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The 'BTS effect' that broke the noses of the US and

UK with K-pop
Enter 2023.06.16. 2:09 p.m.

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BTS, which changed the rules of the game, the history of K - pop itself The
'good influence' is more meaningful than the Billboard No.

unfolds with Among the numerous people enjoying the festival, it is not difficult
to find not only Koreans but also foreigners from all over the world. It is none
other than the scenery of 'Festa' commemorating the 10th anniversary of BTS'
debut. For those who are not interested in music, they may be just famous
celebrities, but for K-pop fans and the BTS fandom, 'Army', their debut can be
remembered as one of the most important moments in K-pop history, and even
popular music history.
 ⓒBig Hit Music Hive

Celebrating the 10th anniversary of their debut, 'Festa' will be held all over
Seoul.

In fact, even if there is no forced meaning, few people will dispute that BTS' 10
years are more important than their careers. Much of what is considered the
success of K-pop was actually achieved through them, and as a result, the
status and scope of K-pop has also improved. However, a lot of what BTS has
achieved is still not properly known or is waiting for proper evaluation.

Many people try to find BTS' success in 'records' such as No. 1 on the Billboard.
Furthermore, it is evaluated in terms of economic effects ranging from hundreds
of millions to trillions. Of course, I don't want to refute that this is a brilliant
achievement. From the standpoint of Korea, which has always felt inferior to the
United States and Britain, the home of popular music, as well as Japan, which
established a modern pop music industry much earlier than us, what are
tangible achievements such as BTS' No. 1 on the Billboard charts and awards
at various music awards ceremonies? It is undoubtedly a more exciting and
enjoyable achievement.
Korean singers achieve great success in the US market and show off their
superpowers by selling out large stadiums that even the top stars in the US
can't fill, while white, black, and Latino music fans who thought they had nothing
to do with K-pop were attracted to Korean singer BTS. Watching their
enthusiastic appearance, I was able to alleviate a little bit of the long-standing
inferiority complex I had to harbor towards advanced countries in music. Those
who equate individual success with national success cannot ignore the sense of
pride and achievement that all their successes, including economic effects, give
us. I am no exception.But if we really need to feel that way, how about looking
for meaning on a slightly larger scale? For instance, it is like this. It is not an
exaggeration to say that since modern popular music began in the United
States, the 'idols' of popular music have always been the exclusive possession
of English-speaking pop stars, and in fact, white people. Even these days, when
black music and Latin music dominate pop trends, most of the beings called
'icons' are mostly English-speaking white people.

However, for the first time in the short history of pop music, a non-Western pop
icon who spoke a language other than English appeared. What was
unimaginable just 10 years ago has become a reality. Like the invasion of
America by the 'British' artists, the Beatles, or the appearance of Michael
Jackson, the 'black' pop star, the emergence of non-English and non-English
'Asian' pop stars means that a new era has now begun. It is also worth noting
that this trend was infiltrated and occupied by a completely outside force called
K-pop, not the system of English-speaking pop music.
 BTS 《BEYOND THE STORY》 cover, BTS 《Discography》ⓒBig Hit Music Hive

Universality of BTS music and messages

After BTS' rise to the top, the world's popular music market is undergoing
drastic changes. South Korea is now leading the leadership of the 'idol' market,
which has been virtually monopolized by the United States and the United
Kingdom, and it is no longer awkward to think of Asians as teenagers' 'idol'
images or faces. This is the 'BTS effect' that is more important than numbers
and records.

BTS is already changing the game. Since they became the world's most
popular group, mainstream pop music is changing into an atmosphere that
acknowledges K-pop's 'territory'. While the US market is putting special effort
into new K-pop groups to find another BTS, they are also studying the formula
 p pg p y y g
for success and the K-pop system to create a group like BTS themselves. It will
appear little by little starting this year, but joint audition programs planned by the
United States and provided production know-how by Korea are scheduled to be
released one after another. It is said that major media companies with huge
capital and media will participate in this.

The American market, which has been knocking for a long time but has not
budged and has a high nose, is changing its attitude and strategy with the
miraculous success of BTS. As a Korean, I am proud enough to be a successful
Korean singer in the US market, but the fact that it is a Korean artist who is
fundamentally changing the landscape of the US music industry, which has
been stable for decades, gives a special impression.

BTS' greatest achievement is that they connected the world through their music.
The universality of music and message, BTS accomplished the mission that we
always thought was the privilege of British and American pop music. Tens of
millions of 'ARMYs' around the world, despite their different nationalities, races
and cultures, have succeeded in strongly uniting and solidarity through the
universal beauty and sincere stories told by BTS.

They are sometimes ardent fans, serious and sharp critics, advocates,
companions, and strongest supporters of BTS. Together, they go through
various trials that hinder BTS, such as racism and Asian hatred, and spare no
time and money for their success. But let's think about it. Such a global flow of
ARMYs is possible because they basically sympathized with and were moved
by the values ​and philosophies that BTS wanted to convey through music.
CBS The Late Late Show with James Corden 《Permission to Dance》 ⓒ Big Hit Music Hive
 Las Vegas concert ⓒBig Hit Music Hive

US CBS James Corden Show 《Butter》 ⓒBig Hit Music Hive

 LA concert ⓒBig Hit Music Hive

Opening a new era of K-pop with the path of BTS

The various values ​contained in BTS' music, such as self-affirmation, self-

exploration, and positive and enterprising attitude to overcome trials and pains
without giving in in a difficult world It transcends everything and unites fans as
one. And the enormous power created through this is being used to change the
world in various ways, redefining the meaning and potential of idol 'fandom'. The
global 'good influence', which for a long time was regarded as the exclusive
property of English-speaking artists, is now being created by Korean artists,
BTS.

Among the expressions that the fandom 'Army' often uses, there is an English
phrase 'BTS paved the way'. It means that BTS has paved a new path. The
th th t l h t k b t h b bl t hi
path that many people have taken on, but no one has been able to achieve,

was able to become what it is today through the efforts of ARMY, their biggest
supporters along with BTS. On that road, a new golden age of K-pop opens,
and 'Post BTS' runners are leading a new generation by challenging
themselves to the top with quick steps.

However, at the front of that wide road, BTS, which has finished a chapter of
group activities and is opening a new chapter centered on solo activities, is still
looking for a new path with a healthy appearance. Now, we don't know what
kind of new decade will unfold, but as it has been so far, the history of BTS will
soon become the history of K-pop.

Kim Young-dae, music critic sisa@sisajournal.com

Copyright ⓒ Sisa Journal. All rights reserved. Unauthorized copying and redistribution prohibited.

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