The Marketing Tactics of BTS
ฝัง
- เผยแพร่เมื่อ 5 ก.ค. 2024
- My final creative thesis for Barrett, The Honors College at Arizona State University. Big thanks to my director Xiaodan Dong and committee member Monika Lisjak for guiding me along this process and being so supportive throughout my research endeavors. They were huge proponents for this project since day one and I couldn't have asked for a better committee!
0:00 - Introduction
0:53 - History of K-Pop
1:46 - What is an Idol?
3:21 - Who are BTS?
6:05 - Market Segmentation
8:51 - Product
11:16 - Promotion
15:54 - Price
23:08 - Place
23:58 - Processes
24:56 - Physical Evidence
26:38 - People
29:56 - Parasocial and Psychological Factors
35:52 - Recommendations
37:37 - Final Words
References
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Wow, so the BTS meal it was just a chicken nugget meal with two different sauces. so just adding their name to it significantly boosted their sales
I have never looked at the business side of BTS that thoroughly, so thank you for this! You did such a good job not only researching but also editing in a way that was both entertaining and also supported your statements.
And I got teary-eyed when I got to the outro :(💜
"BTS don't even know they can be this huge as of today". big hit believe they will be successful but for BTS member, they are young so they feel the insecurities too. and in aspect of parasocial and pyschological factor type of marketing, to see someone bring up the topic, i can see its depending on weather to view it as negative or positive. For me, i am glad to know BTS during my struggles time to battle with inner problem. its just, since they are battling with the same thing too throughout their career, and they connect it through music or you can say "the art of story telling" through lyric, and people are actually listening to their music is what impressed me more lol. because They were heavily criticize on their lyric and music during their debut.
Great breakdown! I think this is generally the standard kpop formula, BTS just managed to capitalize the most off of it.
BTS were one of the first k-pop acts to leverage the power of social media as when they debuted it was at its peak. 2016 to be exact was the dawn of this technology and BTS's marketing team did the their reaearch right about ita demographic and hit the jackpot by embracing technology and the growing concern of millenials and gen z's thus BTS achieved this global status.
Also want to add along with mental health and personal struggle, it is also their political, social commentary, cultural refereces, linguistic choices, metaphors, influences from Psychology, mythology, history that make them a very interesting act and allow people to further their undrstanding of the group, the world and their own selves.
I am so proud of you! This is a reflection of your hard work, positive attitude and never giving up. I love you! ❤️
Thanks mamacita❤️❤️ love you!
Parasocial relationship...good point
Wow Serena, that was incredible! Kudos to you, all your hard work shows and it has payed off! Great job!
I’ve been looking for content like this! This is good.
Really great summary and analysis of Kpop marketing. Fantastic job! 👍🏼👍🏼
I've been following you for a while i can tell you with all my heart that this is your best video, you have been doing your research girl this is so wonderful. Congrats 💖🙌.
That means so much to me🥺❤️ thank you thank you!
36:00 ok small note on the recommendations as an Army:
Um I personally don't feel like they necessarily need to use newer technologies or strategies but I also understand that it helps them stay more relevant in the global market. But some of them are more humanist, and minimalistic people and like natural things. This is another progression that I've noticed in their current music is that a lot of them want to be more natural and show various sides of themselves to their fans which we definitely appreciate. In a world that is constantly changing and adopting new technology, I think them striving to be the same is also a sign of great artistic ability. Managing to stay relevent in a constantly changing playing field is tough but I think if they remain authentic and that authenticity is well communicated and reciprocated, they should be ok.
Use of VR/AR is fine and something they may employ in their next tours/concerts. But I don't think it will ever replace live performances as they have said many times again and again that they love performing and want to meet their fans from all around the world. Plus I think about the whole age/nostalgia thing, we as a society should be more open to older performers and artists, and quit our ageist beliefs. To me, BTS are lengends and I hope their legacy, message and authenticity will reach the upcoming generations. Because what they say are universal and timeless. As long as people are still humans and we feel emotions, there will be a teenager 20 years from now, who experiences depression, anxiety, loss, confusion, disorientation, etc and I think BTS' message can and will relate even then. So I hope they focus on their humanism even in their 40s or 50s because as long as it's relevant and relateble, people will listen. Ofc we don't know the future but if the world really will be full of AI and robots, artists like them will matter more than ever. Artists that help people be people, artists that can speak truth and wisdome, and guide a generation that may be more isolated and technically dependent than ever before. Sorry for my rant, but I hope this makes sense. From a business pov, yes they will definitely need to find a way to reach more audiences and increase their brand power and profit, but at the same time, maintain their artisic integrity and humanity which they always have. Whether that means incorporating more tech or being creative with their exisitng IP (or both) I think they have a very bright future and I hope the ARMYs who truly understand them and love them will stay by their side for a long time. APOBANPO!
