Focus on BTS Fan Club 'ARMY'
Big Hit's Excessive Dependence on BTS Raises Concerns
[Asia Economy Reporter Kwon Jae-hee] The influential American daily The New York Times (NYT) analyzed that the secret behind the blockbuster subscription of Big Hit Entertainment's initial public offering (IPO), the agency of BTS, was their loyal fanbase called 'Army'.
On the 14th (local time), NYT reported in an article titled "BTS's Loyal Fan Army is the Secret Weapon Behind the $4 Billion IPO" that "Without their efforts and the extensive network of dedicated fans, Big Hit would not have become a multi-billion dollar company."
NYT further stated about the investors flocking to Big Hit's IPO, "It cannot be said that they simply put money into Big Hit or BTS," but rather "They invested in a vast and highly connected ecosystem of fans who have a life-changing deep attachment to BTS and their message."
BTS's fan club Army differs from traditional fan bases in that they analyze BTS's album sales, YouTube views, and music streaming counts to help propel their songs and albums to the top of global music charts.
Nicole Santero, a doctoral candidate at the University of Nevada who has professionally studied 'Army,' analyzed that compared to existing fans, "BTS's fan base is much more strategic and intelligent," and "They especially utilize platforms like social media effectively to achieve their goals."
This unique fandom is interpreted as a result of Big Hit's innovative approach.
Big Hit is evaluated as aiming for "music and artists for healing," providing fans with videos showing the daily lives of BTS members to form an unprecedented level of intimacy with fans.
This clearly distinguishes them from other K-pop agencies dominated by patriarchal culture and a 'top-down' method of scouting trainees.
Fans also applaud CEO Bang Si-hyuk for treating members equally, such as distributing approximately 478,000 shares each to the members.
However, NYT pointed out that Big Hit's biggest concern is its excessive dependence on BTS.
Big Hit is striving to diversify its business by introducing five additional groups besides BTS and releasing various cultural contents like the 'BTS Universe,' but BTS accounts for nearly 88% of the company's revenue in the first half of this year.
It is uncertain whether the 'Army' will switch their support to Big Hit's other groups.
Huckworth told NYT, "There is only one BTS and one 'Army'."
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