10 KPOP & MARKETING “RULES” BTS BROKE & 1 RULE THEY SURPRISINGLY STILL FOLLOW 

I missed which rule of K-pop they kept. Thanks for the great essay, as usual.

"...Too cerebral to be Pop." I love that statement! I love the analytic nature of their lyrics/ messages.

V catching all the candies in a basket with a cloth in the running men episode, summarizes their wonderful career, smart, brilliant, elegant, unexpected and so funny!

" ... cheating in winning a box of ramen" 😂

You brought up just about everything I love about these guys & their phenomenon. I was a slow roll into the BTS rabbit hole. I would randomly catch them on American talk shows & SNL, and kept thinking, these guys are great! Then MotS:7 was about to drop & I was so excited for that... then the pandemic hit & I discovered that RU-vid was more than a DIY channel & found myself researching their history like I was preparing a doctorate dissertation 😄. I'm a split personality - extremely emotionally intelligent and very cerebral, dissecting everything. I was almost more intrigued by their smart marketing (props to BangPD's vision & tenacity) as well as their diverse & extraordinary talents. As the saying goes, necessity is the mother of invention. They were all smart enough to use what was available to them & did it successfully. I'm still shocked at how much free content they do. Impressed with how they navigated the lockdowns, streaming concerts, doing individual videos for talk shows (that week on Jimmy Fallon was when i officially felt like I became ARMY). Anyway, I'm rambling. I appreciate them so much as human beings. Smart, funny as heck, talented, kind, generous... and easy on the eyes to boot😁. Wish the world would/could emulate them a bit more. It would be a kinder place. Anyway, thank you so much for the video. It reminded me of my beautiful journey over the past 4-6 years 🙏💜

Jk said in Suchwita it was difficult for them then that's why they worked really hard. Hard work pays off. What you sow is what you reap.. BTS is one of a kind. Other groups may also be successful in their own terms but not to BTS level because their success is organic and consistent.Talent, their music, their message, their personalities, sincere love and appreciation to their ARMYs works. Combined with genius people around them especially Bang Pd and BIG HIT .😊❤ BTS always reinvents themselves that is why they are exciting to follow. Would you agree?

With our 7 kings away from us 😢 your content is more important than ever! 💜💪🏻💜

I don't often comment on any videos I watch but want to let you know how much I appreciate the work you put in to do all yours. I always learn something new. Long time BTS fan and always love learning about Korean society/culture and how they both work and conflict together.

With regards to the first 8 mins of this (really well done so far), I think the reason ARMY was perfectly fine with BTS constantly changing their "concept" and sound was because it always made sense. It was trackable change that always felt inevitable in retrospect. Once it happened, it always felt necessary and obvious that it had to happen that way. You couldn't fault people for growing naturally. They didnt just swap out concepts just for the sake of having new aesthetics. You could track the change through their artistic growth. They didnt just throw things at the wall and hoped it would stick, which is how it often feels when many artists seemingly keep changing at random. Children grow, mature and change as they near adulthood but while theyre kids, they will falter, make mistakes, struggle and be confused. That was the school trilogy. It also mixed in the fact that some of the members recently left high school or were in college. So some also had insight and ways to soothe, rile up and encourage all at once. They were relatable yet wise. When they moved into the youth trilogy "concept", it was just a natural progression of their real lives and mindsets. The concepts were just a way to filter that through. So ARMY never felt the whiplash of randomly changing themes because the music showed a clear evolution and the aesthetics matched. They were much more settled in the 2nd era after getting much of the teen rebellion out. And that rebellion was a mostly positive, helpful rebellion mind you. It just matured as time went on. BTS branded themselves as humans first, idols second. ARMY was forced to face the humanity of them before anything else. Their pre-debut vlog diaries erased any possibility of having the glossy, perfect idol sheen over them. We saw the messy kids being imperfect and normal enough to feel like you could hang out with them. They weren't perfect idols to aspire to. They were just some dudes who employed as contract workers where they clocked in and out. We enjoy their work but also recognise their personhood more than anything. Their job wasnt them. Also a lot of ARMY are just music fans from the general public who found them and like them like with any artist. So we are here for different genres especially if we can have it done authentically by the same artists. So it never feels like a huge jump. Even in their earliest albums, we got lots of hip hop but there were also R&B and pop in there too. They always played with different genres within albums so nothing ever takes us too out of bounds since they set that expectation early.

RunBTS is literally what kept me here. Dedicated. To me feeling like you are there laughing with bts made me feel like they are just like me and could be regular friends. Its amazing how it drew me into all their other material.