A bright future is really questionable why? Because BTS has by far one of if not THE most toxic fandom to have ever walked this planet. Their "bright future" is gonna depend on just how shall I put this kindly how well their fandom as a whole can conduct themselves in the future and yes the whole fandom has been black listed because you all act like lunatics all of you. I personally do not believe there are non toxic "army's" believe me try and and even push a little constructive criticism towards BTS and the so called normal non toxic fans suddenly turn into toxic fans so yes it's all of you people.
14:40 I need to sleep cause it’s late here but awesome video so far wow! This better turn viral ‼️
11:10 this! yes, thank you! I think this is what also primarily separates them from other pop acts the world over. They are genuine people with genuine feelings and want to express that in an honest way. Ofc I'm not saying they are 100% honest and they tell their fans EVERYTHING but they do make it a point to be connected with their fans, both within and outside of their music. They always try to have some kind of message./story and concept that can relate to any human being, reagrdless of their age, backgroungd, nationality, gender, etc. I think this is what attracts people too and allows them to be larger fans and stronger fans because through their work, people feel comforted, healed and empowered. Bts then becomes this sort of 'happy place' for many and naturally become something people want to protect, defend and even fight for. It's what can make people very passionate about them and make other people also realise this. Stan culture is complex and owes a large part to internet culture and a lot of behaviours/attitudes within ARMY are not exclusive to us alone.
That's what I want. Thank you so much 💓 💗
Wonderful analysis. Thank you for the resource.
Why so underrated!
Awesome video
I loved your asmr vids so I checked if you’d uploaded any new ones and saw this!!!! I ADORE BTS!! I was flabbergasted 🤣 could u do an asmr video talking about something bts related maybe?
I was listening to bts study playlists to study for my PR exam and I ended up here
Fantastic video ! It was very insightful on many technical aspects that I am not familiar with. With your suggestion of tapping into the AR concert and technology, while it sounds great on paper, I don't think fit the brand of BTS. BTS themselves even when presented to awards always emphasis that they are ordinary boys who want to work harder in order to give back to what ARMY gave them. While yes it would be more convenient for the consumer, not having BTS there takes away the warmth and spontaneous humor and mix that often become more popular moments on social media than actual performances. I think its a push to want to be able to be there in the present moment and being themselves, flesh and all, is what draws a lot of people to their authenticity. I do completely agree with TikTok though. Not saying your wrong at all but just wanted to add my two cents as a BTS fan who has been to an in-person concert. Great video btw !!!!
truee fans are paying for the experience to see their faves in person which a rare chance for int fans - there's already so much video content what's the point of ar dupes??
SHINee❤️❤️❤️❤️❤️💎💎💎💎💎
I don't really think kpop is unique as far as music or dance compared to rnb genre or American music which basically is dominated by the influence of r and b and rap. I don't think the structure of the companies in kpop is unique either because I read they were modeled after Motown. But the visuals, concept and production is definitely unique and that is what makes kpop special and beautiful to me. Every time I watch a kpop video it is so exciting!
Amazing video. You did a great job on this.
The first New Artists Award was in MAMA, right? I saw a special film-decography of BTS at MAMA. It was MAMA who gave BTS a big shot in an award show Block B v. BTS in 2014 where they got the NAA at MAMA.
But, can students afford the BTS concerts and physical albums?
13:30 I would say, that along with performance it is also personality. They have this adorable, relatable, humourous puppy-like personalitites that they especially leveraged when they 1st broke into the western market in 2017 and were appearing for more radio interviews and other promotions in the US. They were especially more goofy in the rookie and first couple years of their career and were even called "beagle-idols (a popular term at the time for kpop boygroups to behave like beagle dogs and be very playful). This saw good reaction from the public and fans would often make derivative content on youtube and other social media platforms (which have MILLIONS of views today) and often acted as further marketing mechanisms for them. I think one thing many poeple ignore and forget is that ARMY is as pivotal and invested in their success as much as ,if not more than, their company. Fans themselves apply many promotional tactics across various social media platforms, launch their own campaigns, put up billboards, spam edits to make more people pay attention to upcoming music or just to maintain their general popularity both among fans and for the gp. A large portion of these so called meme videos and compilations feature funny clips from their interviews, variety shows, live streams and other content.
Their peromance and art also of-course speak loudly and have helped them grow as artists in a western-dominated market.
I had to double check the channel name.
