BTS Source : wikipedia
Bangtan Sonyeondan, an Asian Korean band that consists of Kim Namjoon, Kim Seokjin, Min Yoongi, Jung Hoseok, Park Jimin, Kim Taehyun, Jeon Jungkook is one of the most popular Korean bands of the century. In 2010 to debut in 2013 BTS has always worked their hardest to deliver a performance that is majestic. With the MV’s so creative and the lyrics that conveyed words unspoken, the dance moves that took our breath away and the stunning visuals that were the face of the tunes in the songs, BTS steadily rose in the charts and the international fandom grew.
After this steady success from 2016, COVID-19 hit and 2019 and 2020 were dark years of life for most of the people. some lost their loved ones, while others went through the pain of the disease, we lost jobs, the freedom taken, locked inside our houses, 6 feet apart. Even though unemployment was a bigger issue, the concept of entertainment never left the world. The world has seen pandemics in a steady manner in the intervals of 50 to 60 years throughout the history but entertainment always brought people together and helped people feel better.
At a dreadful time where depression grew propositionally with the disease, BTS became a familiarity to people, a band that brought people together, connected them through their hearts and to show that it’ll all pass. With albums such as “Life Goes on” and the songs within them that that helped people get through this. With shows that were filled with laughter, chaos and friendships that made us fall in love. This changed the priorities of people all over the world.
Getting to know their names, their lives, following them on their social media, streaming their songs, watching their lives, bingeing their shows and editing their videos, the community just kept on growing as people connected with each other through the internet. The fandom kept increasing while new friendships were made because We vibed over the same band.
There are 2 types of people in this world one who is into kpop and the other who isn’t. When you think about kpop you think about the Korean language in which the songs are sung. Individuals who are not familiar with K-pop sometimes appear to be unexpectedly irritated by it. BTS began gaining significant popularity within the international community during the early 2020s but that was not the first time Korean songs were sung by everyone in union. Gangnam Style a K-pop song by South Korean singer Psy, released on July 15, 2012, by YG Entertainment and became a sensational hit all over the world. It was performed at various social and cultural gatherings, including school events, college parties, bars, and youth clubs.
However, the true sense of globalization was brought by BTS and was followed by other kpop bands and artists from Korea. Artists and bands have often used mainstream media for exposure but BTS took advantage of the digital age and used powerful platforms to build an international fan base from scratch. Platforms like Twitter, YouTube, Vlive, weverse and TikTok changed the way fans interacted with artists and help design global fandoms. BTS has always been connected with ARMY on personal terms. They’ve used platforms like Twitter and Vlive where they’ve shared selfies, celebrated birthdays and shared their thoughts. These updates did not feel formal or something from professional setting but always felt personnel and from the heart. Twitter instantly became a place where the fandom ARMY could communicate, organise and grow together.
While YouTube did not have the option of contacting the artist or the fandom directly, it played a huge role in delivering the content. The music videos that were posted were not just about the songs but also about the storytelling, the choreography and the concepts. BTS also post the behind the scene videos, travel vlogs and self-produced series and this journey just made it little bit more personal. The concept of artists engaging with fans online was not a known conception but BTS went live, a lot. Through these platforms, members casually talked to their fans, commented under their posts, read their comments during the lives. Weverse was one of the first fan artist platforms in that just helped the engagement get deeper.
It was a space just for the fans.
BTS had many situations and appearances that could be carved in the history, but the most important are their appearances at the United Nations General Assembly. Their first speech at the UNICEF “generation unlimited” was in 2018 and was led by their leader Kim Namjoon. This changed the way how people looked at them, they were seen more than just a kpop band. They were the voice of youth in global conferences. Through his advocacy for mental health and self-expression, Kim Namjoon encouraged countless individuals to “speak yourself”. The confidence through which they addressed the world was off the charts. They showed that anything can be learnt and address the whole speech in fluent English, but BTS never forgot their roots and gave their voice in both Korean and English in the future UN speeches.
Each coin has the other side and with global fandom, the popularity increasing day by day often came with criticism and BTS was not off the hook. Fascination and stereotyping came hand in hand. In interviews from the West interviewers concentrated on their visuals rather than their music even with the evidence of them topping the Billboard charts. They were not invited to huge award shows which showed a double standard. However, there were people even in the West who acknowledged them, their music and the vision behind it. Their success redefined what global pop could look and sound like; making space for non-Western artists.
When you look into K pop in a much deeper aspect, Korean entertainment industry is one of the toughest industries to succeed in. The long training period, perfectionism, tight schedules often make it hard to even survive.
This was not often talked about even though everyone knew about it. It was an open secret that forbidden to even look at. But BTS broke the silence about it and talked about the anxiety they went through, the hardships they had to experience in albums like Love Yourself: Tear and Map of the Soul: 7. One must have thought the flawless image they had was tarnished but more people connected with them because of the experiences they went through and being vulnerable actually made sense.
Even before the international breakthrough, BTS debuted with a small agency “Big Hit” now “HYBE” and it was not backed by the big 3 “SM, VYP, and YG. They had to struggle a lot, live through it, practice until the muscle memory kick through, some even contemplated leaving the band but they stuck together and now we have BTS.
Now BTS is not just the kpop band that is all about music but it is an economic force behind South Korea. Their success is not just artistic but it can be measured in numbers and partnerships. According to a 2019 report by the Hyundai Research Institute, BTS contributes over 4.65 billion annually to South Korea’s GDP. BTS has participated in many sectors such as fashion, cosmetics, entertainment and tourism. The tourism to South Korea has significantly increased and we can say that BTS is a huge part of it. Many people who travel to South Korea attend BTS concerts visit places featured in the movies and health economic growth of South Korea.
BTS has paved the way. Often said but it’s time we accepted the truth, the fact and the notion. Their journey continues to inspire a generation, not just as artists, but as global changemakers redefining music, culture, and identity on their own terms.
By: Reeteka Guttigraharam
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