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he seems to like the rain

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How BTS Paved the way

Okay so basically I wrote this as my JR paper for high school. I decided to write about BTS because I was allowed to pick what I wanted to write about and it's supposed to be a research/opinion page. It basically talks about what makes BTS so special and different from the rest. Its 16 pages long with citations and yeah that’s it basically. Please enjoy

@BTSCRAZED on IG AND TWT

The Entrepreneurs of Change: Why BTS is Different from the Rest

           They’ve sold over ten million albums, sold out entire tours including their upcoming stadium tour with over one million attendees in a matter of 5 minutes, hold five world records and now known as the biggest boy band in the world. They are BTS and they paved the way for a new genre of music known as K-pop. This band has proved to be more than just a generic boy band. They have played a big role in a wave of new music and trends, created a strong fanbase who they’ve taught important life lessons like self-love and acceptance, broken many records, gain popularity all over the truly become the biggest boy band in the world but how come a boyband from one country (South Korea) managed to reach people around the globe?

        First, let’s talk about what is K-pop and Korean pop culture? “They call it Hallyu, the Korean wave: the idea that South Korean pop culture has grown in prominence to become a major driver of global culture, seen in everything from Korean dramas on Netflix to Korean skincare regimens dominating the cosmetics industry to delicious Korean tacos on your favorite local menu. And at the heart of Hallyu is the ever-growing popularity of K-pop — short, of course, for Korean pop music” (Vox). K-pop has recently become very popular all over the world especially in the U.S. K-pop is often used as an umbrella term for all types of Korean music popular outside of Korea, so the genre can consist of rock bands, hip hop, indie, and basically any other type of music. The K-pop genre consists of main groups though there are solo artists who most of the time had previously been part, of other bands. Although you probably don’t know you have probably already been exposed to this wave especially if you visit Twitter regularly or were on YouTube in 2012 through 2013 when the song “Gangnam Style” by PSY came out. K-pop fans have a lot of power and can start trending thing in a matter of hours depending on the popularity of the idol they are promoting.  Korean pop culture is very different than American. It’s like a whole new world with new rules, vocabulary and just way of being fans. It’s all very well planned and based around main fanservice. Periodically or for special holiday and events, idols what K-pop fans call celebrities to have comebacks – which is when they release new albums and start a new concept for their music or performances- or release special packages and collaborations like makeup, photo books, concert DVDs and collectibles that they fans can buy. Along with those new comebacks or packages they hold fanservice events like music shows and fan meets. That is one of the biggest reasons K-pop is so popular and has a big fanbase. This is one of the biggest reasons I think that K-pop more specifically BTS has become so popular outside of Korea. But who is BTS?

        Who is BTS? First, what does BTS even mean? BTS in Korean is Bangtan Sonyeondan meaning bulletproof boy scouts but in 2017 they officially changed their name to beyond the scene because they wanted fans to see beyond than just the scene in front of them. They are one of the most popular boy bands in the world at the moment BTS has been called next generation leader by Time magazine and “have grown beyond the bounds of traditional K-pop acts, making a splash everywhere from Chile to California. Their devoted followers styled as “ARMY,” have kept them trending on social media at most public appearances.” (Time). They hold the world record for most views in 24 hours with 78 million views on their newest song “Boy with luv” from their newest album Map of The Soul: Persona and at the same time broke the record for the fastest music video to reach 100 million views broken at one and a half days since its release. Each of the seven members is adored by thousands of people all over the world. Kim Namjoon goes by the stage name RM is the leader, producer, and one of 3 rappers of the group he is the only fluent English speaker and the first member to join the band. Next is Kim Seokjin or just Jin the eldest member and vocalist of the group he plays the role of the dad of the group though originally, he wanted to be an actor he has grown a lot and is now one of the best vocalists. Up Next is Min Yoongi or Suga the main rapper and producer very well known for his quiet yet savage personality. Then there’s Jung Hoseok aka J-hope he’s one of the main dancers, producers, and rappers of the group he is also the happy virus of the group he is everyone’s angel and hope. Now for the three Maknaes which in Korean means the youngest members of the group we have Park Jimin who’s is very well known for his powerful yet elegant looks that can capture both female and male attention. He is one of the main vocalists and dancer of the group. Followed by Kim taehyung or V which is his stage name. Who is another powerful visual and was actually voted most handsome face in the world in 2017 and also ranked #5 in 2018 he is also a vocalist of the group. Last but not least is Jeon Jeongguk or just Jungkook the youngest member yet unspeakably talented, main dancer, main vocalist and center face of the group who was also placed #2 in the most handsome faces in the world 2018. Together Those seven men hold so much power they’re not only all good looking but all extremely talented in different things that when put together make the best boyband in the world. They have the power to sell out anything with just a single tweet it's insane.  These seven boys didn’t just become famous overnight they made their debut but where were ignored and judged harshly until they broke through the charts in 2017 with all their hard work and the help of ARMY.

