BTS, also known as the Bangtan Boys, is a South Korean boy band that has gained immense popularity worldwide. Formed in Seoul in 2013, the band consists of seven members: RM, Jin, Suga, J-Hope, Jimin, V, and Jungkook. The band is known for their unique blend of pop, hip-hop, and R&B music, and their meaningful lyrics that often tackle social issues.
BTS made their debut in 2013 with the single “No More Dream” and has since released numerous albums, singles, and music videos that have topped charts worldwide. The band’s music and performances have won them numerous awards and accolades, and they have been recognized for their contributions to the global music industry.
In addition to their musical success, BTS has also gained a massive following on social media, with millions of fans all over the world. The band’s fans, known as the “ARMY,” are known for their dedication and passion for the band, and they often participate in fan events, campaigns, and online communities to show their support.
One example of the dedication of BTS’s fanbase, known as the “ARMY,” is the “ARMY Bomb” light stick. The light stick is an official merchandise of BTS, and fans use it to show their support during concerts and events. Fans will often coordinate to turn on the lights in unison, creating a sea of light that adds to the concert experience.
In one instance, fans of BTS broke the previous world record of most simultaneous users on a music lightstick app, during their ‘Love Yourself’ tour concert in Seoul. Fans used the app to turn on their light sticks at the same time, creating a synchronized light show in the stadium. The previous record was held by EXO’s fanbase, but BTS fans broke the record with a total of 993,317 users at the same time using the app.
Forging deep connections with the audience by addressing social issues
BTS understands how to connect with their fans by providing relief from boredom and addressing social issues that are important to their audience. They do this by crafting music, lyrics, and performances that are both entertaining and meaningful.
One example of this is their song “Blood Sweat & Tears” which combines elements of pop, hip-hop, and electronic music with powerful and thought-provoking lyrics about the struggles and hardships of chasing one’s dreams. The song’s music video also includes references to classic art and literature, which adds an extra layer of meaning for fans.
Another example is their song “Dynamite” which is a fun, upbeat and catchy pop song that was released during the pandemic as a way to spread positivity and energy to the fans who were feeling lonely and isolated during the lockdown. This song was a way to provide relief from boredom and also to offer a message of hope and optimism during a difficult time.
The band also address social issues in their music, such as mental health and self-acceptance. The band’s music often encourages fans to speak up about their own struggles and to seek help when they need it. For example, theirsong “I Need U” deals with themes of mental health and self-acceptance, while “Love Myself” encourages fans to love and accept themselves for who they are.
In addition to their music, BTS also addresses social issues through their public appearances and social media presence. For example, the band has been vocal about their support for the Black Lives Matter movement and have used their platform to raise awareness about the issue.
In summary, BTS understands how to connect with their fans by providing entertainment and relief from boredom, as well as addressing social issues that are important to their audience. They do this through their music, lyrics, performances, and public appearances, and by encouraging fans to speak up about their own struggles and to seek help when they need it.
What brands can learn from BTS to connect with their customers at a deeper level
1. Authenticity: BTS is known for being genuine and authentic in their music, lyrics, and interactions with fans. Brands can also strive to be authentic in their messaging and interactions with customers to build deeper connections.
2. Storytelling: BTS is masterful at weaving stories and messages into their music and visuals, allowing fans to connect with their music and brand on a deeper level. Brands can also use storytelling to connect with customers by sharing their brand’s history, values and mission.
3. Community building: BTS has fostered a strong sense of community among their fans, known as the “ARMY,” by actively engaging with them through social media and fan events. Brands can learn from this by creating a sense of community among their customers through social media, events and interactive experiences.
4. Fan engagement: BTS actively engages with their fans through social media, fan events, and interactive experiences. This engagement helps build a deeper connection. Brands can learn from this by actively engaging with customers through social media, events, surveys, and other interactive experiences. The band connects with their fans through Instagram, Twitter, TikTok, and other platforms, frequently posting updates, behind-the-scenes content, and interacting with fans through comments, live streams, and Q&A sessions.
How Redbull leverages community building
A brand that uses community building in a similar way to BTS is Red Bull. The brand has built a strong community of adrenaline-seekers, athletes, and thrill-seekers through a combination of sponsored events, content, and social media engagement. Red Bull regularly hosts and sponsors events such as extreme sports competitions, music festivals, and cultural events, which brings together like-minded individuals and fosters a sense of community.
Additionally, Red Bull produces a large amount of content, such as videos, articles, and social media posts, that celebrates the people, culture, and experiences within the communities they have built. Red Bull also has a strong presence on social media and frequently interacts with its community members through live streams, Q&A sessions, and social media challenges.
There have been multiple research studies conducted on BTS and their rise in popularity and how they have gathered a large fanbase.
One study by the Korea Foundation for International Culture Exchange, published in the Journal of International Affairs, suggests that BTS’s success is due to their ability to connect with global audiences through their music and messaging. The study states that BTS’s music addresses universal themes such as self-acceptance and societal issues, making it relatable to people of all backgrounds.
Another research by the Hallym University, suggests that BTS’s popularity is due to their ability to create a sense of connection and community among their fans through their music, lyrics, and performances.
The research also emphasizes the impact of their fan engagement strategies, including their use of social media, fan events, and interactive experiences that help to bring fans together and build deeper connections.
I firmly believe that brands can emulate the strategies and tactics utilized by bands like BTS to cultivate a powerful connection with their customers by viewing them as “fans” and providing them with an experience that is authentic, meaningful and consistent.