34:24 not just sk but even on other cultures and countries. Actually where you are from doesn't matter. This generation is increasingly more isolated from people than previous generations. Toxic online culture and unrealistic standards put a lot of pressure on youth. These are the very things bts aims to address and speak openly about - to preserve and protect the values of the youth. That is why they are called "Bangtan sonyeondan" which is bulletproof boy scouts. This meaning has definitely evolved over time and can encompass many different meanings but ultimately they remind the world and themselves that they are human and that it's ok to feel bad, or stressed or angry. They provide this comfort and give strength and hope to many who don't necesarily have strong enough support systems in life. Growing up is tough, painful and confusing for many especially in their teens or twenties. But the thing is that their appeal goes beyond youth, there are many older people in their 50s, 60s or 70s who are avid fans too. Their messages speaks to all. They may be very polished, always smiling, well dressed, have perfect skin, hair, have amazing talents, and fame but there is no doubt that they worked hard at all these to get where they are, all the while showing darker, raw and more real sides of them which make them feel more genuine than the average celebrity. Their close relationship with each other and team work are also huge hall marks of both their success and marketing strategy.
K-pop and other Asian entertainment idols are known to be promoted as this sort of "boyfriend/girlfriend" figure - an ideal type of person that is beautiful , kind and very easy to fall in love with and become obbsessed with. This is obviously not always a very good thing and the obsession and parasocial relationshi[ can become harmful to both idol and fan. Most entrtainment industries capitalise on teenage innocence, fantasy and create that environment where it is easy for young girls and boys get easily addicited to these pop groups. Even the idols themselves are sort of trianed to look at their fans as gf/bf and are encouraged to flirt with them. In additon to this, kpop groups also sell the idea of frienship and having an ideal friend group like themselves - a safe space where they can have fun. Most fans want to be a part of that friend group and be "besties" with their favourite idols. In a way, it's this cultivation of relational bonds that set the foundation between idol and fan and why there is such high fan following and why fans go to extreme lenghts to show their affections and make their faves reach high positions on charts or win more awards, or streams, and thereby invest more as a consumer.
This is across all kpop acts but I think where bts stands out is firstly, their relationship is genuine and not forced. Like mentioned, they are quite transparent with their relationship and have mentioned many times that they did not all get along initially and would fight a lot. They took time to understand each other and work out their problems and streghten their team work, creating an unbreakable bond and lot of love that they very visibly share and communicae. Again, we don't know everything about them but this is fairly obvious to even casual viewers. So all these factors mentioned combine together to create this great force in the name of bts. It's their honesty, realness, courage, comfort, love, talents, skills, hard work, dedicated fanbase, and intelligent company, creative business and brand strategy that have all come together to achieve a common goal. I think that's the simplest way to put it.
at the end of the day, people will still listening to music and go to concert and so on even thou some thinks it a waste of money to invest in something we don't benefit at all as a fan. and why? because we need entertainment in life. and BTS manage to trick you into knowing them through whatever reason, the choice is still in your hands thou either to stand with them or not. become a fan or not.
У bts тоже есть promotion. Это нормально.
Однлвременно иожено хотеть донести смысл и использовать маркетиншг
Удовольствие - вото, что некоторве прелседуют
Можно одновременно и хотеть доносить свои сиыслы и использовать маруетинг
in the end a lot of it is fake. so much of kpop is manufactured, inc assigned personalities of idols. bts marketing is no different than any other group; previous agencies perfected the model and bts copied it: the parasocial relationships, variety show appearance, combining dance with music, merch and album packaging, etc. the only thing that differentiates bts is their political lyrics which no other group does. they're also a few of groups who have creative input and control. other than that all other kpop groups are as equally addicting and as much of a whole experience.
Also for the fact their love for their fans bro no one would survived music industry if they don't have a committed fanbase supporting all their personalities are real they are humble but from their past issues they grown so much to become better another factor to fall for them
You have it backward. BTS created this model of marketing, and now other groups are copying them to try and achieve similar success. When BTS started out, the existing groups were all focused on being perfect all the time. BTS decided to be real and authentic instead, and that's what made the difference.
@@june29378 Hiding personal parts of your life is not the same thing as being fake, it's just bring private. You can still be honest in the parts that you share. The authentic part of BTS that they share with everyone is their professional struggles and their relationships with each other. The original poster implied that this was all fake and manufactured for marketing. I recognize that we see edited video of the guys, and they are aware they're on camera, but I don't think they are faking anything. Also, I'm 57 so you don't have to talk down to me like I'm 12. I'm aware I don't know the guys in real life.
Lol. what do u have against BTS . whenever i saw u , u are saying against BTS and spreading misinformation about them.
