Just the only thing i wud want to correct is abt the “teenage girls”. According to statistic bts has most fans in the age group 20-30yrs old. Then in teens, then 30-40 and then more older ppl. Our fandom is very diverse and has more men as fans than other kpop fandoms. I am 23 yrs old and a med shool student from India. Thankyou for the explanation abt bts and their sincerity💜😘
Very interesting lecture but there was a enormous flaw at the end. Never assume you know the target audience of a product especially if you can have access (Google) to actual statistics regarding the demographic. Professor Choi assumed that BTS' fandom has to be teenage girls but that shows exactly the old way of thinking. KPop groups were made with the idea to maximize potential profit by minimizing the effort in a given target audience. Their music was made for the teenage demographic bc they advertised them in shows that had mostly young viewers, in magazines that had mostly young readers and so on and so forth. By specifying the content of the product they could use existing classic media to maximize their reach. BTS often didn't even use these platforms (like entertainment shows) because the whole brand was build on social media. Twitter, TH-cam etc are not one trick ponies like for example a Korean music show like MusicBank. It gets used by people from all around the world, all ages, all gender identities, all religions. You will find anyone except technophobes on these platforms so unlike with previous - and those that are still stuck in the non digital era - groups they no longer had to make a product for a specific target audience, they could make the product they wanted and the consumers rallied around it. *Let me put this into an example:* *I wouldn't call myself the target audience for boygroups even less so Korean boygroups. I'm a 37 year old German business woman who doesn't even like Pop music and I didn't even like them when they came around in the West when I was a teenager. Never in my life I would have thought that I would be supporting some young Korean men for over half a decade now that make Pop music. So how did this happen? I love music and I have a very rebelious and curious attitude to life, I don't like sticking to the status quo. So since I love music from time to time I went down the rabbit hole on TH-cam and checked out what I could find of new and interesting artists. On an average evening in 2014 this lead me to find a BTS music video per complete coincident. Now since Korean is not one of the languages I speak of course I couldn't understand what they were singing about but what I saw piqued my interest. I've been working in foreign trade for way over a decade now and half of that was in music distribution for the European market. I know when I see a star in the making and for some reason these 7 Korean boys, while still rough around the edges, had the potential to be global superstars to me. And since I'm a business woman I had to investigate further into the product I had there. As it turned out those Koreans not only had the aura of stars but the content not only spoke to me but I knew it would also resonate with many more people.* You don't need to be a Korean teenage girl or even a teenager or girl at all to resonate with their messages. Teenagers aren't the only people that struggle with society's expectations of them to a point that they have to step back and reevalutate their live and ask themselves for whom they exactly live their lives. Try being a woman in her 30s that has no intention of getting married and have kids but instead chooses to focus on her job. The whole world tries to tell you what your dream has to be and how you should live your life to be accepted and loved. The whole world expect of you to fit in a mold and fake interests and life goals just to be socially acceptable. You often feel like that 52Hertz whale that feels all alone in a see of other humans. Again I'm not the target audience for a Korean boygroup but that is because the stereotypes of a boygroup. BTS is a boygroup but being a boygroup doesn't mean that your content can't be more than what the status quo dictates. *If you try to press BTS into the mold of previous products by stereotyping their target audience/customers you miss out on half the puzzle. Not only did they utilize the changing of homo sapiens into phono sapiens, our change from an analog to a digital species, they also broke the stereotype of what a product has to be to reach the biggest possible amount of consumers. They changed the idea of "boygroup" from taking a specific target audience and tailor your product to it, to having a product and use the global network to find your customers. They don't only use modern media they are the modern digital age. Product and knowledge is no longer restricted to factors like location and age and so is their format of artist no longer restricted to the same factors. BTS didn't become a influencial gigantic group/brand because they were able to utilize digital platforms, they got big because they have a selling product without age or gender restriction and the know-how to utilize the modern unrestricted global market via social media. They wouldn't have reached these heights if the lacked either. They were smart in embrassing the digital age but without a widely appealing product they would just be another speck of dust in this vast universe of modern communication.* Also I need to correct Scruti's comment about the demographic of ARMY. Every statistic I have ever seen painted the same picture: 10% 0-20, 35% 20-30, 30% 30-40, 20% 40-50, 5% 50+ in age. The amount of people interested in BTS with an age over 50 is closest to the amount of people interested in BTS with the classic target audience age for Korean Pop boygroups.
I am 27years old and i listen to kpop since 2010. Never stan a group. I become ARMY ever since i did research about BTS in 2016 then turn ARMY in 2017 because i was so curious why BTS the one that got so popular compared to many kpop groups i did research because i want to understand the hype. Especially them as non big3 artists are really impressive to me. I mean after listening to kpop more than 5years, obviously you gonna get tired with typical manufactured kpop groups, recycled songs, etc. Visuals are no longer something that impress people like me to stan them. I mean most kpop groups are good looking tho. At this point, i believe only ARMY understand why BTS so popular.
