Jungkook of BTS is redefining the direction of BTS with his solo activities as the members begin their military enlistment. He is transcending the dedicated fandom, 'Army', and is reaching a broader 'light' fandom, heralding the era of 'Post Army'. This move mirrors the trajectories of global icons like Michael Jackson and Justin Bieber, breaking the fan-centered limitations of K-Pop groups.
Jungkook's debut solo album, 'Golden', released on the 3rd, entered the Billboard 200 chart at number 2. According to a Billboard preview article on the 13th, 'Golden' sold 212,000 units, narrowly missing the top spot to Taylor Swift's '1989' which sold 245,000 units. This album encapsulates Jungkook's narrative from BTS's youngest member to a global solo artist, marked by his 'golden moment'. It features a diverse range of genres, including retro-funk, pop ballads, and R&B pop, across its 11 tracks.
'Golden' is notable for being entirely in English, a first for any BTS group or solo album. The album involves renowned producers like Ed Sheeran and Shawn Mendes and features artists like Latto and Jack Harlow, indicating a clear aim for 'global standards'.
Kim Young-dae, a music critic, notes that 'Golden' closely aligns with mainstream American pop styles, evident in the producer selection, musical direction, vocal techniques, and genres. The decision to write the entire album in English is seen as a strategic move targeting the mainstream pop market in the United States and is not perceived as a significant issue, as language distinctions in genres and markets are becoming increasingly irrelevant.
From Army to the Masses: BTS Jungkook Emerges as an Icon of the Era
Jungkook's strategy to expand his fandom and target the mainstream American pop market coincides with Hybe Chairman Bang Si-hyuk's recent remarks on 'Post BTS', emphasizing the need for K-Pop to attract light fandoms as well. Jungkook's success is not just for fans but a broader audience.
This strategy's success is reflected in numbers. 'Golden' topped major charts domestically and internationally, marking a peak in BTS's solo ventures. According to Hanteo Chart on the 10th, 'Golden' recorded a first-week sale of 2,438,483 units, ranking 7th in K-Pop album first-week sales and 1st among solo artists. Additionally, the track 'Seven' from the album topped Billboard's Hot 100 in July, following Jimin as the second K-Pop solo artist to achieve this. 'Seven' also won Best K-Pop and Best Song at the 2023 MTV Europe Music Awards on the 5th.
Jungkook has proven that as a solo artist, he resonates with the global market beyond his identity as 'Jungkook of BTS'