@@cstrouts there are elements bts pioneered and elemets they copied from past established acts. I'm not denying unique aspects of bts. A lot of armies have this veil on and act like everything bts does is originally their idea. For ex I enjoyed bts combining dance with music, from their MVs to stage performances and using cool and interesting choreo (often times dancing lyrical hiphop) yet this is not only something that existed before bts but it was directly copied from US music industry (think Usher and Chris Brown or earlier acts). when armies talk about bts they talk with ignorance. Just bc RM and Suga have _some_ creative control, doesn't mean that BTS is "authentic" while rest of kpop is "manufactured". Truth is BTS has elements of manufacturasation. Nothing I stated in my original coment was even that offensive and I was talking bout kpop as a whole. I've been introduced to kpop through kdramas (OST) no bts and I've been into kpop for a while. talking to new fans of bts gets tiring. so manny sound immature, nvm their ignorance and confidence to speak with ignorance. BTS is not seperate from kpop. BTS will always have more in common with kpop than American hiphop community, for exp. same regarding american pop - bts does not have things in common with them. People need to stop othering bts.
and P.S. kpop having elements of manufacturing doesn't take away from enjoyment of kpop. idk why fans get mad at this truth and aspect of the genre.
Wait you said the fan age demographic was 18-29 so how can they be retired? Did they start legally working at 3? There is clearly something not right here with those numbers.
BTS were from a small Company and they had no connections like the other K-pop group.. BTS had to do their own endeavour. They were not perfect from the beginning, they did Hard work and grew as an Artist. They were cut off from many opportunities becuz they were from a small Company with no connections BTS actually debuted as a Hip- Hop themed group. Since they were cut off from media they used Internet as a way of connecting to their Fans. They were always active in social Media and talked about their experiences unlike other K-pop groups.. There are many shows for k-pop groups to get a little fame and connect with the fans by means of Entertainment purpose. But BTS were Mistreated on some of these shows by their seniors. So that's why Big Hit decided to start Run BTS 💜. BTS's own show on V Live which was a hit 🎯. And in 2017 BTS got Top Social Artist Award since they were always active on social media. Other K-pop Companies didn't think of think until BTS won an Top Social Artist.( Since then k-pop groups started creating their own Yt channel) That kinda plays a Role in BTS success in Western market. Also BTS live performances speaks for itself!! They are as hardworking as they were during debut days!!🛐🛐🛐👑👑👑👑👑👑👑💜💜. I love BTS so much!! They teach us so much. Also their message of Self acceptance and Self Love really Heals ARMY 💜
Super great work!!! Thanks for share it!!!!!!!!!!!!!!!!!!
Is this you
Создай тауое анешнее, чтобы ему сооствествовало внутренее
Scooter Braun is the F’ing devil! He’s already destroying BTS’ integrity with pay for play - something they’ve ALWAYS spoken out against! So disappointing! PD has become too greedy! I’ve lost respect for him!
No the devil is a completely different entity consult your nearest bible for more on him. Now, the real question you as a fan should be asking is was it a good idea for HYBE to have bought a failing company because let's face it the only reason it was sold was because the owner didn't think he could make their artist revenue turn around for the better in say the next 5-7 years. So, to me that doesn't bode well for the future of BTS as a whole. I would focus less on Braun and more on that because Hybe did a stupid financial move of epic proportions there.
@@WickedintheStarlight Braun is in BSH’ ear 24/7! He’s a grifter…a swindler…he started as one in a small scale and now he’s a swindler, cheat, and all around shady man in the music industry and everyone knows it’s it. He’s known to be vindictive, narcissistic and has been accused of, many times, destroying careers…and/or trying to very hard to. Bieber really has no idea how much his discography was worth but 🛵 sold it for only 200 million dollars; he’s blindly trusted 🛵 to manage his business affairs and has been quieted every time he’s started asking questions. There are other artists who have a lot to say about just who that man is. In the music industry he IS the devil. When you do business with him, it usually ends up only benefitting HIM. He’s a nasty piece of work…ruthless when he wants his way and somebody is in the way of him getting it. The WORST thing BSH ever did was ‘get into bed’ with him (so to speak) and it’s the worst thing for BTS and KPop in general.
@@WickedintheStarlight By the way, you can cut the bull$hit condescension! People like you who try to demean other people’s points of view usually know a hell of a lot less than they try to portray and generally a lot less intelligent than they think they are. It doesn’t make you smarter, just more ignorant and it sure as hell doesn’t intimidate me.
@@ArmantoAlex13 I think your just angry because I brought up a point of view about the buying of what clearly is a defect and failing company as a bad business decision on the part of Hybe because you never once even thought if that perspective if your so intelligent why didn't you? Who is the no intelligent one here?
@@WickedintheStarlight Actually yes I am well aware from the business perspective …I’m a corporate paralegal. But my focus of conversation was on Braun and how he’s BSH’s worst nightmare and he doesn’t seem to a) be aware of it or b) chooses to ignore it because he’s just THAT greedy.
It’s also well known by reported financials that since Braun got heavily involved in Hybe, stocks have gone down, concerningly…in the spring they were going up. No coincidence that started when he got his grubby little hooks into JK and since then they’ve spent millions on his promotions. The reality is those expenses exceed the money coming in.
Awesome video