Ask any BTS fan—an ARMY—what they love about the group and as expected, they will point out the obvious: the boys are talented, good-looking, and dedicated to their craft.
But then there are also the other factors—characteristics you’d only expect to see in someone you’ve closely connected with and known for some time: genuine and honest; humble and grateful; hard-working and passionate; decent and sincere. Whoever’s calling the shots for and managing the group’s PR and social media presence might just be a genius, but as one fan pointed out, “they can’t fake the sincerity of the live vids, the tweets, the small updates they post.” They’re probably the real deal. Fans are enthralled, not just by the glitz, glamour, and smooth moves of these global superstars, but also by the personas they project.
These personas, by the way, are distinct. You’d think it would be difficult—for each member of a group of all-male, Asian performers to project a personality that’s all his own and that stands out from the rest—but in BTS’s case, it is very much possible to easily distinguish V, Jimin, RM, Suga, J-Hope, Jin and Jung Kook from one another.
It’s not just the coordinated but carefully curated wardrobe and variety of hairstyles they sport; it’s also the unmistakable individual talent, as well as the individual character of every member, as manifested in appearances on Ellen and The Late Late Show with James Corden, to name a few.
Are they for real, or is it all but an act? Could these young, impeccably dressed, handsome, and evidently talented—not just as performers but also as songwriters—men be true to the good boy image they show? Seems too good to be true, but the fact that they were tapped by UNICEF to be ambassadors for its Love Myself campaign and #ENDviolence program must count. Being chosen as poster boys for self-love and for the protection of children and the youth against violence is a big deal. And that speech of RM or Kim Nam Jun, at the UN General Assembly in 2018 was truly inspiring.
Apart from being able to send a heartfelt message promoting self-love and acceptance, RM’s speech was also a venue to honor the boyband’s followers. “Our fans have become a major part of this campaign with their action and enthusiasm. We truly have the best fans in the world,” he said. Not too shabby.
The connection BTS has with its fans helped fuel the worldwide fandom that has broken the barriers set by geographical distance, racial prejudice, generational gaps, and cultural differences. The ARMY isn’t an army of teenage fans; there are also children, young professionals, doting mothers, middle-aged executives, and even senior citizens dancing to one of the band’s hits while in retirement in South Korea, the Philippines, the United States, and the rest of the world.
BTS, has, in fact, surpassed a hurdle that most musicians, performers, and recording artists have been grappling with for more than a year now: a global pandemic. The year-on-year income of Hybe Corporation (formerly Big Hit Entertainment), BTS’s managing firm, as of the last quarter of 2020 increased by 122%, proving that no crisis is big enough to prevent a global music phenomenon. Music streaming companies also saw an increase in revenue.
Do we need more proof of BTS’ groundbreaking international success, and that these guys deserve it? Again, they are extremely talented. They actually sing well and you can tell even if most of the time you don’t understand the lyrics. They dance with skill, suaveness, and precision that remind you of Justin Timberlake and Michael Jackson. And the ones who rap—recently, also in English as well as their native Korean—sound like they were born to do just that. Such great performers.
There’s also the first-time Grammy nomination for a K-pop act, along with the performance at the Grammys itself. Catchy, well-written songs that serve as earworms for weeks regardless of where the listener is from. Several Billboard hits, including the chart-topping singles “Dynamite,” “Butter” and most recently, “Permission to Dance,” co-written by no less than Ed Sheeran, are all proof that aside from satisfying and adding more to the band’s already growing legion of fans, BTS has and continues to make a major impact on South Korea’s economy. Such impact ultimately leads to a significant increase in the export of merchandise and the creation of jobs in different sectors.
Of course, one cannot forget the global fan base so engaged not just in the songs and lyrics and performances but also by the real people behind them, and the good looks and pristine image that would melt even a grumpy grandmother’s heart. The ARMY, aside from being fans, also serve as self-appointed disciples advocating for BTS through their networks.
BTS’s global appeal illustrates that in the world we now live in, there is no longer room for discrimination, sexism, and violence. People don’t want to see macho chauvinists anymore. The good guys get the prize.
The story of BTS tells us that yes, there is hope for Asian musicians to go global and find success outside our region. But it also tells us that to be nearly as successful, it will take a lot of hard work, strategizing, tactics, and tech-savvy. Raw talent isn’t always enough to be recognized, become famous, and make money these days. What BTS could not make through live, in-person concerts during the pandemic, they made up for through merchandise, streaming, and online show ticket sales—all of which require a superteam working for the supergroup. It takes a village—no, make that an army—to make these things happen.
Saying that BTS has conquered the world and attained world domination isn’t far-fetched. This giant of a boyband is supported by an ARMY after all, from every corner of the world.
1 comment
Having fallen in love with BTS over the past year, with the endless optimism and joy they have bring, might be strange for a 57 yr old, but I am enjoying being ARMY just the same!