BTS are a South Korean pop group consisting of seven members – three rappers RM (Kim Namjoon), SUGA/AGUST D (Min Yoongi), J-Hope (Jung Hoseok), and four vocalists Jimin (Park Jimin), Jungkook (Jeon Jungkook), Jin (Kim Seokjin), V (Kim Taehyung).
Created by BigHit Ent (now HYBE) founded by a svengali, Bang Si-Hyuk, they stemmed not from one of the regular K-Pop ‘factories’ but a small independent company on the brink of filing for bankruptcy. As outsiders from three giant entertainment companies in South Korea, the septet pushed back from the industry and its formulas resulting in them being cut from performances, being mocked on talk shows, and being generally dismissed as artists in an industry controlled by powerful larger corporations.
But despite of (or because?) all this, the group carved their way to the top surpassing national fame into international success. They have dominated the billboard charts and one member – V aka Kim Taehyung – was voted ‘world’s most handsome man’ last year. Last November they made it onto James Corden’s Carpool, conquered the UKS and were nominated for an Emmy for their first English spoken hit, Dynamite.
BTS’ put their rise to fame and fortune down to the fact they come across (and indeed appear to be) sincere and genuine, not only through their music but their actions (which as we know speak larger than words). The CEO of their parent company credits their acceptance in the US (where few foreign pop stars achieve success) as being achieved “by a formula different from the American mainstream.” He believes loyalty has been built through direct contact with fans. A bit like One Direction only the latter were entirely a concoction of pop gurus.
Since 2010 when BTS began their career, they have provided fans with a very transparent portal into their lives as both artists, often going live to millions of fans to give further insight on their latest projects, or ordinary young men, checking in on general happenings. Along with this more grounded, Gen-Z-friendly approach, the group use large-scale influence in order to shine light on different charities and initiatives.
One of the most notable being their partnership with the United Nations children’s fund, UNICEF, Love Myself anti-violence campaign that encourages today’s youth to embark on the journey towards self-love in order to create a better future for themselves and those around them. As of 2019, this has raised over £1.7m ( $2.98 million). When BTS were on the Graham Norton show in the UK in 2018, alongside Whoopi Goldberg took the shirt off her own back and gave it to the band in recognition and thanks for their UNICEF work.
Initially, BTS launched an album trilogy, ‘Love Yourself: Trivia’, ‘Love Yourself: Her’, and ‘Love Yourself: Tear’, all touching on the different emotions one may feel throughout their journey to self-love. The series explores members’ internal struggles within themselves as well as among each other as a group. Through numerous group and solo songs all reflecting on individual thoughts, the group are able to perfectly encapsulate the same feelings so many young people in particular can relate to.
While more mainstream singles tend to lean towards fun, energetic pop, BTS’ discography spans through wide variety of genres, touching on hip hop, EDM, ballads, and even classical/orchestral music. Unlike many western groups before them, they have been given some freedom to embark on solo projects giving them some space to showcase talents as music artists. The result being a diverse range of sound and individuality with topics covering the usual love (be it self, platonic, and romantic), depression, growth, doubt and broader social commentary on matters such as class divides and the unrealistic expectations that are pushed onto today’s youth.
Take one of their most recent albums, Map of the Soul: 7, which sees the seven members reflecting on feelings of self-doubt and scepticism that come from having finally obtained goals beyond their wildest dreams.
The number seven being the number of years they’ve been together, the number of members, and the number of albums they’ve made, was seen as fate by the group and felt like a fitting and meaningful title for them. As a heavily orchestral and theatrical lead single, Black Swan, begs the question ‘once there are no pending goals left, does an artist maintain the same passion they first started with?’ This compares a situation in which an artist no longer feels passion for music to their first death.
The album includes a sprinkling of ideas about who the seven members are as individuals. Vocalist Jimin’s song ‘Filter‘ shows him exploring the ways in which he wishes to be perceived. Jin’s ‘Moon‘ sees him compare fans to the earth, or how world and himself to the moon that revolves around it, addressing the mutual love and beauty perceived from each perspective. V’s ‘Inner Child‘ is an ode to his younger self with a reassuring and catchy chorus that hears him singing ‘we’re gonna change’ and grow into the person he is today. Youngest member Jungkook’s ‘My Time‘ reflects on his evolution through his time in the group and how quickly his life seems to have passed in such a short time. Rappers RM, SUGA, and J-Hope get to perform the intro, interlude and out tracks also bringing some reflection to their personas. SUGA talks about an artist’s ’shadow’ or darker side, that constantly craves yet more (success).
In another album, Connect, the group reached out to twenty-two artists worldwide and funded exhibits to showcase their work in five global cities: New York, Buenos Aires, Berlin, Seoul and London.
A great marketing plan, not only boosting BTS’s popularity in the domestic market, but also internationally. The group meanwhile are credited with contributing billions to South Korea’s economy and boosting tourism (you can often see Air Korea planes in their videos). Even the president Moon Jae-In has paid tribute. The group was awarded with the Order of Cultural Merit only five years into their career and continue to rack up accolades.
RM, the English-speaking green haired leader of the band has told Reuters news agency that the group are aware they are “like aliens’ to the American music industry after a disappointing near win at The Grammy’s earlier this year. The televised show used the groups’ name in promotional material only to later push the only category BTS were nominated in onto the un-televised pre-show, then tease their closing performance throughout the night. After not winning, the group shared their disappointment and RM said that they think the greatest takeaway from the Grammy’s was the opportunity to perform (Dynamite) and “leave an impression”. And they certainly did this.
Since the group’s inception, the group have amassed millions for their label, HYBE, who now not only represent the cream of Korean entertainment under their wing but recently acquired American company, Ithaca Holdings – the same that manages US pop grandees Justin Bieber, Ariana Grande, and Demi Lovato.
Perhaps BTS’s greatest accolade will be to make South Korea the new motherland of the pop genre.
