BTS: How Expertly Distributed Content to Build a $6.22B Army Superfandom

Context: 

• When BTS debuted, their media appearances were harming them rather than helping them grow. With so many up-and-coming K-pop groups fighting for limited air time, variety shows did not cast them nor take them seriously.
• In Korea, variety shows are incredibly popular and give celebrities a chance to show their personality and depth along with their artistry. Natural talent (acting, singing, dancing) are table stakes – likeability is a huge factor in determining a group’s success.

The problem:

When relatively unknown, BTS wasn’t taken very seriously. Aside from their small and loyal fanbase, variety shows had too much control over the narrative, and even began editing them unfavorably or removing their appearances altogether. 

How they solved it:

Frustrated by the lack of opportunities, BTS rejected future media appearances and moved everything in-house to produce two imminently emblematic shows: RUN BTS and Bon Voyage. From international expeditions to hilarious cooking challenges, they aired one new episode per week for 156 episodes – nearly three years straight. Episodes ran from 8-15 minutes, and eventually expanded to 40 minute episodes.

While most pop stars and groups focus on interviews and media tours, BTS engineered a content universe where fans could consume endless amounts of BTS content. Building a direct line of communication to engage with fans around the world, they grew without being at the mercy of an algorithm.

On top of consistently producing new music, BTS offered the shows for free via a third-party platform called VLive. As their audience grew and their music picked up steam, the experiment began showing its legs. Their holding group, HYBE, then developed their standalone native app, Weverse, to host the show.

With millions of fans on their own platform, they were able to announce new releases, work directly with sponsors, and most importantly, control the narrative. 

Results:

• International acclaim: 483 awards, including 11 AMA awards, Guinness Book of World Records Hall of Fame, and the BillBoard Music Award.
• Financial success: BTS’ meteoric rise led to their label going public, now sitting with a market cap of $6.22B
• A stalwart audience: they developed very personal relationships with their fanbase, aka ARMY. 
• Control: Their direct access to their fan base also granted them the freedom to pause the show during busy times – around tours and album releases. They weren’t at the mercy of producers and media brands who did not have their best interest in mind.
• Cable music channel Mnet began airing eight of the most popular Run BTS episodes on national television.
• One of their most popular episodes, Episode 70 gained 90 million views on the platform. The earned media is exponentially greater on YouTube, TikTok, Instagram, and Facebook.

Key insight:

• Building a loyal audience takes time, transparency, and consistency.
• Producing great music is only one part of the equation. Pop stars need to produce content aligned with modern content consumption habits.
• Owned media channels will always in in the long-run. As Robert Rose once said, ?you can and should build on rented land. But only build things you're willing to lose or that you can easily transfer elsewhere."

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