This is BTS DNA

by Sung Chul Kim, Ji Hyun Ryu (Editor), Eun Seo Choi (Translator)

THIS IS BTS DNA : The Secret of BTS Contents and Social Power How could the BTS succeed beyond Korea globally? An analysis of various online content and communication activities including music, video, and postings In 2017, BTS grew into a K-pop group that has gained global attention by winning the Billboard Music Awards and performing solo at the American Music Awards. While various factors are cited as the background of BTS' global success, such as authentic music and splendid performances, active social media activities are also cited as key reasons for the formation of strong global fan. However, it can not explain all of the BTS' extraordinary success just because most K-pop groups put a lot of effort into using social media and communicate with their fans. This book pays attention to this point. They dig deep into how BTS;' contents and social media activities were special and how their powerful social influence was formed. Starting with his career as a journalist, the author has been engaged in related communications such as online content planning and social media channel management for nearly 10 years at CheongWaDae(Korea President's office) and Samsung Group. Based on years of hands-on experience, the author analyzed the BTS' music, various online video clips, Twitter postings, Internet broadcasting and other online contents and social media activities in depth. The book presents three core DNA "Country Bumpkins", "Dreams" and "Growth" that attracted the public while penetrating the entire contents of the bulletproof youth group. "Country Bumpkins" is the starting point of BTS members' personality, which defines themselves in the lyrics of various songs, mostly from rural areas. In addition, it provides a clue how the K-pop boy band BTS from the periphery of global pop music, have come to the attention of the U.S. beyond Asia. "Dreams" begin with their debut song " No More Dream" and forms the backbone of the world of BTS' music. The process that each member has tried to realize, as well as the various dreams, has been highly appealing to the same generation of youths. And all the stories and contents about "Country Bumpkins" realizing "Dreams" are connected with DNA called "Growth". The book explores the DNA of "Growth" based on the song "Move on" and the second regular album "Wings". In addition, the book categorized the enormous online contents of BTS as ① Unofficial Music Releases, ② music videos, ③ Everyday Vlogs "BANGTAN BOMB", ④ Team Twitter Accounts, ⑤ Internet Programs, and ⑥ Fan-made Content. This book also mentioned the real self message, exciting fun, multi-layer and detailed contents planning as the background behind the strong social influence of BTS. Through this book, the author can expect that BTS will not only be a successful idol group, but also a new communication model that can develop our society at social media era. The author said " The activities of BTS in the book are not limited to the status of the pop music scene, but also to our world as a whole".

143 pages, Kindle Edition

Published May 14, 2018

Reviews

[Dat Fids · Rating 5 out of 5]

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