BTS & BTS ARMY Fandom

Please note: This is a full Academic Analysis essay I wrote back in 2020. I support BTS and BTS ARMY fandom and this essay was written to show my appreciation towards BTS and being part of ARMY.

In this article, using the context of fandom, I will be analyzing BTS and the BTS Army Fandom and the idea of self-love and fan appreciation. Williams's 1983 readings and BTS's (2020) related readings will be cited in this article to explain how BTS and ARMY fandom have a mutual love and devotion for each other.

Popular culture, as defined by Williams, is contemporary culture; a trend that we all follow, and “popular music is shortened to pop,” (Williams, 1983, p. 236). K-pop is short for Korean Popular culture as well as Korean popular music, as defined by Lee, Tak, Kwak, & Lim (2019). The K-pop industry has grown rapidly from the Korean Wave, Hallyu, where the popularity of South Korean culture has spread throughout the world (Aisayah, 2017, p.67). This has caused various K-pop idol groups like BTS, for example, to receive international recognition (Aisayah, 2017, p.67). A “bias” is a common term that K-pop fans use to call the person they like and pay attention to the most in a group (Lee et al., 2019). This is a common part of the culture of K-pop, as people can say their favorite idol, or “bias” is a certain member of the group (Lee et al., 2019). MVs are another common term that stands for music videos, and K-pop culture is well known for having aesthetic and colorful music videos that draw in their fans (Lee et al., 2019).

Image: BTS (2016). Retrieved from Facebook, Iphone. 7 South Korean artists interacting and posing for a photoshoot

BTS is a South Korean, 7-member boy band that debuted back in June 2013. The members consist of RM (Kim Namjoon), Jin(Kim Seokjin), Suga (Min Yoongi), J-Hope (Jung Hoseok), Park Jimin, V (Kim Taehyung), and Jeon Jungkook (Aisayah, 2017, p. 71). BTS ARMY or just ARMY is BTS’s fandom name; an abbreviation of Adorable Representative M.C. of Youth. ARMY is a very powerful K-pop fandom, because of their loving support and united bond with the BTS members (BTS, 2020). BTS is one of those many significant music groups out there that compose their own music, which is one of the many reasons that have caused the ARMY fandom to grow (BTS, 2020). BTS is well known for creating popular songs throughout the years in their various albums, with each album exploring a different concept (BTS, 2020). Being an ARMY myself, I can relate to how fans act and how they support their idols. I argue that the fan interactions between BTS and ARMY are fairly unique and different from other K-pop fandoms. This is evident from the lyrics in their songs that send messages of self-love to the close fan interactions they give to ARMY. BTS interacts with their fans using messages of self-love; these can be found in their lyrics, on social media, in ad campaigns, and even in games for their fans to enjoy (BTS, 2020).

BTS interact and share content with their fans on various social media including Twitter, Youtube, Vlive, and Weyverse (Aisayah, 2017). Social media has allowed K-pop fandoms to evolve transnationally, according to Lee et al., (2019, Abstract). On social media websites like Twitter and Weyverse, BTS can communicate with their fans through their posts and comments that are often translated from Korean to other worldwide languages by the growing number of international ARMYs (Aisayah, 2017, p. 69). Both YouTube and Twitter have allowed BTS to gain more international fans from around the world and receive worldwide recognition through their MVs and their daily tweets for their followers (Aisayah, 2017). I remember I first discovered BTS on YouTube, and the very first music video I watched was We Are Bulletproof: Pt.2, which was released back in 2013 (BTS, 2020). One of BTS’s most popular songs, DNA, has surpassed 1 billion views and was released 3 years ago on September 18 (BTS, 2017).