They had no choice they were not afford the same opportunities the Big 3 Kpops companies offer. They were often blocked and when they were allowed to use the same platforms they were shunned and abused. They had to find their own way.

Hi! Have you delved into the crazy phenomenon of BTS and their bond with ARMY? As a newly 60 yr old(have to wear it like a badge!) I have never seen anything like this before. I have been a fan of groups and individual artists since I was born (older bros snd sis’s music) and nothing is like this. How did this magic happen? What is so different about these 7 men and their music that makes one so loyal and loving towards them? What do you think is going through their minds about it? Jungkook seems to want to just be normal and not hide anything from ARMY. The way they speak to us like friends, very familiar, the time they spend with us, the things they do for us and their thoughts about us… Zane Lowe in his interview with JK said he is a fan of the relationship BTS has built with ARMY and said it was very emotionally intelligent. How extraordinary and I’m glad he sees that!! What do you think about this?

BTS are the epitome of a music phenomenon. Throughout their journey, rather than solely depending on "standard" music industry insiders, they made brilliant marketing moves using the internet era to form a strong and direct connection with ARMY and fans. They are and surround themselves with incredibly talented, hardworking and intelligent teams. 💜💜💜💜💜💜💜

this is a perfect explanation of the idols. i noticed this persona issue early and thats why no other group is appealing to me they are not natural like BTS where and is.

As a Silver ARMY, I very much enjoy your BTS content. It’s mature and analytical with none of the “Yoongie marry me” and hopeful ships elsewhere. Those are fun but get tiresome. You ask for suggestions. I’d like to see your u you post entire vids devoted to individual members, one for each; beckground, personality, strength, weakness, etc. A lot is already out there but not in the depth you can provide. It’s a big job and will open you up to varied commentary, which I suppose you’re used to. Either way, I’m here!

Im 53, and I’ve seen a lot of groups come and go. I love music, and I’ve listened to a lot from all different decades. I’ve never loved a group like I love BTS. I became a fan because the substance behind the hype was so very deep. I became a fan during LY era, and their sincerity, the poetry in their lyrics, and how open they were about their process made me a devoted ARMY-I fell down the rabbit hole happily, and I’ll never look back. Thank you for your videos. I’m so grateful for my fellow ARMY who are all so intelligent and thoughtful. Excellent analysis. 💜💜💜💜💜💜💜

This was well done. Thank you for succinctly capturing their charm. I discovered K-Pop just before the pandemic. I'm old so wasn't really interested but I love anything dance so kept watching off and on in between watching train trips and tiny homes and whatnot. During the isolation of the pandemic I watched those various things until I found BTS stories. I was hooked on these less than perfect young men doing interesting things. Watching them grow into young adults (sort of backwards cuz 2013 vs 2020). Their individual performances during concerts gave us a clue to what was to happen which it did because of the mandatory military service. Who woulda thunk such diverse music existed within a group. Was it Suga who said he wanted more people to hear his music which is why he left underground and became an "Idol"? In my heart I've adopted them as the grandchildren I will never have, and I am so proud of what they create.

You answered everything point by point on how come when I first saw just one video about these boy group from Korea, I was instantly fascinated and got hooked since then, how come they are different, why I felt their sincerity then and there. And I'm 48 years old already, happily married with a son almost their age but I've never seen any boy bands or artist even during my teenage years who are so authentic and magical just like them. It's like I'm reading seven different page-turner books bound into one best selling book of all time. I watched everything about them and the became my companion for loneliness and comfort. Love them so much and waiting for them by year 2025. 💜💜💜🇵🇭

loved this! again, I agree with everything said. BTS are amazing, I could never stan anyone like how I stan them. Thanks for making this!

I love how the bird app were "exclusive" to ARMYs and BTS at the beginning cos i remembered signing up to that app before they were on it (yes im vintage lol) and not knowing what to do with it, esp with the limited word count and you cant even post videos on it unless you have Vine, which was fun when the boys esp JK and V started tinkering with it. it was so funny lmao. Yeah and their legendary birthday wishes changing their pfp and all. theres a real huge difference on that app pre-BTS and post-BTS. it was a happy place for ARMYs.

