BTS's Jungkook's solo track "Seven" has made its grand appearance on three major charts, including Billboard's "Hot 100".
According to the latest charts released by the U.S. music industry outlet Billboard on July 25th, Jungkook's first solo single "Seven" (feat. Latto), which was released on the 14th, debuted at number one on the main single chart "Hot 100". In addition to this, it reached the top spot on "Global 200" and "Global (Excluding U.S.)" charts. The song also secured second place on the "Digital Song Sales" and fourth on 'Streaming Songs'.
Big Hit Music pinpoints three major factors for Jungkook's success - proactive localization strategy, betting on the latest pop genre, and the artist's keen sensibility.
Big Hit Music emphasized that their aggressive localization strategy has been well received in the homeland of pop music. The establishment of HYBE America and the subsequent penetration into the U.S. market demonstrated the fruits of HYBE's global multi-label strategy. Big Hit Music stated, "Scooter Braun, the founder of Ithaca Holdings acquired by HYBE, collaborated closely with HYBE America's CEO in the production process of 'Seven', from acquiring the song to featuring the artist, Latto. The advice of CEO Braun played a significant role in releasing various remix versions of 'Seven'."
HYBE and Big Hit Music kept the preferences of American fans in mind throughout the production process of 'Seven'. By using English lyrics and incorporating the trending UK garage style, they aimed for a fresh pop sound. Recording was conducted in the U.S., with the production team led by HYBE chairman Bang Si-Hyuk and renowned Grammy-winning producer Andrew Watt, enhancing the quality of the song in real-time collaboration with Jungkook. Big Hit Music analyzed, "The fact that we could work in harmony with top-tier global producers over a long period is evidence that the U.S. pop music industry recognizes Jungkook as a 'Global Pop Star'."
Big Hit Music pointed out that their bet on the latest pop genre was successful. Big Hit Music boasted, "Until the emergence of 'Seven', the Billboard 'Hot 100' number one spot was held by American country singer Morgan Wallen for 14 weeks. Most of the songs in the top positions were of the country genre. Overcoming country, regarded as the most American genre, with pop was an achievement."
Big Hit Music attributed part of the success to Jungkook's artistic sensibility and foresight. Jungkook reportedly decided, "I have to do this" as soon as he first encountered 'Seven'. Big Hit Music explained, "Jungkook first came across 'Seven' early this year. And it was around March when he finally decided it would be his first solo single. Through a whirlwind production process, he was able to increase the completeness of the music and performance in just four months, accomplishing the feat of conquering the Billboard 'Hot 100'." Another industry insider analyzed, "The potential Jungkook has as a global star has bloomed with 'Seven'."
There is a consensus that 'Seven' managed to "break through Billboard's check with sheer talent". Billboard had changed their chart calculation method earlier this month, mainly by excluding the number of digital downloads from the official artist websites. This was considered a disadvantageous condition for artists operating outside of the U.S., especially K-pop artists with high download numbers due to a solid fandom. Despite no official comment on this change from Billboard, some interpreted it as a move to 'keep K-pop in check'.
However, Jungkook's "Seven" managed to dominate the 'Hot 100' even with the changed calculation method, based on the popularity of the song. This was surprising for the fandom. A K-pop fan shared through a community, "I thought it would be hard to reach the top of the Billboard with K-pop now, no matter how good the song is. I never thought it could break through with streaming."
Meanwhile, due to the ripple effect of Jungkook, RM's track is also making a comeback on Billboard. RM's first official album 'Indigo', released last year, re-entered the main album chart 'Billboard 200' at number 53, boosted by the LP release. The title song 'Wildflower Frolic (feat. Jo Yu-jin)' also re-entered the "World Digital Song Sales", reaching fourth place.
