The Uncertain Start of BigHit Entertainment
Before BTS, BigHit Entertainment was known for producing ballad singers like K.Will and Lim Jeong-hee. Idol production was foreign territory. Their first attempt, a girl group named GLAM, debuted in 2012 through a co-production with Source Music. Despite having a reality show and a hip-hop concept, GLAM failed to gain traction. A criminal scandal involving one of its members led to the group’s disbandment, leaving both companies devastated.
BTS: A Risky New Venture
Amid that chaos, BigHit decided to try again—this time with a seven-member boy group: BTS. Formed around RM, a skilled underground rapper, BTS aimed for a hip-hop identity. But the timing couldn't have been worse. The idol scene was dominated by major agencies, and the public ridiculed BTS’s name, calling it outdated and cheesy. Many dismissed the group as "Bang Si-hyuk’s boy band" without much promise.
The Struggles of Being Between Two Worlds
BTS faced a dual rejection: not fully embraced by the K-pop world due to their genre, nor welcomed by the underground hip-hop community because they were idols. Despite their strong skills (members like RM and SUGA had underground credibility), they were often the target of condescending comments from rappers and critics alike. Appearances on variety shows were rare, and BigHit had to work tirelessly just to get them noticed.
A New Path Through YouTube and SNS
Blocked from traditional media, BTS turned to YouTube and social media. They produced behind-the-scenes videos, vlogs, and dance practices, slowly building a digital bond with fans. They weren’t waiting to be discovered—they made themselves discoverable. This was the birth of their loyal fanbase, ARMY, named in irony given Korea’s military service expectations.
2015: The Turning Point
By 2015, BTS matured. They transitioned from school-life storytelling to themes of youth and existentialism through their "HYYH" (The Most Beautiful Moment in Life) series. The music became more melodic and pop-influenced. Tracks like "I NEED U" and "DOPE" gained popularity. Their raw lyrics and knife-like choreography found resonance overseas, especially as global YouTube reactions started to go viral.
Climbing the Charts—Step by Step
Their second studio album WINGS (with hit track "Blood Sweat & Tears") marked a turning point in South Korea. By now, BTS was dubbed "EXO-Bangtan-Wanna One"—the big three of third-generation idols. Overseas, their momentum was even greater. Their concerts evolved from 5,000-seat theaters to 25,000+ stadiums. They charted on Billboard 200 and began reaping real returns.
In 2017, they won Top Social Artist at the Billboard Music Awards, beating Justin Bieber and Selena Gomez. What was once called luck now looked more like strategy and resilience.
SNS as a Survival Strategy
While major companies leaned on legacy media, BTS mastered online fandom culture. They used Twitter, V Live, and YouTube not as marketing channels—but as intimate storytelling tools. They spoke directly to fans, sharing struggles, behind-the-scenes efforts, and victories.
Their message? You grow with us. ARMY wasn’t just a fanbase—it was a movement.
From Underdogs to Icons
Songs like "DNA," "FAKE LOVE," and "IDOL" broke into Billboard Hot 100. Their stage at the American Music Awards stunned the industry. Foreign ARMYs adopted Korean fan culture: organized streaming, massive voting, synchronized chants.
By 2018, BigHit’s revenue crossed 2,100 billion KRW with over 640 billion in profits. They performed five nights at Jamsil Stadium, filled Wembley, and cemented themselves in music history.
Even a Pandemic Couldn't Stop Them
When COVID-19 halted tours, BTS responded with their strength: connection. "Dynamite"—a cheerful disco-pop track with English lyrics—topped Billboard Hot 100. Follow-ups like "Life Goes On" and "Butter" kept the momentum alive.
Their message of hope hit global nerves. And they weren’t done yet.
Legacy: A New Standard for K-pop
BTS changed the rules. They proved that a group from a small company, singing in Korean, could dominate the world. They inspired others to try. Their success brought more visibility to Korean music, fashion, and language than ever before.
They became more than just stars—they became a symbol.
👉 Keep Reading
- Behind BTS, There’s Always ARMY
- “Did BTS Succeed Because They’re Handsome?”
- BTS Documentary “Forever We Are Young” Hits Theaters
📌 FAQ
Q1: Why was BTS originally not accepted by mainstream media?
They didn’t come from a big agency, and their hip-hop identity made them an outsider in the idol scene.
Q2: What was the significance of their Billboard Social Artist win?
It signaled their global digital fandom power, challenging traditional industry expectations.
Q3: How did BTS build their fanbase without TV?
Through consistent SNS content—YouTube, Twitter, V Live—that felt personal and authentic.
Q4: Why is BTS called the 'K-pop revolution'?
They redefined what success looks like in K-pop—breaking into Western markets without conforming.
Q5: What’s next for BTS?
With all members finishing military service by 2026, a historic full-group comeback is expected.