Bigger and stronger 'that name' BTS

(sourcehp : http://news.heraldcorp.com/view.php?ud=20210601000547)

더 크고 강력해진 ‘그 이름’ BTS

 

 

5 new world records within 6 days of release of 'Butter'
"Superstars in their prime beyond 'K-pop sensation'"
Collaboration with global McDonald's... Proof of group status

 

 

It became a bigger and more powerful 'name'. The power of the group BTS, which already has records of 'first, best, and most' in Korean popular music history, has entered a different level than before. BTS, which once decorated the foreign press with a 'K-pop sensation', is establishing themselves as "pop stars and superstars in their prime".

 

The new song 'Butter', released on May 21st, is breaking various records. Five new world records within 6 days of release (Most viewed music videos on YouTube in 24 hours, Most views on video premieres, Most views on music video premieres, Most viewed music videos in 24 hours among K-pop groups, Spotify 24 hours My most streamed song).

 

BTS' record march is evidence of the group's powerful ripple effect. Jung Min-jae, a popular music critic, said, "'Dynamite' was the song that reached the apex of BTS's upward trend, and at the same time, it was a new starting point." It was the beginning of activities to reach the global public.”

 

'Butter', the second English song of BTS, released after 'Dynamite', is a full-fledged 'global move'. The interest of influential foreign media and radio for 'butter' is unusual. 'Butter' is currently aired on all 180 radio stations in the United States. BTS is the only foreign artist that has been broadcast by previous broadcasters as a new song. Critic Jung said, “Even if BTS does not promote the identity of K-pop, their presence is imprinted with their brand and music. ” he predicted.

 

The status of BTS and the power of culture appear in all fields. The group's name also comes and goes in the mouths of world political and business figures such as US President Joe Biden, French President Emmanuel Macron, and US Vice President Kamala Harris.

 

Global companies consistently send 'love calls' to BTS. A recent collaboration with McDonald's is an example. On the 27th of last month, when 'THE BTS Set' sold in 50 countries around the world was released, McDonald's was crowded. This is not the first time BTS has become the face of a global company. He has already been active as a 'global ambassador' for many foreign brands such as Puma. However, the collaboration with McDonald's is symbolic.

 

Critic Jeong said, “No one is selected for a model for a food and beverage brand that is closely related to real life.” “If anyone can see the face and name anywhere in the world, the recognition is strong enough to clearly show that the model and the brand are collaborating. They are selected only if they have This can also be seen in the case of global food and beverage companies in the past. In the case of Pepsi-Cola, only world-famous pop stars such as Michael Jackson, Madonna, Britney Spears, and Beyonce were hired as models.

 

At the center of raising the status of BTS to the world is the fandom 'ARMY', which is called 'the most powerful army on the planet'. K-pop has grown along with the fandom, but with the advent of BTS, the fandom has also evolved. According to IBK Investment & Securities, the size of the fandom economy is 7.9 trillion won. The consumer power of the fandom, which has become stronger, has established itself as the driving force behind K-pop, coining the term 'fandom business'.

 

ARMY's cohesiveness and action power are proven by being number one on Billboard's main single chart 'Hot 100' (Dynamite, Life Gos On) and on the album chart 'Billboard 200' several times. On the current Billboard chart, Olivia Rodrigo, a powerful newcomer in the American pop music scene, is strong, but the prospect that 'Butter' will debut at No. That's because there is an 'Ami'. With the interim counts coming out, the fandom of BTS is a favorable condition for #1 on the Hot 100, such as streaming and radio applications.