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BTS: The Global K-pop Icon
BTS: The Global K-pop Icon
It is impossible to talk about the global reach of K-pop without acknowledging the profound impact of one group in particular. BTS, or ‘Bangtan Sonyeondan’ (방탄소년단), debuted in 2013 under the company ‘Big Hit Entertainment’. The seven member boy group has gone on to achieve worldwide success, earned both critical and commercial recognition, and secured a passionate fan base - known simply as the BTS ‘Army’. From their sold-out stadium tours and lucrative merchandising, to their often innovative and ambitious musical vision, BTS have firmly cemented themselves within the cultural zeitgeist of the 21st century.
The Path to Superstardom
The Path to Superstardom
Whilst it is difficult to isolate one definitive cause of BTS’s success, many fans, academics, and industry experts cite the group’s use of social media. Their digital engagement has allowed them to connect with their fans on an ostensibly more personal level. Another factor is the group’s lyrical prowess. Their socially conscious and, at times, confrontational, discography has addressed various topics, including the competitive education system in South Korea, mental health issues, class polarity, job scarcity and media intrusion.The level of musical hybridity has also contributed to their global exposure. During their first years in the industry, BTS were predominantly known as a hip-hop group, but their collective sound has since developed into an eclectic and diverse mix of different musical styles. Last but not least, the group employs a striking visual style and elaborate dance routines.
Image from The New Yorker, by Michael Tran / Getty
Who are the members of BTS?
Who are the members of BTS?
RM: X @lbtseditsl / Jin: X @btsfire7 / Suga: Pinterest @aestkth / J-Hope: Pinterest @minsk /Jimin: X @PortalParkJimin / V: Pinterest @nini /JungKook: X @GoldenJKUnivers
The group has engaged in various areas of global philanthropy, and this includes a ‘LOVE MYSELF’ campaign for UNICEF, as part of their ‘On My Mind’ initiative, which aims to protect the mental health of children. More recently, the group delivered a speech at a press conference in The White House, aiming to raise awareness of anti-Asian hate crimes.
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What is the next step for BTS?
What is the next step for BTS?
At present, the group is on hiatus. Whilst the younger members of BTS have been pursuing solo projects, the older members have been in the South Korean military, completing their mandatory conscription. Dedicated fans continue to ponder if, or when, the group will resume activities as a single unit. Regardless of what may happen in the future, BTS are responsible for instigating a seismic shift in the timeline of K-pop history and have set a clear precedent for other global artists. More importantly, their impact has allowed us to not only reevaluate how we situate K-pop within the international sphere of popular culture, but also question its very definition. The success of BTS suggests that K-pop is more than a category of music, it is instead a broader movement and artistic form that transcends national boundaries and is worthy of sustained critical attention.
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