BTS: A Decade-Long Journey from Unknowns to Global Phenomena [10th Anniversary Special]

South Korean boy band BTS marks their 10th anniversary since their debut, a journey that has taken them from relative obscurity to global recognition. They have weathered through numerous challenges, carving out a unique musical identity amid fierce competition with many other idol groups and established musicians.

◇ A Miracle from a Small Agency

BTS debuted on June 13, 2013, under Big Hit Entertainment (now HYBE), a small agency led by producer Bang Si-hyuk. Although Big Hit had previously launched artists like 2AM's Changmin and Lee Hyun, as well as Baek Chan and Joo Hee of 8Eight, they had not yet found significant success with an idol group.

Prior to BTS's debut in 2012, Big Hit launched a girl group called GLAM, but it did not yield notable results, thus making BTS the company's first significant idol group.

At their debut, BTS faced criticisms for their somewhat old-fashioned Korean name in an industry dominated by trendy English ones. However, Bang Si-hyuk confidently asserted his belief in BTS, expressing that the group's name reflected the company's identity and his vision as its leader.

In the end, BTS has fully realized Bang's goals over the past decade, blossoming into a 'miracle group.' Under their umbrella, Big Hit, now rebranded as HYBE, has ascended to become one of Korea's leading entertainment companies, even merging with prominent American agencies.

◇ Differentiating via Social Media Strategy

BTS made effective use of social media to connect with a wider audience. As a group from a small agency struggling for airtime on music shows, social media platforms became a crucial avenue for BTS to share content and interact with fans in real-time.

Their official Twitter account was set up as early as July 2011, before their debut. As of now, the account has amassed 48 million followers and posted over 12,000 tweets. Through this platform, the members have shown various aspects of themselves, breaking barriers with fans, and evolving into a more approachable group.

On their 10th anniversary, the members shared their thoughts via Twitter. RM posted, "We've had all sorts of tweets. Looking back at the history we've built, I feel incredibly happy. Remembering seems very important and pleasant. Let's keep creating these good memories together, no matter the medium." Jimin also shared his emotions, stating, "Growing older together feels so reassuring. It's not lonely to experience and remember so many things together. I hope we can always be a comforting presence for you all."

This approach significantly influenced BTS's new fan acquisition. The warm reception from overseas fans laid the foundation for multiple hit songs to achieve hundreds of millions of views.

Since 2015, BTS has been airing their own content called 'Run BTS' on the global video platform YouTube. The 'BANGTANTV' channel, which was established in December 2012 before their debut, has documented the members' early days to their present, showcasing various charming points. Unlike other idol groups which relied on specialized music channels and collaborations with entertainment companies, Big Hit chose YouTube, an easily accessible online platform, which ultimately provided global fans more opportunities to engage with BTS.

◇ Fluid Style Transformations

BTS debuted with a hip-hop idol concept. From their debut song 'No More Dream' to their first full album 'Dark & Wild' in 2014, they consistently released music based on hip-hop sounds. These tracks, showcasing BTS's rough and youthful charm, struggled to stand out on the charts due to their distance from mainstream genres.

BTS briefly shifted their focus to J-Pop, furthering their musical exploration. They released five J-Pop singles following the domestic promotion of their first full-length album. Their efforts paid off. Their debut single 'No More Dream - Japanese Version' showed their potential by reaching third place on the Oricon chart. Moreover, they held performances and high-touch events in Tokyo and Osaka, spending time with over 20,000 fans.

Emboldened by their success in the J-Pop market, BTS returned home to challenge their musical transformation. In 2015, they resonated greatly with their audience through the 'Hwa Yang Yeon Hwa' series, which encapsulated the concerns experienced by those in their 10s and 20s, providing a rebounding opportunity. 'I Need You,' the title track of their third mini-album 'Hwa Yang Yeon Hwa' Part 1 released in April of that year, gifted BTS their first number one spot on domestic terrestrial music programs, showcasing a softer musical style compared to their previous work.

At the time of release, all members, who were in their late teens to early 20s, contributed to the songwriting and composing, infusing the song with authenticity. This was enough to sway the hearts of listeners. As a result, BTS began to receive recognition for their understanding of musical themes and their high expressive capabilities, finally establishing their musical identity.