BTU: Beat Them Up

Beat Them Up (BTU) is an original animated project conceived as a 360° IP, where music, image and storytelling merge into a single expressive language. A shōnen series created for a connected generation, offering a more mature perspective for young adult audiences. Beat Them Up was born from the desire to translate what we physically and emotionally feel when a sound passes through us. Beneath the spectacle and energy of the shōnen genre, the series questions what drives us to create, to expose ourselves, and to keep going despite doubt, fear, and failure. In recent years, several original IPs have shown that a musical movement can become the foundation of a strong narrative universe, conceived from the outset for a connected, international audience. Like projects such as K-Pop Demon Hunters, Beat Them Up is part of this dynamic: a creation where music is not a backdrop, but a cultural identity, a language, and a driving force of the story. Through Hiroko, I aim to tell an intimate quest: that of a young artist searching for her place, her voice, and her legitimacy in a world that values performance as much as it crushes vulnerability. For me, Beat Them Up is a way to speak about transmission, memory, and creation as a profoundly human act—imperfect, sensitive, and necessary.