It is only 12 years since the crossover group Il Dibo's Ancora that foreign language albums topped the Billboard album chart. Il Divo in the UK sang in Spanish, Italian and French, while most of the bulletproof was called Korean. Billboard said, "It is the first world music album to be ranked number one according to genre classification." “The Korean album officially conquered United States of America,” the music magazine Rolling Stone reported.
The view of the success of the seven-member boy group BTS, which debuted in 2013, is also multi-layered. The analysis of the Love Yourself Seung Heo album, which sold 1.66 million copies last year, has been added to the humanities, philosophy and marketing discussions. Big Hit Entertainment, led by producer Bang Si-hyuk, achieved sales of 92.4 billion won last year and ranked first in domestic agency based on operating profit (32.5 billion won). The secret to BTS' success was summarized by six keywords: BTS DNA.
It is also noteworthy that you get good results on both Billboard 200 (album) and Hot 100 (single) on the main chart. Lee Gyu-tak, a professor at George Mason University in Korea, said, "People do not remember the singer who sang the song even though they know Macarena or Despacito, which is the number one spot on the single chart." Success on the album chart does not end with "one hit Wonder" and implies greater growth potential. "
In 2012, Cyay entered the chart for four consecutive weeks after ranking second in the Hot 100 for the seventh consecutive week with Gangnam Style, but failed to avoid falling in the rankings. BTS, on the other hand, has entered the Billboard album charts for six consecutive years. The remix versions of DNA and Mike Drop in Hot 100 last year ranked 67th and 28th respectively, and are also aiming to enter the album title song.
Transmedia music is centered around various media such as video, characters, campaigns and Game. Just as Marvel movies based on the world view of Marvel Art Universe are connected to each other, Storytelling such as 'School Trilogy' and 'Youth Trilogy' are formed, and music videos are connected in the form of short film and highlight reel. The Love Your Self series will be the basis of the campaign Love Myself with UNICEF, and the character BT21, introduced by Line Friends, will be released as Game Puzzle Star BT21. NetMarvel bought 25.7% of Big Hit for W204bn ahead of the launch of the Artectic Game BTS World in the second half of the year.
Storytelling The narratives these content have are attractive enough in themselves. If you use art with only a few literary works borrowed from videos such as Damian and People Leaving Omelas, it is close to collage. However, the story is wider because there are various platforms for the release of related content. Park Ki-soo, a professor of cultural contents at Hanyang University, said, "It is a playground where more users can visit and enjoy music, listeners who listen to music, audiences who watch videos, and Game players." "As the practical participation of collective intelligence continues, the expansion rate is also very fast."
Direct BTS communicates directly with fans: Twitter Inc., which surpassed 10 million followers for the first time in November last year, is currently subscribed to 14.97 million people. Members do not operate their own accounts, but communicate with each other by displaying the authors in a hashtag such as #RM # JIMIN in one space. The first Billboard award testimony also came to Twitter Inc. first, saying, "It is amazing and very embarrassing."
The importance of direct communication on the network (network) is also revealed in the number of subscribers by platform. While Twitter Inc., which is run by members, YouTube and Instagram, managed by the agency, are 12.82 million and 10.7 million, respectively. "The voluntary translation account that arises on SNS plays an important role in breaking down language barriers," said Kim Young-dae, a music critic who lives in United States of America Seattle. "The influx of various races such as Asians, blacks and Latinos into fandom can be seen as a link to the change in the status of minority races in North America."
Fan club Ami, which means Army (Ami) Army, is as powerful as its name. It is no exaggeration to say that BTS won the Top Social Artist for the second consecutive year at the Billboard Music Awards without fandom participation. Lee Ji-young, a visiting professor at Sejong University who wrote "BTS Arts Revolution" (Paresia), said, "Ami acts like an army with organizational power and tactics." If bulletproof sings about school violence, “This shows the possibility of developing into a life-politics movement.”
The success keyword is the first 6 consecutive album chart in foreign language after the BTS DNA 2006 Divo. The single is also expected to be used for Storytelling and media use "I am surprised" to communicate with fans directly and SNS