BTS learn from have nothing and use what them have never completed,push themselves, work hard, and believe themselves and appreciate Army and love and support ones others even they become rich never change , thank you 🙏 for your Chanel 💜💜💜💜💜💜💜

Love this line: "they are too cerebral to be pop"

I appreciate your thorough analysis of BTS’s rise and dominance of K-Pop. I’d really be interested in a deep dive into RM’s evolution through his lyrics (I love his writing). I feel that BTS’s journey begins with him. Thank you 🙏 for your insights into Korean culture as well, since being American I was raised loving American pop-so different from K-Pop, but I love the K-Pop invasion into America. It’s reminiscent of the British invasion of the ‘ 60’s (Beatles, Rolling Stones, Led Zeppelin, etc.).

you just has a talent of highlighting everything i love about BTS and what was missing in other groups. i had a hard time explaining why other groups dont appeal to me. it´s not like i haven´t given them a try. But BTS is way more than just kpop and we know them as well as our best friends and we root for them. others seem like a fake imitation of BTS someone who tries to be funny on camera but fail. and most of it is because they are told to have a certain image but that´s not how they really are and the fans will notice that. many fans is just delulu to care because they are obsessed by their looks. but as a mature woman i know what is an illution and what is not. i think that´s why so many older people loves BTS they too se past the "idol" and look at the people and values of the artist. for me it´s not only BTS talent because i know there are people better at singing and dancing than them in the world. but it´s their love for music and what unique music they make and the messages of each song that i value the most. Bts can never disappoint army because we are used to change. but for instance taemin at suswitha sad he want to make his fans recognize him and what they fell in love with. he want to be safe rather than sorry. but BTS is just unique and each member can create so many different things. and even colplay said they where tired of always doing the same type of music but is afraid they will loose fans if they change. so i am really happy for BTS that they can never get bored

Beautifully summarised some of the reasons why I was so drawn to BTS and love them so much! 💜 Their sincerity, relatability, and emotional vulnerability completely won me over. BTS has a really special place in my heart 💜

I love all your content about BTS, I am always waiting for a new one each day. Thank you so much!!!

I loved this video. I like that you shed a light on how they are uniquely BTS and how they and their agency didn't follow the standard of the KPOP industry, and how they created their own way in a system that wasn't very flexible. I think if BTS had followed the standard, they would not have made it in the KPOP industry, and we wouldn't have the BTS we know and love today. 💜

Your reactions. Honest, humble with no bells and whistles . Keep them coming please.💜

Really really good analyses of my beloved 7! They are sooo special! There is NO other kpop band even comparably good!

Thank you so much for all the information and as always you are amazing.💜💜💜

Great content 😊 I always enjoy your channel. More power to you.

Thanks so much for this video. You always present views that cause me to ponder!

I always appreciate your videos & your thoughts on BTS 🙏

You are a wonderful essayist. Truly impressed every time. 💜

Yay! I got famous at the start. **waves wildly** hi hi everyone! The reason I donate us because you content is high quality backed by a highly educated, well-written individual. From your content matter and very interesting topics, I keep coming back. You look amazing and have a great voice that's nice to listen to. Above all, you are humble and honest. People who do donate tend to like being mentioned as contributed to your channel before or after videos. Exactly as you did is perfect. :)

You did really good. Lookin forward to see more in future

I absolutely love your website - your knowledge is amazing. I love your video where you outlined strategies that work for you when you feel depression coming on.

Ik hou van je 'channel' en je uitleg, meestal laat je ons dingen vanuit een ander perspectief zien!! Bedankt zoals altijd ❤️💜🥰

Thanks for your videos. They are insightful and provide interesting details.

Bts are diff.from other groups.

I really enjoy your content. Thank you for informing and teaching us abit this wonderful group.

You're incredible and very smart. Thank you.

Thank you for this video! I never skip ads to show support ☺️ Please don't stop making BTS Content 💜

Thank you I enjoyed this very much 💜 love it when anyone highlights what hardworking men BTS are doing and hopefully will continue to do for many years to come 💜

13:03 is that an edited poster from the Seth Mcfarlen movie, Ted? Im lost..

Great video, please keep them coming! Borahae💜

🤗 *Much Love* 💜 *To YOU!* *YOU Feed US!* *NOURISH US!* 🤣 *You're Helping Us SURVIVE!* *Merci* 🙏 *Beacoup* *Watching from New⚘️Jersey, USA 😎

Your videos are always very interesting. Thank you! 💜💜💜💜💜💜💜

Always very interesting😊

Thank you so much. I always appreciate your very profound analysis 💜

This maybe off topic but I was thinking it would be so cool if BTS created their own brand boots or sport shoes for us fans and their own perfume brand next when they come back for their new for the new advertiser commercials they can make some businesses deals in UK or America or both to created their own shoe brands or perfume brands for their Female Army's maybe who knows.. 😏🤑🥰💜✌💕👑 Translate to Korean

Yes, thank you, I’m new to your channel. Please keep up the great work, I really enjoy your work. Take care and be safe out there! Good luck !!

