Bangtan Sonyeondan, is the Hangul pronunciation for the South-Korean boyband – BTS, and its literal meaning is Bulletproof Boyscouts. Comparable to the Beatles and One Direction, BTS are objectively the successful boyband in the world right now. Having debuted in 2013, the band has been growing exponentially and since then their fanbase has gone international. BTS recently performed their first ever show in the UK, with the O2 holding 20,000 people, they sold out both shows within a matter of minutes, with ticket prices ranging from £70-£300. However, after interviewing fans outside the O2 arena on the day of the concert, we discovered that tickets were being resold at prices up to £1000. They had also sold out all 20 legs of their North American and European tour.
Additionally, BTS had released songs with American artists like Steve Aoki, Desiigner and Nicki Minaj, which allowed them to become the first K-Pop Group to ever top the US iTunes Songs Chart. They have won and been nominated for a plethora of awards; the American Music Awards, Awards, , BBC Radio1 Music Awards, Billboard Music Awards and E! People Choice Music awards for titles like Group of the Year, Best International Group and Best Fandom.
But what is it that makes this boyband so adored internationally? Aside from their catchy pop/EDM tunes that appeal towards the current generation, they were also the first artist to establish a Youtube channel where they uploaded a series, [Bangtan Bomb]. The weekly series consisted of dance rehearsals, reaction videos, Q&As, behind the scene vlogs, special Christmas and Halloween themed videos. This allowed fans to gain an insight into their lives which then enabled fans to feel a stronger connection with the boys- a key aspect to their strong fanbase.
To maintain the loyalty of their fans, BTS have Twitter and Instagram accounts, filling their social media platforms with selfies, photo and tour updates, concept photos, solo photoshoots and group photoshoots, to ensure that there is interaction and engagement between them and their fans. Their social media platforms also play a significant role in allowing fans to create their own regional identity within the community aside from the original dominant culture.
Possibly one of the largest contributing factors to BTS’ success is the increasing obsession with Korean culture and Korean culture becoming a global phenomenon. Whether it be Korean skincare and beauty products, food, music or fashion trends, the K-wave is undeniably taking the world by storm. Furthermore, throughout their music videos and any time they appear on camera, BTS are constantly capture in the most aesthetic fashion pieces. As individuals with an eccentric and bold sense of style, they have become pioneers of the fashion trends within the Korean culture, which is another reason why the boy band is so idolised around the world.
Lastly, with each of BTS’ albums, are music video and album concepts that deliver stunning visuals, and an intriguing plot that runs through multiple albums to keep the fans engaged. BTS’ music videos are a combination of aesthetically pleasing visuals, remarkable vocals, conspicuous and distinctive fashion styling, innovative and trendy makeup, fascinating story lines and impressive choreography, that keep their fans wanting more.
References:
Sung, S. (2014). K-pop Reception and Participatory Fan Culture in Austria. [online] Cross-currents.berkeley.edu. Available at: https://cross-currents.berkeley.edu/sites/default/files/e-journal/articles/sung.pdf [Accessed 15 Oct. 2018].
Twitter.com. (2018). 방탄소년단 (@BTS_twt) on Twitter. [online] Available at: https://twitter.com/BTS_twt?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor [Accessed 15 Oct. 2018].
Images:
Jeong, G. (2018). Update: BTS Drops Track List for Special Album “Young Forever”. [online] Soompi. Available at: https://www.soompi.com/article/846671wpp/bts-continues-their-young-forever-story-in-second-set-of-concept-photos [Accessed 15 Oct. 2018].
Joven, J. (2018). K-Pop 2.0: How BTS Becomes America’s Hottest Boy Band. [online] Chartmetric. Available at: https://blog.chartmetric.io/k-pop-2-0-how-bts-becomes-americas-hottest-boy-band-c548671d1a67 [Accessed 15 Oct. 2018].
Bruner, R. (2018). How BTS Is Taking Over the World. [online] TIME.com. Available at: http://time.com/collection-post/5414052/bts-next-generation-leaders/ [Accessed 15 Oct. 2018].
[Other image photographed by me.]
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