6 minute read
Recipe for Success
RECIPE FOR SUCCESS RECIPE FOR SUCCESS
Written by: Rebeca | Edited by: Vera | Checked by: Clare | Designed by: Alex, Mheer & Kels
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Recently, there has been an increased interest in the understanding of how BTS reached the top in the music industry, especially from those in the Western part of the world, who might feel like it took them by surprise. BTS have been steadily growing for years,but now that their impact is impossible to dismiss, the attention has turned towards their company and marketing
out how it was made possible. However, trying to understand a group that is breaking all standards by measuring them up to the same old expectations produces poor results. While their innovative business and marketing strategies did play a role in breaking the industry barriers, focusing solely on those aspects neglects some of the most important reasons why they ’ re impossible to replicate.
In Search For The Recipe
It makes sense that, in the face of such a successful act, their competitors would want to do benchmarking on them. identify what makes them stand out, and later apply that to catch up or even surpass them. Others are interested in knowing if their success is sustainable in the long run, since investing in them could
many aspects have been the subject of study. For example, their label, Big Hit, was the theme of a Harvard Business School study earlier this year by Anita Elberse and Lizzy Woodham, and Variety Magazine published an article looking into their ability to change the music industry, just in time for Grammy Voting Season. While many ARMYs criticized it for, among other issues, not discussing BTS’ s artistry, the author, Rebecca Davis, explained on her Twitter account that the piece was written for an industry audience, which would be more interested in the
point, but such approaches won ’t provide an integral understanding of why BTS are so successful.
In most cases, when someone has unprecedented achievements, it is
characteristics that aren ’t easy to copy, and therefore make them stand out from the rest. When applying this to BTS, what could be the unique ingredient in their recipe that has been impossible to replicate so far?
talking about their marketing and social media strategies, the Korean government supporting Hallyu, as well as their abilities as performers; however, none of those are out of reach for
government support, or hone their skills, but those alone won ’t guarantee them great
the rest?
Not So Secret Ingredients
aspects of these articles is how little coverage BTS’ s music and artistry get. Given the opportunity, ARMYs will bring up the complexity and beauty of their lyrics, their experimentation with music genres, as well as their storylines and messages to
anyone willing to listen. It’ s been an uphill battle for their We learn from past experience, music to be taken seriously, analyze data, and continuously though thankfully, in recent improve in all aspects. times there have been a few occasions for the members to But even if we established that this speak about their creative fan culture plays an important part, process and music in more we would still be missing a key depth. Some examples are their point. Most artists have their own Grammy Museum interviews, dedicated fans, but the case of the and the breakdown of their BTS ARMY still stands out among albums in an interview for them. Why is ARMY so committed Pitchfork. Having their very own musical and artistic BTS have changed their fans' lives, identity, aided by the fact that their inspirational story, as well as their music is actually fun, their openness and focus on mental creative, and thought provoking, health. Right here we encounter a is one of the elements that keyword to understand why they makes BTS unique and loved. Nevertheless, there ’ s at least one more aspect that should be touches on an element that is rarely discussed, but is often overlooked. discussed outside of ARMY and what could truly be their Not long ago, an article from explored are vulnerable humans, rather than the impact of ARMY, along with just polished products, and they have a genuine human connection motivation, and the value we with their fandom. create for BTS and their label. BTS As Humans close to one of the missing ingredients. It is often said that any artist would be lucky to have force to be reckoned with, but all a fandom like this, laser-focused on helping them succeed and the appreciation of who these seven trying our best to understand people are, what they ’ ve brought the ins and outs of streaming, into our lives, and what we ’ ve radio, and charts. ARMY plays a the members have shown their because we do everything in our journey and their struggles to be power to help them achieve recognized as worthy artists, both acknowledged their growth as people, from teenagers to adults, but also unabashedly shown their playful and chaotic side as well. By being open about all of this, they ’ ve humanized themselves in the eyes of their fans, and that’ s where the connection on a human level stems from.
One of their main humanizing elements is their vulnerability. Time and time again, the BTS members have shared their raw selves with us; sometimes
Last” from the Agust D mixtape, where Min Yoongi opens up about his mental health struggles, or Kim
also penned letters, allowing us to see what’s on their mind at various points throughout their career, and spoken on VLive on multiple occasions about their worries, hopes,
their eyes out in joy, or sometimes sadness, and have also subtly acknowledged the negativity that has been thrown their way on the VCR
where words such as discrimination, prejudice, and
stoic, and by doing so, they teach ARMY that being open about your feelings is okay.
However, this artist–fan relationship isn ’t solely based on the sad times; BTS are also known for having a great sense of humor and being chaotic, in a good way of course. Whenever an ARMY might need a good laugh or a happiness booster,
are countless examples, from “Run BTS!,” where we see them
games; to other shows, like “In the SOOP,” where they had a chance to slow down in the
stars, but they still get excited about playing with RC boats, holding a small lamb, or witnessing a night sky full of
and full of energy; or soft, comforting, and full of love. One way or another, the BTS members radiate joy wherever they go.
BTS and ARMY have mutual respect and care for each other. Starting from the members, they love, respect, and build each other up, which makes
As for ARMY, we want BTS’ s hard work and artistry to be recognized and to repay all the healing and joy they brought into our lives; hence, why we do our best to support them. For their part, they always call our name, acknowledge us as people, and give us love and comfort.
makes the dream work” is such an important phrase for ARMY and BTS - we have shared this journey, and their happiness is our happiness as well.
The Recipe Canʼt Be Replicated
In the end, what makes BTS
that these seven individuals have
shown themselves as they are - their growth, vulnerabilities, joy - and have received love and r synergy is impossible to replicate, the same way that no human relationship can be the same as
search of the recipe for their success would do better in recognizing a fellow human in their fans, and should spend those
connections with them instead.
BTS once said on VLive: “We ’ll protect you and you ’ll protect us, whatever may happen in the
summarizes this relationship pretty well. We ’ re on each other ’ s side — come what may.