        BTS is very well known because of their huge and very dedicated fanbase that will do anything to get them the recognition they deserve. This is because they have proven to be more than just a group of good-looking men that can sing, rap and dance. They try to share positive messages like self-love, touch on delicate topics like suicide and depression as well as being big supporters of the LGBT community by breaking gender-role buy wearing feminine clothes and makeup and advocating equality regardless of sexuality, gender, and race. All of this through music, videos, and campaigns that they launch. First, I want to talk about how they use their music and content to shine a light on controversial topics like mental health, sexuality, gender identity, growing up, finding yourself, and even political topics. Almost every music video that BTS release follows this storyline about a group of teenage boys and their struggles in growing up and finding the right path while facing different obstacles. The teenage boys are played by BTS of course and the story actually starts out from the very beginning of their career even though we had only figure out it was a storyline during a later era in 2017. The story begins with a group of rebellious teenagers who don’t like to follow the rules who are looking for acceptance and love which they get from each other. Each character hides their own demon and dark past. Namjoon the leader of the group of friend struggles with not know who he is and what he’s going with his life. Jin who is supposed to be the most mature member struggled with the fact that he’s growing up and being who his father wants him to be who forces him to betray his friends and leave them. Yoongi suffers from depression after his mother died in a fire and he couldn’t save her and holds himself guilty for and attempts to commit suicide. Hoseok was abandoned by his mother at an amusement park when was a small child and suffers from PTSD and also has narcolepsy which forces him to live in a hospital the majority of the time. Jimin is very similar to Hoseok they know each other the best because they were both forced to live in a hospital. Jimin suffers from abandonment issues but in the sense that he thinks everyone hates him and he isn’t good enough and also has seizures with an unknown and also tries to commit suicide at one point. Taehyung is a young delinquent who always seems to get in trouble. He isn’t a bad person he just has a bad life with an abusive father which leads him to murder his father one night trying to protect his sister. Then there’s Jungkook he’s the youngest he’s just trying to see his friends who are more like his brothers since they have basically raised him happy. He eventually realizes he can’t have the happiness or euphoria he wants and ends up committing suicide as well. That part of the story takes place during their albums called The Most Beautiful Moments in Life part one, The Most Beautiful Moments in Life part 2, Young Forever, and Wings.  Then continues in their Love Yourself series. Which is when they try and find a way to reverse time and fix all their mistakes or stop themselves from splitting up and killing themselves. I feel like this story is something that you really wouldn’t expect from a boyband of any kind. Which why I think it's so important and makes BTS special and different. What boy bands do you know that have tried to even touch on the topic on this level? Apart from incorporating important mental health and life issues. They have also encouraged people to show who they are and speak themselves. On November 1st, 2017 the group launched their Love Myself campaign in partnership with UNICEF. This campaign was created as an anti-violence campaign but, in my opinion, it has grown to be much bigger than that. Over the last two years, I have watched as BTS has grown and spread their message teaching everyone that they don’t need to hide who they are and shouldn’t be afraid who they are to the world. This message has even led them to speak at a united nations conference in New York making them the first ever Korean Band to do so. The leader of the band Namjoon who fans have since then called their “President” made a very touching speech on how to find yourself.  In the speech, Namjoon said, “After releasing the “Love Yourself” albums and launching the “Love Myself” campaign, we started to hear remarkable stories from our fans all over the world, how our message helped them overcome their hardships in life and start loving themselves. These stories constantly remind us of our responsibility. So, let’s all take one more step. We have learned to love ourselves, so now I urge you to speak yourself. I would like to ask all of you. What is your name? What excites you and makes your heart beat? Tell me your story. I want to hear your voice, and I want to hear your conviction. No matter who you are, where you’re from, your skin color, gender identity: speak yourself. Find your name, find your voice by speaking yourself. I’m Kim Nam Jun, RM of BTS. I’m a hip-hop idol and an artist from a small town in Korea. Like most people, I made many mistakes in my life. I have many faults and I have many fears, but I am going to embrace myself as hard as I can, and I’m starting to love myself, little by little. What is your name? Speak Yourself!". This is one of my favorite speeches Namjoon has ever given as a leader. I’m not going to say that they’re the only artist to ever say this, but they the apart of the few to have such a big impact and influence so many people. I’m also not going to tell you that because of them I have started to love myself, but I can say that I have learned to speak for myself and for what I do believe in. I have spoken out a lot about who I am where I come from like my sexuality and my immigrant background. All the things that the old me wouldn’t have done. But BTS has created a protective bubble that allows me to speak out and find more people like me be happier than I used to be. Because of I have become someone different who I like more than who I used to be. BTS have really set the stage for this new genre of music. Though they aren’t the first they are the only ones to have truly made an impact. The reason this one band from South Korea out of hundreds of other is because of their extremely strong a big fanbase.  Over 10 million fans can’t be wrong.