I just think that even their shows were curated by the co to some extent. And being open to the armys that much made them dependent on what the army is asking of them and haviing to oblige. Jungkook was the one breaking the rules. starting from the tattoos and ending with 4am lives you never knew what he'd end up doing.

Keep up with the good works 💯💪

A very in depth and thorough analysis. Congratulations!

Good topic with beautiful explanation. 👍

7:25 I've always been surprised by this, even after 3 years of being an army. I can't believe they would change their concept, sound and image so much but still remain themselves, and this helped them grow and evolve and get new fans and get more success. It's really a miracle cause that doesn't work for most. But it's also raised my standards and now i get bored easily by other acts.

So the kpop rule they still keep is... the second to last one? Diversified revenue? Or no, was that broken with the amount of free content? Not the last one either... I'm confused

Loved this video! 💜

Great content, thank you!💜

Absolutely fascinating!

So... what is the one rule that they keep? I must have missed that.

I love your videos. They are very well thought out and informative. Thank you.

I really love this video. Such important points discussed, and it really explains well how BTS forged their own path to success. I've always said if I ever pursue an MBA, I would absolutely love to study Hybe as a business case.

Thank you so much. Always enjoy your content. Please keep the content coming 💜💜💜💜💜💜💜

Thanks!

Thank you much appreciated for your hard work!

Great video ! Very informative and super interesting. I learned a lot 💜 thank you

Wonderful info as usual, thanks 💜🇺🇲🇵🇪💜

This is Excellent, thank you. I will look for any BTS content that you have done or will do. Borahae!

Thank you ❤ Greetings from Tricity in Poland ❤

Thank you. Greetings from Tricity in Poland ❤

ooh yeah, that is why MOST of these netizens and "system" want to investigate their career because they shocked, surprised and breakthrough the kpop or "koreans" expectation on idol.

Great video

(oh btw Channel Person there is a few issues with English captioning, one in the visual video, and the One Rule They Follow is apparently not there /neutral /casual) 7:40 The mask changed but the face didn't. They were consistantly themselves. 11:30 This section is- BTS is the reason I learned I was racist especially towards Black culture. They're the reason I'm doing my best every day to unlearn my stigmas and bullshit. I love rap, hip hop, and more aspects of Black culture now because I seek out the discomfort or anxiety of getting something wrong. I want to learn more about how to be respectful. They did that. BTS did that. BigHit did that. And now I do, too.

Thank you very much for this information. Now I know why these boys, men now, are loved and respected by people of all ages. More I know , more I listen to their music , more I love and appreciate them❤❤❤

I really liked the video!!!!!! but What about the 1 rule they still follow??? 😅did i miss something?

I admire you, my dear Lady! Thank you for this video. I do have 2 questions: there was a segment with some text messages between boss and dispatch...I don't understand who they were...and are these actual messages or just a joke? The other question is, what's the one rule they do keep? As for my experience with BTS, it is similar to many,many ARMY, I never adored, admired and loved an artist as I do love them. I don't know much about kpop, and I don't like other bands (listened to a few but they were so average and silly) but I do warch a lot of kdrama and the OST are outstanding though. There is one video I really treasure with BTS, that for me shows the essence of their difference. It's some kind of TV show opening ceremony where all this styled up, dressed up perfect idol groups enter the venue, 1 member of the group singing the assigned line while all other members try to pose for the camera trying to look very sophisticated and unreachable, and then BTS comes in, dressed like pokemons and sing together and just having fun unhibited and free! Wow, that was a moment for the history books. 💜💜💜

BTS creating their own shows makes it more easier for fans to watch and get to know them ALL, where as in variety shows in Korea, there were 2 or 3 members that are usually invited to be in the shows. If it wasn't for their own shows, army still looks at suga as the cold and timid one.

0:09. 0:21. 1:07. 3:02. 4:28. 4:45

Now everyone is following their lead try to become like BTS.

懇請分享:針對今年預計由年輕演員演出花樣年華主題的戲劇，對於阿米在情感上與意義上的正向與負向影響?

I wonder if you know why we see military pictures etc. of all the group members but Jung Kook.

Don’t know if they break the rule when posting but they were supposed to not ever do no live shows while drunk either but I have seen JK and V do it a lot. Jk well even be drinking it in front of us.. the others have done it some

Im interested in the process of selecting people to BE Idols....where they find them...how the process works....who is chosen...only 1 i know for FACT is BTS....others ..meh 🤷‍♀️ dont know....ive seen some that the "companies " have put out....but i wanna know the REAL way!!! 💜😊

I do worry though that big hit has assigned them personalities. I wonder if what we are seeing from them is who they really are.

