One of the three major music awards for United States of America, BBMA is considered a dream stage for the foRMer World majority singer. At BBMA, which was far enough for the Korean The Artists to be news even if invited, BTS is to present a comeback stage aimed at the foRMer World. BTS continues to pour out the record that wants to be 'this really true'. Japan's third full-length album, "Face Yourself," released recently by them, peaked at number 43 on the Billboard album chart "Billboard 200" on the 10th of last month.
Experts say that BTS has already fallen out of the category of k pop over a series of BTS phenomena. We analyzed the S(strong point) W(weak point) A(planner) G(goal) of BTS which is writing the definition of Boy Group.
S (strong): Mysterious Idol descends from TV to smartphone
BTS has a lower ranking of domestic digital music than its reputation. On the Genie Music chart, three BTS songs, "DNA", "blood sweat tears" and "burning", do not have the first day of the day. It contrasts with Idol groups that know their names having a number of long-teRM ruling songs, the number one daily.
This material, which feels at first glance contradictory, reflects the growth history of BTS. BTS, which debuted in 2013, has grown from big hit entertainment, a small and medium-sized agency, and has been breaking down the existing boy group success foRMula in turn. In addition to music videos that have been released with a structured storytelling of stories that will be shared in their 10s and 20s, social networking services have released videos of practice courses. Unlike other boy groups, which had a somewhat mysterious sense, it is the secret to becoming a friend-like Idol.
So far, only three music videos have exceeded 300 million views on YouTube, which is the highest record in the K-pop group, which is impossible to achieve without global fandom.
On the other hand, the spotlight that pours from home and abroad can be a weakness and a risk. Billboard showed that BTS was classified as a separate corner for a limited time on its website in February and regarded it as an independent genre rather than K-pop. "In recent years, Billboard writers are using ARMY and BTS fan clubs as they create BTS-related questionnaires on a compelling topic," said Idolology's flat-size director Mimyo.
It is pointed out that the current situation, which is called BTS pop instead of k pop, can be a big burden for this team. In fact, leader RM changed its current name from the existing activity name RM last year, saying, "I thought it was too much with the two Much when I talked about the name RM in many places such as United States of America."
Kim Ban-ya, a SBS radio writer, said, "It is difficult to endure the weight of the crown." "It is important to maintain the current image and continue to write good songs." It is a concern that these images, which have been made to enjoy and play, may be broken in front of the burden of 'good work'.
A (Planner): Forecasts for the birth of a 1 trillion won enterprise, the future strategy is unclear
Big Hit Entertainment, an agency, is reorganizing the enterprise industry map on BTS. Big Hit Entertainment recorded annual operating profit more than sm, YG, and JYP last year. In addition, Big Hit Entertainment is expected to have a market capitalization of close to KRW 1 trillion if listed in the future. Recently, Netmarble Game bought 25.7% of Big Hit for W204bn, which means that the market value of the company is about W780bn, and if the management premium is added, it can exceed W1trn.
Of course, the existing entertainers are not just envious of the big hit, because unlike Big Hit, which is almost all-in-one with a BTS team, they have been steadily diversifying their portfolios.
sm Entertainment has introduced high-profile entertainment and dramas such as 'Hyori's Minbak 2' and 'Kiss First' through its subsidiary sm C & C, and YG Entertainment is also developing its own program production ability. If these large agencies succeed in establishing a vertical integration system that will feature The Artist in their own program, BTS may not have enough synergy effect from their agency. The partnership with Netmarble is analyzed as part of overcoming these limitations: This is why I'm curious about the birth of BTS Game.
G (goal): DNA cohesion that has grown as if it were fun to play
The pressures of the domestic and foreign countries as the representative of K-pop also require a stubbornness to keep the color of BTS intact, as if they have been playing and enjoying their current position.
"Due to the nature of the group (which has grown through communication), weaknesses should not be improved through special means, but should be supplemented through current strengths," said Chung Byung-wook, a selection committee member for the Korea Popular Music Awards.