Written by: Alyssa Rasya Adzhani Pujiasmoro
Two weeks ago (May 23rd), BTS had brought home four awards at the Billboard Music Awards (BBMAs); Top Selling Song with their mega-hit, “Dynamite”, Top Duo/Group, Top Song Sales Artist, and the fan-voted Top Social Artist for 5 consecutive years. A couple of days before, their second full English-language single, “Butter”, was released. The disco-pop music that vibrates summer weather immediately achieved a perfect all-kill on the Billboard Charts for two weeks straight, proving why BTS is a global sensation with loyal fans―ARMYs―that stay on supporting the band despite the cancelled world tour and fan-meetings due to pandemic.
BTS’s label (HYBE), however, seems to be (financially) unbothered by the current situation as they still invest a lot to build majestic stages in South Korea for every performance. HYBE replicated the BBMAs red carpet for the group to do their acceptance speech and pre-recorded the long-awaited debut live stage of “Butter”.
To mention some more on the band’s success list, BTS was the first Korean act to hold a solo concert at the Wembley Stadium and miraculously sell out the iconic venue for two days straight. At the end of the concert, 60.000 ARMYs sang the chorus of “Young Forever” (in Korean) and successfully made BTS shed tears of joy witnessing how ARMYs made the dream they mention in the song come true. Being nominated at the Grammys as Korean singer, winning western music awards with Korean songs, and the fact that BTS is still achieving more each day often leaves people questioned. How do these seven young men break stereotypes in the music industry and conquer the language barrier, being the living proof of ‘music transcends language’? We will dive deep into the answers but first thing first, who is BTS?
BTS or Bangtan Sonyeondan (meaning: Bulletproof Boy Scouts) debuted under Big Hit Entertainment (now HYBE) in 2013 with seven Korean members; RM, Jin, Suga, J-hope, Jimin, V, and Jungkook. Bang Si Hyuk or widely known as Hitman Bang (‘Hitman’ stands for ‘hitmaker’, he was named so after arranging some of earlier singers hit songs) was a composer and producer for his friend’s company, JYP Entertainment, before he left and built his own company. He once revealed, “I remember telling Producer Pdogg who let me listen to RM’s rap song to immediately set a meeting with this friend―RM―because I couldn’t just let go of someone who had such abilities.” Putting his faith in RM, Hitman Bang then worked on a hip-hop group that was supposed to be debuting in 2011 before he reconstructed the group into a typical K-pop idol concept and finalized the line-up in 2012. BTS finally made its first appearance on television with “No More Dream”.
Being their label’s only hope, BTS had no big dreams. Global superstars? It was far beyond their imagination. From underdogs to award winners, they went through a hard process to reach where they are now. As someone who follows them from the start, here’s my opinion on how they become one of the biggest bands in the world.
The Struggles
Before selling out stadiums, they were met with plenty of backlash from the K-pop industry. The story of how BTS’s rappers were called ‘girly’ by an underground rapper for wearing makeup on stage and being underestimated just because they are idol rappers remains vivid in every ARMY’s memory. On the other hand, some of the members were told that ‘those makeups do nothing on them’ since they were ‘too ugly for an idol’. Now, their concerts might sell out within minutes, but they began by asking pedestrians to watch their concert at a pub for free. BTS had no giant agencies behind them so constantly getting cut out from broadcasts was nothing new and someone’s empty spot was their dream. Being a global superstar doesn’t necessarily free you from racism. BTS confessed that they had endured expletives without reason and were mocked for the way they look. They were even asked why Asians spoke in English. Still, BTS is moving forward to show the world that everyone should fight for their dreams and speak for themselves.
The Strategy
First, note that none of them have had any individual endorsement nor personal social media account. I believe Hitman Bang intended to avoid overshadowing between members since certain members might appeal more than the others. He planned to build the public’s perception that ‘BTS is seven or nothing,’ and successfully left people with no choice but to love all members equally. He had no media power to put the spotlight on BTS, so he believed in social media’s potential (mostly YouTube and Twitter) to promote the group. Long before vlogging was a trend, BTS already had dozens of backstage footages on YouTube to update the fans. He then developed the contents―even made an app called Weverse for the artists to communicate with fans―to also make money but still entertain and leave good impacts on people. Call him lucky, but Hitman Bang is indeed a visionary.
Let me appreciate HYBE (again) who has failed us yet with exceptional stage designs and properties throughout the years. Without discarding the band’s amazing vocals and raps, BTS’s detailed choreography always stands out the most to me (shoutout to the choreographer, Mr. Son Sung Deuk). The company has done amazing works too on making the MV plots which engaged the fans to guess the story behind each scene and discuss their theories with other fans afterward―one additional way to grow the fandom.
Furthermore, the fans will be able to see how BTS grow as person through their albums. Since the beginning, BTS has aimed to deliver relevant messages to their generation by telling their own stories through music. The first album trilogy portrays BTS as raged, dreamless teenagers who fell in love and got hurt. They found out in the next trilogy (see BTS’s “The Most Beautiful Moment in Life” trilogy) that beauty coexists with uncertainty and that life isn’t always full of butterflies, but they continue to run forward nonetheless until they discover the ‘map’ of their souls to find ways in accepting who they really are. BTS continued to tell that it’s never been easy to find peace within the life they’re living and that their personas sometimes fight each other, but they realize it every time that it’s worth the sacrifice.