I loved this! I shared this with my friend who has “just” started asking questions. But because you flashed so many other groups in there she became confused. Not knowing them well enough yet to distinguish between them. Army’s uses these kind of videos to help build the fan base. I loved everything you had to say but she lost what you were saying trying to figure out which ones were the members. Maybe keep this in mind while making content because we need good education videos to explain why army loves them so much, why we are so protective, why they are different, how badly they were treated. All of that Encompasses who they are and how they grew. Thank you.

I have an idea.. abt a new content.. where the theme is: "BTS is the 1st kpop group to.... ". With your level of analysis, this could come in a few chapter hahaha❤❤ i love how you present them in your videos. The debate abt this topic is still going on, but BTS is still collecting more title starting with this sentence 😂❤❤. Will you make this as a content? I wanna hesr from your perspective 🥰🥰🥰💜💜💜. Thank you in advance. Borahae army

I enjoyed your analysis but one thing wasn’t clear. What exactly is the one kpop rule BTS still adhere to?

Most Importantly how mediocre talents became the biggest K-POP stars there is, that’s mind boggling for real but then again this only shows the power of fandoms, the cult like behavior of ArMy pushed them to be where they are now

Many commenters, including myself, missed the 1 rule that they keep following. Can you or someone tell us???

😅😅😅😅😊😅😅😅😊😅😅😅😅😅😅😅😅

You should pin the comment about this one rule they follow here as first comment, bc I was looking for it and I found it in comments but the best would be pin it simply (or change the name of video 😋)

This was excellent... although... what's the one marketing rule they DO follow? (Aside from the ones they wrote themselves!) I think you hit it on the nose when you talked about their authenticity. What "sells" them is that they're NOT selling us some slick, manufactured image... or at least, that's not ALL that they're selling. They *are* the real deal. We see the idols and their amazing performances, but we also get to see the humans in all their imperfect glory. Although it's still a self-admitted work-in-progress for them, they are *living* their message of self-acceptance by allowing ARMY to see and embrace their flaws in addition to their polished selves. We're fascinated by them, and they've made clear that they're equally as fascinated by us. I do have one small correction-- their content HASN'T stopped while they're away. They worked extra-hard at creating content to be released while they were gone, from Jin's monthly video letters to new episodes of Suchwita to V's collaborative content to JK's Calvin Klein campaign to Hobi's entire new album and documentary. (And that's not even touching on RM's new album, still waiting in the wings, and I *know* Jimin's got something else up his sleeve...) A number of K-pop fans have openly expressed their frustration with ARMY for NOT stanning other groups while BTS is doing their military service. (As in, how dare we turn around and chart BTS's older songs while they're away!? Don't we know we're supposed to stop liking them when they're not actively touring?) But ARMY is still ARMY. Many of us *aren't* "K-Pop" fans, we're exclusively *BTS* fans. That's the kind of loyalty they inspire. I'm an American in my 50s. I've been a fan of popular and alternative music since my pre-teens, and I can honestly say I've never encountered a group like BTS, and I don't think I ever will again.

Can you please share your thoughts on Bang rearranging BTS’ music so the young Idol groups can perform them as covers? I frankly find it disturbing at this point in time and disrespectful.

Madame you belittle the Amazing ONE OF A KIND ONCE IN A LIFETIME BTS,you come at it from the wrong angle it was youtube which yes a different social media but this very channel that your on is where Army discovered them by pure destiny accident,they called out to us and we answered,musicians who love music through pushing the envelope of not being labeled kpop,they were a hip hop group, its others that categorize them as such like you,not Army,you as an Asian should realize that change must come from within if anything it may be labeling kpop from the first bestowed by us awful Americans that have a corrupt music system as well that give out labels put on them and Korea just accepted it,but why just like they label Latin music give it a separate category,now African music,what next,please don't feed into this music is just music they never did this to any of the European countries,there achievements are unexplainable because they touch people's souls when you find them and understand there true meanings.💜Army's wear our PURPLE hearts PROUDLY because when you get BTS and commit to bring an Army it's a wonderful thing because you then Really get the whole movement of them bringing us on thier Magical Journey of life finding the secrets to ourselves and the world Love,peace to you no offense,people like you will keep trying to analyze dissect critic but the world will never understand only Army how truly grateful BTS and Army are to one another and all else in thus world just want to use them for thier own wrong reasons,to benefit themselves such as you for views and clicks.

Thank you so very much for always doing such a great job with your video's. Your explanations and insight is wonderful!! 🕊🫰💜💜💜

Thanks!

Thanks!

Thanks!