Lecture Notes: BTS and their Global Influence

Introduction

• BTS is a South Korean boy band from Seoul, similar to the global influence of The Beatles.
• Known for selling millions of albums and having a huge global presence on YouTube.
• They contribute significantly to South Korea's economy and tourism.

Economic Impact

• Worth approximately $3.6 billion annually to South Korea's economy.
• Accounted for over $1 billion in consumer exports.
• Attracted foreign tourists; in 2017, 1 in 13 tourists visited due to BTS.
• Potential to generate $37 billion over the next decade if popularity persists.

BTS’ Origins

• Debuted in 2013, named 방탄소년단 (Bulletproof Boy Scouts), now Beyond the Scene.
• BTS is characterized by its strong connection to fans, known as ARMY.

K-pop Genre

• Blend of electronic, hip-hop, pop, rock, R&B, and rap.
• Emerged in the early 90s, popular globally by the 2000s.
• $5 billion global industry.

BTS’s Rise to Fame

• Big Hit Entertainment signed them after auditions in 2010-2011.
• The group honed their skills before debuting.
• Social media strategy played a key role in their global recognition.
• Big Hit’s financial success is largely tied to BTS’s success.

Social Media Strategy

• Gained international fame via social media rather than traditional TV.
• Members given control over social media accounts.
• Single, unified social media presence with huge followings on Twitter, Instagram, and YouTube.
• Created solo music under their label.

Breaking Into the U.S. Market

• First U.S. presence in 2014 on a reality TV show.
• Performed at KCON in L.A., gaining significant attention.
• Won the Billboard Music Award for Top Social Artist in 2017.
• Known for real and relatable imagery akin to The Beatles.

Performances and Achievements

• Known for choreography and stylized music videos.
• Achieved high-ticket sales for stadium shows.
• First platinum certification for "Mic Drop," gold album for "Love Yourself Answer," and Billboard 200 chart-topping album.
• Songs focus on self-identity, confidence, and social issues.

Social Contributions

• Partnered with UNICEF for the "Love Myself" campaign against violence.
• BTS seen as more than just K-pop, especially amidst scandals in the K-pop industry.

Recent Records and Collaborations

• First K-pop band on Saturday Night Live.
• "Map of the Soul Persona" broke pre-order records and topped iTunes charts globally.
• Collaborated with American artists like Nicki Minaj, Ed Sheeran, and Halsey.

Merchandise and Branding

• Partnered with Converse, Coca-Cola, Puma, and Hyundai.
• Merchandise includes Funko Pop collectibles.

Ongoing Success

• Love Yourself Speak Yourself tour grossed over $100 million.
• Released a significant number of albums and EPs, maintaining a prolific output.
• Comparable to The Beatles in terms of chart-topping achievements in the U.S.