        Like I mentioned previously BTS’ fanbase is called A.R.M.Y. which stands for Adorable representative MCs for Youth and their Job is to spread the message BTS is trying to give and this Army is extremely dedicated I mean extremely dedicated to their job. Ages ranging from 6 years old to 60 years old BTS is for everyone to enjoy. Their fanbase is all over the world promoting their boys. They spend hours every day creating a thing for BTS a promoting BTS through any way they can. On an interview for Billboard, an Army said, "We want to see them break records and write history." And that’s exactly what we are working for. There are thousands of fan account that are run on twitter an Instagram alone and I’m one of them. The point of these fan account it’s to keep the rest of the fanbase updated, create content, promote BTS, and recruited a new member for the fanbase. This is exactly what I do on my fan account every day on my fan account and literally any chance I can anywhere else. The mission is to promote and educate everyone about BTS this raises their popularity and success.  BTS fans are extremely dedicated to them for many different reasons. Some for their looks, others for their catchy music and of course for their message. “Their message is beyond just making good music. They talk about social issues. They stand for more than your typical boy band would stand for. I think that’s really important for people my age and the younger generation to really understand. Everything on social media, you kind of get desensitized to everything out there. But BTS brings it to the forefront. A lot of things that people younger than me or my age wouldn't care about or know about, they find out about because BTS cares about those things. That really sets them apart for me in comparison to anyone else out in the industry.”   says Christine Gee 27-year-old BTS ARMY for Billboard. I totally agree with her joined the fandom for the very same reason. A lot of people think that because their speaking in a different language their message is unimportant, and people don’t care but we do we translate and decipher the meaning behind everything they say and that’s the truly important part. These boys have voices too and that’s what army is here to promote. Doing that is its own process alone as well.

