs to step up, they just do it. They support each other in a way that’s almost subconscious, knowing what the pack needs and what each member can contribute.”
As a group, they balance one another’s energies. Jurin’s calm, grounded leadership anchors their dynamic, while Chisa lifts the mood with her playful spirit and humour. Maya’s warmth keeps conversations flowing, complemented by Hinata’s quiet, whimsical charm. Juria offers steady, nurturing support, Harvey adds her unflinching elegance and Cocona radiates an undeniable edge. Together, they form a cohesive whole.
Jurin of XG. Credit: Marisa Bazan for NME
Their teamwork has led them here: in the middle of their first world tour that’s taken them across Asia, North America and Europe. Next are shows in their native Japan and Australia, before they enjoy a brief break to “reset, get a lot of inspiration, and come back stronger,” says Maya, XG’s vivacious rapper (and their designated spokesperson in English-language interviews). But when they return, the septet will do so in grand fashion with their Coachella debut – also as the only Japanese act on the line-up this year.
For most artists, a career is a slow burn, each step deliberate and hard-earned. But for a rare few, there’s a moment when talent, timing and vision align, catapulting them into the spotlight. For XG, that moment came in 2023 with the release of ‘Shooting Star’ and its silky-smooth B-side, ‘Left Right’. These tracks, steeped in R&B grooves and bold, colourful aesthetics, didn’t just resonate – they defined a space for XG in pop’s increasingly borderless landscape, fusing ’90s nostalgia with a modern edge.
Chisa of XG. Credit: Marisa Bazan
This was when XG truly found their sound, blending their genre-blurring sensibilities with global appeal. “We were able to challenge ourselves with the music we wanted to do,” says Jurin about the success of ‘Shooting Star’, which also brought a valuable lesson: “It taught us that we have our own identity, and ironically, that helped us reach a larger audience.” It set the stage for their first EP, ‘New DNA’, which expanded their sonic palette with tracks like ‘X-Gene’, influenced by UK drill, and ‘Grl Gvng’, brimming with confidence and trap swagger.
By the time ‘Awe’ dropped in 2024, XG had solidified their place as versatile artists, blending their talents as rappers and singers. Cocona’s powerful flow makes the biggest impact, while Harvey captivates with her unmistakable tone. Maya’s smooth delivery as a rapper and vocalist adds depth to the group’s dynamic, and Jurin’s magnetic presence and sharp wordplay make her impossible to ignore. Chisa, Juria and Hinata shine vocally with their soulful harmonies, each contributing a distinct texture to XG’s sound.
Juria of XG. Credit: Marisa Bazan for NME
“We talk with our producers a lot about what we want to do, what direction we want to take, whether it be the music or overall style,” Harvey explains of their synergy with close collaborator Chancellor and executive producer, Park “Simon” Junho (known by the moniker JAKOPS), whom Jurin credits for the “game-changing shift” in the group’s identity. “They factor that in from a composition level to make sure our individual identities come through,” Harvey adds. “They empower a lot of our strengths.”
‘Awe’ further demonstrates their commitment to pushing genre boundaries, from the sleek pop melodies of ‘Something Ain’t Right’ and ‘IYKYK’ to the velvety richness of ‘In The Rain’. The mini-album also marked a major milestone, landing XG their first-ever entry on the Billboard 200 – a surreal achievement that bubbly vocalist Juria is still processing. “One by one, our goals and dreams are coming true,” she reflects. “It’s feeling a little bit more real every day.”
“Always challenging the status quo and pursuing something new is very important to us” – Chisa
In many ways, XG’s approach to music mirrors the concept of isekai, a Japanese word that roughly translates to “another world”. Isekai stories transport protagonists to alternate realities where anything is possible. Similarly, XG invites listeners into an otherworldly realm – a boundless creative space where genre, language and expectations dissolve. Early on, they coined the term “X-pop” to describe their music, with Chisa saying that the ‘X’ represents “infinite possibilities and that unexpected factor.”
But breaking boundaries isn’t the end goal; it’s just the beginning. “Always challenging the status quo and pursuing something new is very important to us,” Chisa explains. “I believe we’re still in the process of that challenge, and whether you call it X-pop, it’s just [about] not being part or fitting into any type of mould.” It’s a refusal to settle into preexisting frameworks, even as they continue to define their own – take, for example, Cocona’s commitment to risk-taking and reinvention in their music video for ‘Woke Up’, where she shaved her head on camera.