DNA was BTS’s very first worldwide breakthrough, and it gained recognition largely thanks to the support of ARMYs. ARMYs were attracted to their music’s catchy beat, the aesthetically pleasing backgrounds, colorful outfits, and their synchronized yet distinct dance moves (Big Hit Labels, 2017, Sept.). DNA had even became top-ranked in Billboard’s top 100 songs in 2017, and this was just the very beginning of ARMY fans helping BTS receive worldwide international recognition (Choi, Park & Kim 2018, p.2). BTS’s popularity and recognition from others skyrocketed after its worldwide breakthrough was a success, and its fan base continues to grow every year (Mclaren et Dal Yong, 2020). Many new fans were made in 2017 because of the impact DNA had imprinted on them, which led them to watch other MVs BTS had posted in the past and learn more about the members’ stories together (Lee et al., 2019). The song DNA is originally part of the Love Yourself: Her album, the first album of the Love Yourself Trilogy by BTS (Wickman, 2018).

Due to a large number of fans BTS gained in the past 3 years, ARMY are also seen as the most powerful but also toxic fandom, as they do not take antis or haters lightly (Seo & Hollingsworth, 2019). There are often fandom wars that often occur in the Kpop world; they occur when other idol group fans start hating on BTS and ARMY, and some ARMYs are very sensitive and want to defend their bias (Seo & Hollingsworth, 2019). Even just a simple mistake of a news reporter not quite recognizing BTS can easily anger some ARMYs and cause a train of malicious tweets (Seo & Hollingsworth, 2019). Many ARMY members have this worshipping behavior and believe that “BTS [is] perfect,” as quoted by Seo & Hollingsworth (2019).

Love Yourself Trilogy and Map of the Soul 7 Trilogy were the most significant albums BTS released and have many powerful messages throughout the songs (Mclaren & Dal Yong, 2020). All of BTS’s albums have a storytelling format; each album comes with notes often translated online from Korean to English by ARMYs on various social media platforms (Wickman, 2018). The Love Yourself: Her album’s story follows the BTS members in their endeavor to find love in each of their fictional notes, while the Love Yourself: Tear album’s songs have a dark, melancholy feel that describes their feelings of losing love and themselves (Wickman, 2018). Meanwhile, the Love Yourself: Answer album’s songs have many emotions about finding self-love and accepting one’s flaws (Wickman, 2018). Songs such as Epiphany, sung by BTS Jin, include lyrics stating “I’m the one I should love,”(Big Hit Labels, 2018, Aug.) or “You have shown me that I should Love myself,” from Answer: Love Myself (BANGTANTV, 2018, August. These songs give a powerful message of loving oneself and accepting one’s flaws when everything seems out of control and one becomes lost in the world (BANGTANTV, 2018, August). Both BTS songs above contain the self-love messages found in many of their work, and most music written by BTS discusses these topics of learning to love oneself as a way to show their appreciation to their fans; their latest album Map Of The Soul 7 being a prime example (BTS, 2020). BTS once again shows appreciation for their songs in the song: We Are Bulletproof: The Eternal also known as We Are Bulletproof: Pt. 3, the lyrics: “We are, we are together bulletproof...” (as sung by BTS, 2020) which means together BTS and ARMY stand strong against the pride and prejudice of youth, and continue to grow together in the next line: “We are not 7 with you,” (BANGTANTV, 2020, June).

BTS has released a documentary series and multiple movies that talk about their journey together with ARMY; Burn The Stage and Break the Silence being the most significant films of them all (BANGTANTV, 2018, March). At the start of the first episode ” I’d Do It All,” posted 2 years ago on March 28, BTS leader RM begins talking about how they were all surprised that they managed to sell out on tickets for the stadium they were performing in (BANGTANTV, 2018, March). According to reporters in the documentary, due to BTS’s rising popularity, all tickets for their American tours were sold out successfully (BANGTANTV, 2018, March, 1:05-1:30). BTS even managed to become the first Kpop band to win the Billboard award for 2 years in a row (BANGTANTV, 2018, March, 1:05-1:30). This shows the powerful support and love that ARMYs around the world display as they enjoy each musical performance from the BTS members (Bangtan TV, 2018, March). Fans were able to understand the effort BTS had put into each performance on-stage, and they were also able to take a glimpse of their lives off-stage, where the members can relax and have fun exploring the different cities they go to on tour (BANGTANTV, 2018, March). It is rare to see bands showing their backstage life, and BTS is one of the few who artists are willing to show their other side to ARMYs (Seo & Hollingsworth, 2019). This allows ARMY to have a better understanding of the members and their lives, and it helps to explain why ARMYs are very supportive and protective of the members of BTS.