        The process is very complicated, but we figure out the most efficient way to promote them however we can.  Take BTS’ new album for example first we take everything we know and piece it together like a puzzle. Which is a part of the idea of looking beyond the scene. Like I mentioned before they have a storyline to their videos.  We had already figured out it’s a storyline and every comeback they add a new part or chapter. So, we spend the 6 months between each album piecing the story together and creating theories and trending them on twitter so even while they are away they continue to be relevant. Which is very important in all fandoms and I believe that this fandom is the most active. I've been a ton of other fanbases and it gets boring eventually. We get bored and run out content, but the army is different they're always creating new memes or theories keeping the content relevant.  Once the comeback was confirmed they do many things they promoted it in every tweet they could and made sure to trend it then started setting new goals as well as participating in new activities released by BTS’ company. For the next month, Army spent all their free time trying to find even clues for the new comeback and preordering the album until we reach whatever goal we set for themselves this time we reached 2 million presales in the first 24 hours. Then they set goals for the music video and album streams the goal this time was to beat any previous record we had set so we settled on one hundred million views in 24 hours while the Korean fans who are called K-diamond army and Japanese fans the J-jewels were asleep every other army would stream the music video repeatedly. The American fanbase would buy single songs while the European armies would buy the whole album, so we could get the individual songs on the album on charts and then the full album all while still watching and sharing the new music video. That we get the album to be number one in more than 80 countries as well as making sure that the video and every trending tag on twitter are BTS related in order to capture more audience. Once the other armies were awake and together they set up street promotions by buying billboards and decorating train carts promoting BTS. That all was just for a new album. Every other day army promotes BTS by donating in their names. Every time it one of the members birthday Army donates to a cause.  For this year for Suga’s one of the rapper’s birthday a hundred of army donated blood under his name. For other members, we would adopt endangered species under their names and save those animals. they do things like this because they don’t just want them to be well known but also because they want them to be known for good deed. Of course, BTS themselves also pay parts in these kinds of projects. One of the members J-Hope recently donated 250 Million Won which is over $200,000 just for scholarships for female students. They also normally don’t like when we buy them gifts so why not spend money on a good cause. It’s our job, in the end, we are their representatives we have to make them look good. Like I mentioned before I had been a part of many other big Fanbases and I have never seen this amount of dedication or activity. Not even the Directioners fans of One Direction the who previously were biggest boy band in the world. I feel like this type of dedication has been part of their rise to fame. The amount of time and loyalty they put in is like no other.

        Many people argue that army is a very toxic and aggressive fanbase because of how dedicated we are to promote BTS and sometimes can start fights for being too dedicated with fans of other groups by boasting of our success and achievements. Other times is for being too dedicated for example in many occasions interview misphrase or say things criticize them harshly and Army goes on a rampage against them. For example, Richard Lloyd Parry who is a British foreign correspondent and writer. Parry interviewed BTS and made an insensitive comment about one of the members Namjoon who is the only fluent English speaker in the group English. Of course, Army wasn't happy at all and started to tweet hate at Parry and forced him to apologize publicly because of the insensitive comment. Army said very harsh thing which I witnessed on twitter thought it was very harsh but I believe that he deserved it not only cause I’m army and I support BTS until my last breath but because if this was said to any non-English speaker I would be upset especially since English isn't my first language either its really upsetting when someone underestimates your hard work because you speak differently. In an article about why BTS are way too dedicated and must be stopped it says “BTS fans are young, and youthful adoration isn’t meant to be measured or sensible. Those teenagers you see in floods of tears at Beatles concerts? Not measured, but joyous and warm, a life-affirming testament to the power of pop culture. But that passion, combined with the facelessness of social media, has given rise to something ugly and extreme, aggression that sullies the band’s name. The BTS ARMY marches on a message that is exclusionary, intolerant of others. You wonder if BTS are fearful of their own, intense fanbase.” (NME). I don't agree nor disagree with this quote cause I myself am one of those extremely dedicated fans. I agree that the pressure can get to the boys and all I care about is their happiness and wellbeing the last thing I want to do is hurt them and make them feel bad or ashamed but then again BTS and army have a very strong connection and they always express their love for us the same way we express our love for them. I believe the reason that army acts like this is because BTS has always been put under everyone’s else and now they are finally getting recognition and we won’t let anyone ruin that for ashough criticism is great and everyone has a right to their opinions army strongly believe in the phrase if you don't have anything nice to say don't say it at all we understand when you say that the music isn't your type and it’s not for you that totally understandable but if you come to us with “BTS sucks they don't even speak English why do you like them they look like girls” you're basically signing your death wish. So yes, we are aggressive but without Army, BTS would literally be unknown because people are ignorant and unfair for who they pick to like. By promoting them this way they have proven so many people wrong and have made BTS proud.  Army has made BTS the powerful people that they are today.