BTS members always thank ARMYs in every chance they get to let the fans know that they are involved and play part in BTS’s success. On their 7th anniversary, BTS dedicated a song called “We are Bulletproof : the Eternal” for the fans to show how BTS had wondered why ARMYs were still―and will still be―walking with them and eventually, with ARMYs watching them, BTS has nothing to be afraid of.
Imagine loving an artist who loves you back, how good would it feel?
The messages they convey
“The depth of thought, the smooth flow of language, and the creative ways with which he delivered his rap in Korean were so outstanding for a 17 years old boy.”
Well, Hitman Bang undoubtedly has good eyes on people. The 17 years old boy he met 11 years ago is now the leader of BTS (RM) with over than 170 songs copyrighted under his name, making him the fourth and youngest most-credited songwriter in the Korea Music Copyright Association (KOMCA) ‘s history. “All seven members each possessed talents and skill. The desire to create something really cool from these traits was the beginning of BTS,” the 48 years old multibillionaire added.
Along with RM, Suga and J-Hope are also known to have outstanding talents in song production. Suga has 133 copyrighted songs and took part in producing several BTS’s songs as well as Korean well-known singers, such as IU on her award-winning single, “Eight”. Each of the three rappers has released at least one self-produced mixtape and might be releasing another one anytime soon. Not to mention the two youngest vocalists―V and Jungkook―who kept on teasing ARMYs with spoilers of their upcoming mixtapes. In December 2020, both Jin and Jimin caught the fans by surprise with their self-written singles called “Abyss” and “Christmas Love”. J-hope welcomed 2021 with single “Blue Side”, while RM recently released a solo single titled “Bicycle” to commemorate BTS’s upcoming 8th anniversary.
Now you can see that seven of them love to show their colors and the authenticity of their music is what’s important for them. “Right from the making of their first album, I only asked them one thing; BTS’s music should be stories that contain BTS’s inner self,” Hitman Bang implied. Hence, the group’s debut song, “No More Dream”, tells stories of their anxiety towards the future and how society diminishes their dreams.
“Grown-ups and my parents keep instilling confined dreams to me
Throw a fastball at the waste of time that is night study sessions
Why do you keep telling me to go to different path?
Take care of yourself, please don’t force me.”
― No More Dream
Hate comments were thrown at them for voicing their criticism, the lyrics were considered “influencing teenagers to disobey their parents and quit studying”. But if we seek further into the whole song, it seems to me that BTS rather asked teenagers, ‘what is the you that you’ve dreamed of? What do you see in yourself?’ thus encouraged them to go on their paths with no hesitation. Even with the backlashes, BTS didn’t step back and sensed the responsibility to tell stories that most young people could not. “By doing that, I believe many people will be able to empathize with us,” said Suga, the Nostradamus of the group.
“The media and adults say we don’t have willpower
Condemning us like stocks
Why are they killing us before we can even try? “
Another irony was mentioned in the song “Dope”, a sidetrack of the group’s 3rd mini-album―The most beautiful moment pt.1―which unexpectedly strengthens their position in the industry despite the daring lyrics.
When most K-pop idols only sang love songs back in the time, BTS chose the opposite way by also addressing social,
“We’ve got crow-tit’s legs, and you have a stork’s legs
My legs are shorter, so how do you expect me to keep up?
They say it shouldn’t matter since we’re coming from the same place, never
Stop going on about ‘effort’ and more ‘effort’, it makes my skin crawl.”
― Silver Spoon
and even political issues in their music,
“Someone who wishes for peace, someone who wishes for war
Isn’t it strange how they are each at the extremes of their ideologies?
With dreams as its collateral, capitalism injects the morphine called ‘hope’
Are all preferences controlled by the capital?
No matter how much money is in your grasp,
Everyone’s a slave to this system.”
― Strange by Suga ft. RM
Nevertheless, I would say that BTS’s ultimate way to charm into people’s hearts is the special traits in the lyrics of their songs that can assure people that they’re not alone. “The hazy shadows that swallow me up, how am I so regretful? Or is it me that loneliness gave birth to? I still don’t know, dark blue. I just wanna be happier, am I too greedy for that? (Song: Blue & Grey)” this emphasise how the boys are not ashamed to acknowledge that sometimes they feel blue, on the other day the tiredness strikes, and there are days where nothing could excite them.
“I do believe your galaxy; I want to hear your melody. I’m not going to say anything blatant like ‘find strength’, but I will let you hear my story instead (song: Magic Shop),” by that BTS points out how sometimes we just want someone to listen and empathize with us. They want to build a ‘Microcosmos’ with ‘Magic Shop’ inside of it for those who love them to find comfort,
and encourage people to take a moment to heal,
“Just like freshly fallen snow,
Let’s breathe like we did at the beginning
When this song ends,
May you be a little happier.”
― 00:00 (Zero O’Clock)
get to know themselves,
“Who am I? The question I had my whole life
If it were answerable with a few mere words,
Then God wouldn’t have created all these various beauties
Persona, who the hell am I? Tell me all your names baby,
Where’s your soul? Where’s your dream?
― Intro: Persona
learn to love themselves,
“Loving myself might be harder than loving someone else
Let’s admit it, the standards I make are stricter for myself
Me of yesterday, me of today, me of tomorrow, it’s all me
Maybe this isn’t the answer either,
It’s just that loving myself doesn’t require anyone else’s permission.”
― Answer: Love Myself
and pray for the Spring Day to come again
because hey, Life Goes On.