Following the release of Dynamite, BTS_twt’s first all-English single, Spotify reported a 300% spike in new listeners to the group
It was just a year ago that’ Love Yourself: Speak Yourself tour was selling out stadiums all over the world. Each night of the 20-date trek, which grossed $116 million, a total of nearly a million ticket buyers around the planet witnessed a thumping opening liturgy at the top of the K-pop band’s set in the form of the song “Dionysus.”
Big Hit, and the K-pop music business in general, have proved just how much a band, and a company, can prosper through a direct-to-consumer relationship, driven by digital platforms and dedicated apps with lots of behind-the-scenes content that keeps fans emotionally involved. It’s engagement on a scale that no Western artist has ever achieved, despite decades of radio promotion and the best retail strategy.
“They check all the boxes,” says Jenna Andrews, the vocal producer on “Dynamite” who also serves as an executive at Sony’s Records label. “I’ve never seen anything like BTS in terms of singing and dancing. This is just an indication of what’s yet to come. They’re going to take over the world.” This all strays from the typical tropes of Western boy bands including New Edition and ’N Sync, which have all proffered “star” frontmen. The thinking for decades had been that a record company would be lucky to have one breakout solo career among the bunch.
Reflecting on the choice to develop a group that satiated this need, Yoon says in the study: “I think back then in 2011, with the conclusions we drew, we found the wild ginseng, as we say in Korea.” In some ways, BTS’ ARMY has grown into its own force and brought the group along for the ride. In the world of K-pop, the expectation is that entertainers stay far away from politics, but as the genre has grown more global, it has begun to reach a transnational cohort to whom matters of social justice are top of mind.
RM, on the other hand, keeps the door open for a kind of apolitical politics based more on actions than words: “We are not political figures, but as they say, everything is political eventually. Even a pebble can be political.” The Grammys, where BTS is eligible for record of the year, among other categories , provide a chance for the group to gain industry recognition as a mainstream contender, not just a K-pop act.
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