Your statements are correct. I also felt he missed the enormous contribution of BTS to Korea. It would be wonderful if the speaker saw your comment. 👍💜
What an amazing lecture.I learned alot. One thing I'd also like to point out for future references is that BTS fandom is the most diverse fandom in the world consisted of people from all races, genders, ages and different backgrounds. You might not see that in South Korean BTS concerts due to cultural limitations but look up any BTS concert fancam outside South Korea and Japan on youtube and you will see the diversity of the audience. For an example, I am a 28 year old male from Greece. Again, thank you very much.
Army is a very diverse fandom, we have fans form all age...it's not restricted to teenagers only! Other than this I love the whole thing, you described everything so accurately💜💜
For some reason... this reminds me how happy I am that K-dramas are airing on Netflix now. I want a way to enjoy other countries' media without doing it illegally. Digital and online is the future now
Yes and now Hulu. It's wonderful. The west have missed out on so much😰 I actually feel sorry for non-interested persons in regard to all the wonderful Asian entertainment.
This was good but why did he not elude to the fact that their marketing strategy (of sorts) created a large part in the South Korean economy? I waited for that tie-in and didn't get it, must've missed it??
4차산업에 대해 잘 배웠습니다. 감사합니다. BTS를 사랑한다 하시지만, 사랑하신 분 치고는 관심이 없는 교수님이네요. 이 강의말고 다른 강의에선 BTS가 제목 간판으로 나와있길래 들었으나, 4차산업 강의만하고 맨 끝에 1분도 안되게 BTS에 대한 정보나 이해도 낮게 언급만하고 끝인사 하심. BTS는 낚시?;;; 예를 BTS를 드는건 상관없지만 BTS가 주제인것 처럼 제목을 착각하게 하실필요는 없지않을까요? 그래도 이번 강의는 BTS를 조금 더 알아보고 강의를 하신것 같습니다.
![[토크콘서트 화통] 해외 스타들보다 BTS한테 열광하는 이유 I 4차 산업혁명, 시작된 미래 I 성균관대 교수 최재붕](http://i.ytimg.com/vi/6K55QImrOVs/mqdefault.jpg)
![ILLSLICK - THE KING'S LANDING [Freestyle]](http://i.ytimg.com/vi/feIJJnNkTfk/mqdefault.jpg)
Just the only thing i wud want to correct is abt the “teenage girls”. According to statistic bts has most fans in the age group 20-30yrs old. Then in teens, then 30-40 and then more older ppl. Our fandom is very diverse and has more men as fans than other kpop fandoms. I am 23 yrs old and a med shool student from India. Thankyou for the explanation abt bts and their sincerity💜😘
Nooooo ..... BTS fans not only teenager but....i'm 56th old mom and m ARMY and LOOOOVE BTS soooo much. And i always be 💜💜💜💜💜💜💜
Very interesting lecture but there was a enormous flaw at the end. Never assume you know the target audience of a product especially if you can have access (Google) to actual statistics regarding the demographic. Professor Choi assumed that BTS' fandom has to be teenage girls but that shows exactly the old way of thinking. KPop groups were made with the idea to maximize potential profit by minimizing the effort in a given target audience. Their music was made for the teenage demographic bc they advertised them in shows that had mostly young viewers, in magazines that had mostly young readers and so on and so forth. By specifying the content of the product they could use existing classic media to maximize their reach. BTS often didn't even use these platforms (like entertainment shows) because the whole brand was build on social media. Twitter, TH-cam etc are not one trick ponies like for example a Korean music show like MusicBank. It gets used by people from all around the world, all ages, all gender identities, all religions. You will find anyone except technophobes on these platforms so unlike with previous - and those that are still stuck in the non digital era - groups they no longer had to make a product for a specific target audience, they could make the product they wanted and the consumers rallied around it.
*Let me put this into an example:*
*I wouldn't call myself the target audience for boygroups even less so Korean boygroups. I'm a 37 year old German business woman who doesn't even like Pop music and I didn't even like them when they came around in the West when I was a teenager. Never in my life I would have thought that I would be supporting some young Korean men for over half a decade now that make Pop music. So how did this happen? I love music and I have a very rebelious and curious attitude to life, I don't like sticking to the status quo. So since I love music from time to time I went down the rabbit hole on TH-cam and checked out what I could find of new and interesting artists. On an average evening in 2014 this lead me to find a BTS music video per complete coincident. Now since Korean is not one of the languages I speak of course I couldn't understand what they were singing about but what I saw piqued my interest. I've been working in foreign trade for way over a decade now and half of that was in music distribution for the European market. I know when I see a star in the making and for some reason these 7 Korean boys, while still rough around the edges, had the potential to be global superstars to me. And since I'm a business woman I had to investigate further into the product I had there. As it turned out those Koreans not only had the aura of stars but the content not only spoke to me but I knew it would also resonate with many more people.*
You don't need to be a Korean teenage girl or even a teenager or girl at all to resonate with their messages. Teenagers aren't the only people that struggle with society's expectations of them to a point that they have to step back and reevalutate their live and ask themselves for whom they exactly live their lives. Try being a woman in her 30s that has no intention of getting married and have kids but instead chooses to focus on her job. The whole world tries to tell you what your dream has to be and how you should live your life to be accepted and loved. The whole world expect of you to fit in a mold and fake interests and life goals just to be socially acceptable. You often feel like that 52Hertz whale that feels all alone in a see of other humans. Again I'm not the target audience for a Korean boygroup but that is because the stereotypes of a boygroup. BTS is a boygroup but being a boygroup doesn't mean that your content can't be more than what the status quo dictates.
