BTS: K-Pop's International Superstars
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BTS - Triumph Books
Contents
1. The Birth of Cool
2. The K-Pop Machine
3. An ARMY Rises
4. Meet The Bangtan Boys
5. Sick Beats and Deep Thoughts
6. The ARMY Wants You—Basic Training
1. The Birth of Cool
BT Who?
You might not have heard of them—yet—but Billboard has. BTS has had two songs chart on the Billboard Hot 100 singles list, are the highest-charting Asian artist ever on the Billboard 200 albums chart, and ruled Billboard’s Social 50 chart for all but seven weeks in 2017—and all of 2018...so far. They’ve also already graced Billboard magazine’s cover (actually, seven of them—one cover for each of BTS’s seven members). In June 2018, they became the first ever group who doesn’t record primarily in English to hit No. 1 on the Artists 100 as the top-selling artist in the U.S. What’s more, they have a devoted legion of fans who earned them the Top Social Artist award at the Billboard Music Awards in 2017 and 2018, besting the likes of Justin Bieber, Ariana Grande, Selena Gomez, and Shawn Mendes.
And while Billboard statistics are all fine and good, they don’t tell anywhere near the full story of BTS. Already breaking the mold in the hugely successful genre of K-pop, BTS is a crossover success in the States. Why? Their unique brand of socially conscious pop/hip-hop music, slick choreography, and unprecedented fan engagement has set them apart from the rest of their contemporaries. Their self-dubbed ARMY
of fans is a force to be reckoned with.
Formed in 2013, BTS (aka the Bangtan Boys, Bangtan Sonyeondan, the Bullet-proof Boy Scouts, and the more recent moniker Beyond the Scene) is a seven-man band consisting of rappers RM, Suga, and J-Hope and vocalists Jin, V, Jimin, and Jungkook. Together, the multitalented Bangtan Boys have seamlessly blended their talents to create a unique K-pop group. Focusing on issues beyond the typical dance-pop offerings, BTS struck a chord with fans.
Let’s get one thing straight first: BTS is no fly-by-night operation. They are nothing less than international superstars. Since making their debut in 2013 they’ve been absolutely killing it in their native South Korea—they’re the best-selling musical group in the country and have won Korea’s top artist prize for the last two years running. (They’ve also hit No. 1 in 72 other countries, thank you very much.)
They’re the face of several brands, including Puma, Gonsen (cosmetics), and LG Electronics. They’re also representing another well-known brand—Coca-Cola, anyone?—at the 2018 World Cup, perhaps the world’s biggest advertising stage. With Love Yourself: Tear reaching even greater heights, BTS is poised to take America by storm.
But first, a little history. To the outside observer, K-pop looks like a sugarcoated confection, a frenetic collection of beats, catchy hooks, super-sharp dancing, and kaleidoscopic visuals performed by impossibly attractive singers and entertainers. But to dismiss it as a cotton-candy version of pop music would be way off the mark. Not only is K-pop wide-ranging in its musical styles and onstage product, it’s serious business. Big business.
In fact, it is nearly impossible to overestimate the power of K-pop. The multibillion-dollar industry (that’s right, billion with a B) is one of South Korea’s biggest exports, and a huge contributor to the country’s bottom line. Those eye-popping numbers are pretty