Aiz Writing Seo Sung-duk (Music columnist)
BTS won the Top Social Artist category for the second consecutive year at the Billboard Music Awards 2018. Some people are surprised that Korean Artists have won awards at a large awards ceremony for a brand that everyone knows about the popular Music called Billboard. I am amazed at the enthusiastic reactions in the awards ceremony video, or I wonder how popular they are. Sometimes, the 'Top Social Artist' is determined by fan Voting, and some of the polarities are considered as a temporary phenomenon as possible. It is important to look at what they have become in the Music market over the past year rather than the award itself. To become a candidate for the Top Social Artist, you need to achieve on the Social 50 chart. The chart measures the activeness of interactions on the Artist website and on various social media. As is already widely known, BTS has made specialized efforts in this area, and has to date reached number 75, and let's take a look at the charts of this moment. BTS is fourth in the Artist 100, which will be released tomorrow. The Artist 100 is a more complex chart. It ranks Artists by bringing together many indicators that can be a measure of popularity, such as social media activities, album sales, and radio broadcasts. The Billboard 200 chart, which will be released on the 27th, measures album sales. The album sales volume reflects the Bigger Than Life record, digital sound source, and streaming performance. Post Malone’s Beerbongs & Bentleys has been in the top spot for the past three weeks. BTS is estimated at around 100,000: mostly Bigger Than Life record sales; BTS is at least second, and it is market observation that it can be number one. When Kelly Clarkson introduced her as the "World's Best Boy Band" at the awards ceremony, he just said it as it is. There is a history of Boy Band or idols in the pop market centered on English and American. And the current pop market is dealing with BTS within that extension. It is not seen as a temporary phenomenon that has been heated up on the internet meme or a situation where the flow of a specific area called K-pop has gained international reputation. Above all, the phenomenon that fan activities attract the popular popularity of Artists is already the new and important operating principle of the Music market. Billboard has already dealt with the relationship between fans and Artists, and the impact it has on the market as a whole, citing cases such as Taylor Swift, One Direction, and BTS as part of a special article late last year. When social media and streaming say they are changing the Music market, the common point between the two is that they can observe and analyze all consumption activities in real time. It remains data, who is getting attention, who listens more to whose Music. Bigger Than Life The Music market, which has been passed from digital Music to streaming, has not just changed the way of listening to Music. The Music market now can measure who is more appreciated, not who sells more; the shouts at the venue, the awards show, are just those short stories. Therefore, no one in the Music World can dismiss the success of BTS as a once-in-a-lifetime buzz. It is natural that interviews with DJs and producers who have worked with BTS recently have increased the process of work or appreciation. According to interviews by Steve Aoki, DJ Swiebel and Ali Tamposi, BTS is a team that can find producers who can best express genres and moods for each song in the album, sometimes making challenging requests that are out of the typical sound of the producer, and trying as much as they can. Boy Band is constantly expanding based on fandom and doing work outside the scope of Boy Band. In short, we are seeing the latest updates in the history of Boy Band evolution.
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