During the past couple of years, BTS released their Love Yourself Trilogy album, started a Love Yourself campaign, and even held a speech at the Unicef U.N. Embassy (Unicef, 2016). To show gratitude and love to their fans, BTS created a Love Myself Campaign in 2017, which was inspired by their Love Yourself Trilogy Albums. The Love Yourself Trilogy Albums were promoted alongside the campaign, and the lyrics of those songs contained various messages regarding self-love (Wickman, 2018). A new trailer of the Love Myself Campaign is released once a year, and their goals include an end to violence and poverty around the world (BTS & Unicef, 2019). Love Myself has the motto, “[a] campaign spreading the true meaning of love”, which expresses their desire for people to love themselves, form friendships with their peers, stay strong together, and end violence and poverty (BTS & Unicef, 2019). BTS’s leader RM, whose real name is Kim Namjoon, made a long and powerful speech at the U.N. Embassy and briefly talked about the Love Myself Campaign (Unicef, 2018). RM’s most powerful line was at the end of his speech, “to speak yourself”; he wanted ARMYs and everyone around the world to love themselves and be able to express themselves with their own unique voice (Unicef, 2018). Many positive remarks were made about RM’s impactful speech at the U.N. Embassy, and it was also the first time a Korean band was promoting a campaign with Unicef (Unicef, 2018).

Another way BTS has shown their love and appreciation for ARMY using fan interactions was when the Korean entertainment company behind BTS, Bighit Entertainment, collaborated with Netmarble Corporation and TakeOne company to create BTS WORLD (2020). BTS WORLD follows the story of the 7 members and has the player act as their manager in this story-based, card leveling-up game (BTS WORLD, 2020). This game has brought many ARMY joy in learning how BTS came to be the amazing idols they are today (BTS WORLD, 2020). Each BTS card found in the game is from each of their performances and albums since their debut till now and has different skills and rarity levels (BTS WORLD, 2020). BTS also collaborated with other artists for the game’s soundtrack, the song Heartbeat as the main original soundtrack; is another example of fan appreciation found in their lyrics and their mutual love and devotion to ARMYs (BTS WORLD Official, 2019)

BTS and BTS ARMY overall have formed this strong existing bond, and their campaign: Love Myself has affected the ARMYs around the world positively (Unicef, 2018). BTS understands the importance of the idea of self-love and fan appreciation, which can be found in most of their songs. BTS will continue to make new music and albums with deep storytelling concepts, and ARMYs will continue to support and cheer them on, which forms a mutual love and devotion between fans and idols (BTS, 2020). As idols and fans keep supporting one another through their journey, it has allowed for many long-term bonds and cherished memories to form. In conclusion, ARMY has become a great part of BTS’s universe and the K-pop culture, because, without ARMY, BTS would not become the Korean superstars and record-breakers they are today (BTS, 2020).

References

Aisyah, A. (2017). Korean-English Language Translational Action of K-Pop Social Media

Content: A Case Study on Bangtan Sonyeondan’s (BTS) Official Twitter. 3L, Language, Linguistics, Literature, 23(3), 67-80. https://www.researchgate.net/publication/320169115_Korean-English_Language_Translational_Action_of_K-Pop_Social_Media_Content_A_Case_Study_on_Bangtan_Sonyeondan's_BTS_Official_Twitter

BANGTANTV. (2018, March 28). I’d Do It All in BTS: Burn The Stage [Documentary series

video] Youtube. Retrieved from: https://www.youtube.com/watch?v=j6zWwAoEi_w

BANGTANTV. (2018, Aug. 24). Answer: Love Myself. [audio video] Youtube. Retrieved

from:https://www.youtube.com/watch?v=9mwRYgMmSGE

BANGTANTV. (2020, June 11) BTS (방탄소년단) ‘We Are Bulletproof: The Eternal’. [2020

FESTA] #2020BTSFESTA [music video] South Korea: Youtube.