*If you try to press BTS into the mold of previous products by stereotyping their target audience/customers you miss out on half the puzzle. Not only did they utilize the changing of homo sapiens into phono sapiens, our change from an analog to a digital species, they also broke the stereotype of what a product has to be to reach the biggest possible amount of consumers. They changed the idea of "boygroup" from taking a specific target audience and tailor your product to it, to having a product and use the global network to find your customers. They don't only use modern media they are the modern digital age. Product and knowledge is no longer restricted to factors like location and age and so is their format of artist no longer restricted to the same factors. BTS didn't become a influencial gigantic group/brand because they were able to utilize digital platforms, they got big because they have a selling product without age or gender restriction and the know-how to utilize the modern unrestricted global market via social media. They wouldn't have reached these heights if the lacked either. They were smart in embrassing the digital age but without a widely appealing product they would just be another speck of dust in this vast universe of modern communication.*
Also I need to correct Scruti's comment about the demographic of ARMY. Every statistic I have ever seen painted the same picture: 10% 0-20, 35% 20-30, 30% 30-40, 20% 40-50, 5% 50+ in age. The amount of people interested in BTS with an age over 50 is closest to the amount of people interested in BTS with the classic target audience age for Korean Pop boygroups.
Very well written 💜
I am 27years old and i listen to kpop since 2010. Never stan a group. I become ARMY ever since i did research about BTS in 2016 then turn ARMY in 2017 because i was so curious why BTS the one that got so popular compared to many kpop groups i did research because i want to understand the hype. Especially them as non big3 artists are really impressive to me. I mean after listening to kpop more than 5years, obviously you gonna get tired with typical manufactured kpop groups, recycled songs, etc. Visuals are no longer something that impress people like me to stan them. I mean most kpop groups are good looking tho. At this point, i believe only ARMY understand why BTS so popular.
Thankyou
Your statements are correct. I also felt he missed the enormous contribution of BTS to Korea. It would be wonderful if the speaker saw your comment. 👍💜
@@snisa92 Exactly 💯 👏
What an amazing lecture.I learned alot. One thing I'd also like to point out for future references is that BTS fandom is the most diverse fandom in the world consisted of people from all races, genders, ages and different backgrounds. You might not see that in South Korean BTS concerts due to cultural limitations but look up any BTS concert fancam outside South Korea and Japan on youtube and you will see the diversity of the audience. For an example, I am a 28 year old male from Greece. Again, thank you very much.
Army is a very diverse fandom, we have fans form all age...it's not restricted to teenagers only! Other than this I love the whole thing, you described everything so accurately💜💜
For some reason... this reminds me how happy I am that K-dramas are airing on Netflix now. I want a way to enjoy other countries' media without doing it illegally. Digital and online is the future now
Yes and now Hulu. It's wonderful. The west have missed out on so much😰 I actually feel sorry for non-interested persons in regard to all the wonderful Asian entertainment.
And why I am crying here😭? I'm not even the teneager , I'm 39 but thank you I feel so young. 🤗
I learned a lot from this talk. I also remembered the boys..Honestly, you made me tear up in the end. Thank you for this wonderful talk.
식견 높으신 분들 강의를 들으니깐 생각이 다양해져서 행복합니다
감사합니다
12:40 bts
Did he say teenage?my 50 yrs old Army mom asked
Lol 🤣
"머릿속 표준을 바꿔라"
와우~
바로 혁명이네요
배울점도 있었고 방탄과 아미의 관계에 대해서 이해하는데 조금은 도움이 되었어요. 그리고 아미가 아니라는건 알겠어요 ㅎㅎ
💜💜💜💜
강의 좋네요
Thanks so much for sharing this, super interesting content!
유익한 방송 잘 봤습니다
감사합니다.
This was good but why did he not elude to the fact that their marketing strategy (of sorts) created a large part in the South Korean economy? I waited for that tie-in and didn't get it, must've missed it??
thank u much
4:18. 12:43. 13:11. 13:38
14:39
4차산업에 대해 잘 배웠습니다. 감사합니다.
BTS를 사랑한다 하시지만,
사랑하신 분 치고는 관심이 없는 교수님이네요.
이 강의말고 다른 강의에선 BTS가 제목 간판으로 나와있길래 들었으나, 4차산업 강의만하고 맨 끝에 1분도 안되게 BTS에 대한 정보나 이해도 낮게 언급만하고 끝인사 하심. BTS는 낚시?;;;
예를 BTS를 드는건 상관없지만 BTS가 주제인것 처럼 제목을 착각하게 하실필요는 없지않을까요?
그래도 이번 강의는 BTS를 조금 더 알아보고 강의를 하신것 같습니다.
16:36