Second, the Korean president choosing to present the group via their new political duty at the UN is a shortcut to delivering Korea’s message to other nations. First, making a K-pop idol group a part of the official delegation to a multilateral platform like the UN asserts how K-pop has become a poignant tool in the public diplomacy plan, formally announced in 2017 by Korea's Public Diplomacy Act. The Moon Jae-in administration made a historic move to appoint BTS as “Special Presidential Envoy” to attend the 76th United Nations General Assembly on September 20, 2021, where they performed their latest track, “ Permission to Dance“ and gave speeches on the theme of "SDG Moments." This should be considered a game changer in the way that South Korea deploys its soft power resources. I think all of these factors worked in their favor.”īTS’ approach to both music production and public presentation thus has turned the group into a rare K-pop act brimming with high credibility, making the group an ideal message conveyor for Korea’s public diplomacy. They respect diversity and justice, the rights of youths and marginalized people. They don’t shy away from speaking about the pain felt by today’s generation.
“Ever since BTS’ debut, they’ve never suddenly switched gears or changed pace. As Bang Si-hyuk-the mastermind behind the birth of BTS- stated for TIME Magazine: Making a K-pop idol group a part of the official delegation to a multilateral platform like the UN asserts how K-pop has become a poignant tool in the public diplomacy plan, formally announced in 2017 by Korea's Public Diplomacy Act.īTS’ authenticity shines through the world of manufactured idols, which helps the group reach a global audience, especially the U.S.
Their consistency in pursuing this path is what differentiates the group from the notorious fabricated music industry of K-pop. For instance, the song “Young Forever” sends a comforting message to young people in despair whose dreams meet obstacles, as the chorus repeats, " I have reasons I should love myself." In BTS’ music, relatable messages are featured in most of their hit songs. Unlike other groups, the members of BTS are often actively involved in music production, especially in writing lyrics in which they embed their own voices to address multiple social issues.
#BTS DEBUT ROLES FREE#
While K-pop idols are often attributed with specific roles to act in a group and their music is pre-determined by their management company, BTS members are free to express their thoughts by choosing their own music and writing their own lyrics. What significantly differentiates the group from other K-pop idol bands is how these seven young boys dare to go off the beaten track of the notorious " idol manufacturing process" of the Korean music industry. Moreover, the band can reach millions of fans across the globe through its “ devoted fandom with an unrivaled level of organization,” namely its "ARMY." The band’s structured and united fandom creates a network of communication, fostered by social media, where messages are disseminated rapidly.
Financially speaking, BTS set a record in its gross value that hit $170 million USD in 2019, which exceeded any American band except Metallica, according to Forbes. BTS as UnprecedentedīTS is surely not the first success story of a K-pop idol group to gain worldwide popularity but is an unprecedented one regarding their potential to become a poignant tool for South Korean public diplomacy. Their presence at the 76th UN General Assembly as a representative of South Korea alongside South Korean President Moon Jae-in signified an unprecedented and strategic move of the country in exercising its attractive cultural capital. What comes to mind when you think of a K-pop idol band? Colorful music videos, catchy melody, unknown lyrics, stunning visuals and amplified fan chanting? Yes, and add the formal title, " Special Presidential Envoy for Future Generations and Culture" to describe the sensational global multi-billion-dollar icon “BTS” or Bangtan Boys.
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