BTS is breaking more records than other any other foreign artist in the U.S. but why? There are thousands of other Bands in all kind of languages, but they aren’t making the same impact? I honestly think it’s because of their fanbase and the way that they promote themselves. There is a formula to be the biggest boyband in the world. First, you need good music with a message that people want to hear. Many artists nowadays like to either talk about sex or drugs. BTS chose to instead choose to talk about self-love and acceptance but at the same time making their music fun and energetic. Next you need to promote it this can come in many ways BTS chooses to release a “comeback trailer” which is what American artist calls a single before the full album comes out they also release photoshoot sets that connect to the concept of the album to get fans excited to buy all the album typically one album comes with one version of the photo shoot and there are typically four different photo shoots so as a good fan you would want to buy all four raising the album preorders and sales. Speaking of fans, you need a big fanbase you need an audience to share it and watch it that’s where army comes in like I previously talked about we promote BTS any chance we can and divide up the streams in order to get them to trend in as many places as possible and beat as many records as possible. That’s how you become the biggest boy band in the world. Now you’re probably asking yourself okay but so many artists do that how come only BTS is getting all the attention. My answer to that is luck I believe they were lucky that so many people grow to like them, and they really do create amazing music that I believe many people can relate to something another artist may be doing. For example, BTS is made up of rappers, vocalist and dancers all with different styles, for example, one rapper is more into hip hop while the other Is more into RnB and the other is straight rap. Same with the vocalist part is pop the other part is a ballad and sometimes even rock. All different types that can reach different people and when you put them together everyone can enjoy at least a little bit of it. in comparison, you take a big artist like let’s say Drake who is a rapper very popular with today’s youth who into rap the same with Ariana Grande who makes pop music typically popular with the youth only reaching one type of audience. While BTS has all these different genres making more open to different groups of people. Which is very important because with a little of everything you get a lot and that’s what makes BTS special. They get a little bit of everything and when that comes together it creates something big.

