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MusikBTS: That’s behind the success of the K-Pop stars

BTS would have also taken their world tour to Berlin in the summer of 2020. The Olympic Stadium was booked for two days and full seats were guaranteed. In 2019, the South Korean band sold out London’s Wembley Stadium within 90 minutes on two days – with songs sung almost exclusively in Korean. The Corona crisis put the seven musicians and the entire industry in a row. Nevertheless, BTS 2020 sold around 1.75 million tickets with three online concerts, thereby underscoring their market power even in times of corona.

BTS: digital dominance

BTS are not just a musical phenomenon. In the current crisis, she and her label Big Hit Entertainment demonstrate how a digital strategy that has been carefully built up over years keeps a company flexible and binds fans even closer to the brand. Ironically, during the pandemic, BTS was the first Korean band to ever conquer the top of the US charts. After the single “Dynamite”, this succeeded again shortly afterwards with the remix of Jason Derulo’s “Savage Love”.

All of which helped make the IPO in October the largest in South Korea in three years. Even before the IPO, the influence of BTS on the country’s economy was often compared to that of Samsung and Hyundai. It is true that Big Hit’s sales are negligible compared to these corporations. But hardly anyone is likely to travel to South Korea because of Hyundai or take a Korean course because of Samsung. BTS have exactly this effect on the image of their home country.

More than a K-pop phenomenon

The band also represents South Korea on the world stage, for example when addressing the General Assembly of the United Nations as a partner in a UNICEF campaign.

The success of BTS is the subject of lectures at Harvard Business School, and Big Hit has just been named Innovator of the Year by Wall Street Journal Magazine in the music field.

On November 20th, the new BTS album “BE” will be released with the first single “Life Goes On”. A good time to ask: what exactly is the secret of BTS ‘success?

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