Retrieved from: https://www.youtube.com/watch?v=7UWBYJjuIL0

Big Hit Labels (2017, Sept. 18). BTS (방탄소년단)’ DNA’ [official music video] South Korea:

Big Hit Entertainment. Youtube. Retrieved from: https://www.youtube.com/watch?v=MBdVXkSdhwU

Big Hit Labels. (2018, Aug.9) Epiphany BTS (방탄소년단) Love Yourself 結 Answer:

'Epiphany' Comeback Trailer. [music video] South Korea: Big Hit Entertainment. Youtube. Retrieved from: https://www.youtube.com/watch?v=fIkZOLsnoqY

BTS (2020). BTS: Bighit Entertainment. [Website]. South Korea: BigHit Retrieved from:

https://ibighit.com/bts/eng/

BTS & Unicef (2019) Love Myself Campaign.

Retrieved from: https://www.youtube.com/watch?v=Eo_mo5vA7tw (2019)

https://www.love-myself.org/eng/journey-of-love-myself/ (Website and the campaign started in 2017)

BTS WORLD (2020) BTS WORLD [Website] South Korea: Netmarble & TakeOne Company

Retrieved from: https://btsw.netmarble.com/en/btsworld/info

BTS WORLD Official (2019, June). BTS (방탄소년단) ‘Heartbeat’(BTS World Ost) ‘ MV

[music video] Youtube. Retrieved from:

https://www.youtube.com/watch?v=aKSxbt-O6TA

Choi, S., & Kim, H., & Park, G., (2018). A Text Mining Approach to the Analysis of BTS Fever.

(Electronic article). Retrieved from the website: http://www.pacis2019.org/wd/Submissions/PACIS2019_paper_125.pdf

Lee, Shin Haeng, Tak, Jin-Young, Kwak, Eun-Joo, & Lim, Tae Yun. (2019). Fandom, social

media, and identity work: The emergence of virtual community through the pronoun “we” Psychology of Popular Media Culture. Retrieved from: https://doi.org/10.1037/ppm0000259

McLaren, C., & Dal Yong, J. I. N. (2020). “You Can’t Help But Love Them”: BTS, Transcultural

Fandom, and Affective Identities. Korea Journal, 60(1), 100-127.

Scott, S. (2019). Fake Geek Girls. New York University Press. Retrieved from: Canvas Readings

and SFU Library: https://sfu-primo.hosted.exlibrisgroup.com/primo-explore/fulldisplay?docid=TN_cdi_proquest_ebookcentral_EBC5729156&context=PC&vid=SFUL&lang=en_US&search_scope=default_scope&adaptor=primo_central_multiple_fe&tab=default_tab&query=any,contains,a%20fan%27s%20girl%20in%20resistance&offset=0

Seo, Y & Hollingsworth, J. (2019). BTS’ ARMY of admirers: Inside one of the world’s most

powerful fandoms. [online article] CNN Retrieved from: https://www.cnn.com/2019/10/12/asia/bts-fandom-army-intl-hnk/index.html

Unicef, (2018) BTS Speech at the United Nations: Unicef. [Youtube video]. Youtube

Wickman, G. (2018). Love Yourself: The Message Behind BTS’s Record-Breaking Album

Series. Retrieved from: https://medium.com/bangtan-journal/love-yourself-the-message-behind-btss-record-breaking-album-series-229119e81902

Williams, R. (1983). Popular Culture, Keywords. Oxford University Press: New York

Special Thanks to BTS for inspiring me to write this article