Now you’re probably telling yourself I understand that they’re popular in America and different from American artist but what makes them different from other artists in Korea. First, let's talk about what the entertainment companies or record labels in Korea look like. Before BTS’ big success there was the “Big Three” a term used when talking about the three most successful record labels in South Korea. The big three includes SM entertainment which still is home to the biggest artist in the K-pop industry, JYP interment who also is very big and has some of the best artists in my opinion and lastly YG interpatient which has a lot of new talent. BTS comes from a small company called Bighit entertainment was essentially broke up until BTS success and is only home to now 4 different artists. But now the tables have turned and with the help of BTS bight has surpassed the big three by bringing in billions of dollars just from BTS related sales. But how? BTS Isn’t the first group to make it to the U.S. and stay on top.  We all remember PSY who came from SM entertainment Back in 2013 who was really successful and the first Korean artist to become a global phenomenon. “Gangnam Style was phenomenal, but PSY’s persona was consumed as a character, not as an artist,” Choi says. “He didn’t have a strong fan base like other idol groups, but [US promoter] Scooter Braun found him marketable and introduced him to the American mass media. Despite his long career and musical talent, Psy was depicted in the United States as a hilarious, thus non-threatening, Asian male stereotype.” (SCMP). I agree with this yes PSY was huge and everyone was crazy for him but in American pop culture, he was a one-hit wonder. He did make more music which I absolutely loved and is honestly a big part of K-pop culture except no one outside of the K-pop fandom know about it and that’s the problem. The same thing happened with a boy band called Big Bang and before that all in 2009 a less popular girl group called the Wonder Girls who had made it into billboard charts and even toured with the Jonas brother in 2009. All those bands had tried but failed to stay popular in the U.S. afterward. After that, no other band had tried promoting like that in the U.S. until BTS appeared in the charts in 2017 and managed to stay there. Something that no other Korean artist has done in a long time. After that BTS started to pave the way for other Korean bands like NCT, Black Pink, and EXO on talk shows and award shows. They did what no other band was doing, and they didn’t even come from one of the big entertainment companies that exist in South Korea. Korean artist themselves have even agreed to this idea. A former member of the Wonder Girls and literally the biggest solo artist in Korean right now Sunmi mentioned BTS in one of her interviews when told that her work with the wonder girls had paved the way for K-pop in the United States. She replied “No BTS did” I find this so amazing because as a K-pop fan I am telling she is and OG she’s the first of the first a legend in K-pop books. For her to deny her part in the path of K-pop today and give BTS credit for their work is amazing. Army themselves couldn’t believe it but we totally agree with her.   Though they weren’t the first to start the pave the path into popularity in the U.S. they did finish paving the way for a new artist to come.

In conclusion, seven Korean boys are now the biggest band in the world. Paving the way for many new artists to come and becoming global superstars. They’re doing this in many different ways. For example, using their popularity to shine a light on important controversial topics, having extremely dedicated fans and lastly for making great music for almost anyone. BTS are truly the entrepreneurs of change.

Works Cited

“BTS Pave Way for K-Pop Golden Age in the U.S, Doing What Psy Couldn't.” South China Morning Post, 20 July 2018, www.scmp.com/culture/music/article/2127984/bts-pave-way-k-pop-golden-age-us-achieving-what-psy-and-wonder-girls.

“BTS Speech at the United Nations UNICEF.” Performance by Namjoon Kim, YouTube, UNICEF, 24 Sept. 2018, https://youtu.be/oTe4f-bBEKg

“Five Ways BTS Changed the World of Pop Music.” Evening Standard, 12 Apr. 2019, www.standard.co.uk/go/london/music/bts-map-of-the-soul-persona-ways-changed-pop-music-kpop-a4110786.html.

Bassett, Jordan. “Why the BTS Army Must Be Stopped.” NME, NME, 18 Oct. 2018, www.nme.com/blogs/we-need-to-talk-about-the-bts-army-2389994.

Bruner, Raisa. “Everything to Know About K-Pop Group BTS.” Time, Time, 11 Oct. 2018, time.com/collection-post/5418827/bts-members/

Herman, Tamar. “Meet the Fans of BTS: Profiles of American ARMY.” Billboard, 29 Sept. 2017, www.billboard.com/articles/columns/k-town/7981702/meet-fans-bts-profiles-american-army.

Kolgraf, Jackie. “How Fans of BTS, Beyoncé, Taylor Swift & More Are Changing Music Marketing.” Billboard, 15 Feb. 2018, www.billboard.com/articles/business/8099836/fan-armies-bts-beyonce-taylor-swift-music-marketing.

Litovsky, Dina. “40,000 BTS Fans Can't Be Wrong.” Vulture, 10 Oct. 2018, www.vulture.com/2018/10/bts-and-the-army.html.

Romano, Aja. “How K-Pop Became a Global Phenomenon.” Vox, Vox, 26 Feb. 2018, www.vox.com/culture/2018/2/16/16915672/what-is-kpop-history-explained.