Harvey of XG. Credit: Marisa Bazan for NME
Their vibrant aesthetic merges futurism with eclectic Japanese street fashion, creating visuals that transcend time and space. In the music video for ‘Something Ain’t Right’, the empty Shibuya streets evoke an almost dreamlike atmosphere, while the conceptual photos for ‘Awe’ transport them into a fantastical realm, posing alongside mythical creatures reminiscent of a Hayao Miyazaki film.
These striking visuals amplify their genre-defying music, creating an immersive world that feels both ahead of its time and deeply rooted in cultural storytelling. “We have a lot of pride in our Japanese heritage and culture, so we’re trying to figure out how to integrate that and incorporate it into the larger XG brand,” Jurin says before teasing, “We’re planning some stuff right now.”
Hinata of XG. Credit: Marisa Bazan for NME
Hinata adds that their individual tastes also contribute to XG’s prismatic, future-forward style. “I’m a huge fan of the Lolita fashion scene,” the soft-spoken vocalist shares, noting how their personal styles are woven into their music videos and wardrobes. “Whatever it is that each of us likes, we try to make sure the influence is apparent in the final projection of what we do.”
Despite all members being born in the new millennium, XG draw significant inspiration from generational acts of the ’90s. “Lauryn Hill was my role model,” Cocona shares, citing her mother’s love for Sister Act 2 as the gateway to the rap legend’s powerful, captivating presence. “You could feel this power in her voice and her vibe, and I think there is something special there that we want to incorporate into XG.” Similarly, TLC’s impact on Cocona goes beyond their music, admiring their trend-setting fusion of fashion, music and sisterhood.
Cocona of XG. Credit: Marisa Bazan for NME
This sense of sisterhood lies at the heart of XG’s dynamic. After training together for five years under the rigorous K-pop system, travelling between Japan and South Korea, the bond between the members feels unshakable, a foundation that strengthens every performance and creative decision. As they answer questions, their camaraderie is palpable: each member jumps in, finishing one another’s thoughts and building on ideas with shared enthusiasm.
“We have these space meetings,” Chisa explains, referring to their internal team sessions. “It’s where we set a lot of our goals, and we always aim really high. Even if something feels impossible now, the important thing is to say it out loud. One by one, brick by brick, we’re building this together. Every achievement gives us the confidence to aim even higher next time.”
Maya of XG. Credit: Marisa Bazan for NME
At the top of their collective wishlist: performing at Coachella. Maya described it as “one of our main goals”, and when they learned they’d made the 2025 line-up, the group were stunned. “We were like deer in headlights,” Jurin says with a laugh. “But then we saw Coachella’s official lineup image with ‘XG’ on it, and that’s when it really hit us. We couldn’t stop sharing it with each other, saying, ‘Oh my God, look, guys, we’re on the list.’ It was pure ecstasy.”
“Being able to do what we love – creating music – and sharing that with fans around the world makes everything feel worthwhile” – Juria
For Maya, Coachella represents more than a performance. “It’s a global stage,” she says. “So many people are watching, both online and in person. It’s an incredible opportunity for us to show our music and how we connect with people. Music transcends language and age, and we want to share that moment with as many people as possible while showing the best of XG.”
As XG continue to break new ground on the global stage, their journey is just starting. After booking Coachella, they are setting their sights on even bigger goals for 2025 – like their highly anticipated debut studio album. “We love to set really big goals, so let’s aim for a Number One [on the Billboard 200] and see how far we can get,” Jurin says. Beside her, Maya gives an affirmative nod, adding, “Big dreams, big goals!”
These milestones reflect the power of speaking dreams into existence and working relentlessly to achieve them. Juria sums it up best: “Being able to do what we love – creating music – and sharing that with fans around the world is an incredible gift. It makes everything feel worthwhile.” For XG, there are no limits. “One thing that I can say for sure is that whatever we do,” Chisa shares, “we hope to take both ourselves and our audiences to space.”
XG’s ‘Awe’ is out now via XGALX.
Listen to XG’s exclusive playlist to accompany The Cover below on Spotify or on Apple Music here.
Words: Crystal Bell
Photography: Marisa Bazan
Label: XGALX
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