Fandom 50 S4 Post 4: BTS as a brand.
Mar. 17th, 2026 12:27 pm![[personal profile]](https://www.dreamwidth.org/img/silk/identity/user.png){kind=small}
glitteryvLet me start with the obvious: the title IS hella clickbait-y (which I sort of get cuz it works in making ARMYs, casuals, locals, AND antis check the video out). However, let me "spoil" that the YouTuber answers the question almost as soon as the video begins with a resounding "yes, they are!"
ANYHOO, this is a 12-min video in which the YTuber breaks down what makes BTS so popular from a branding perspective. I appreciated the even tone (IHNI if they're an ARMY or casual, but it's pretty easy to tell that they're not an anti either) from beginning to end. There was what, to some, might feel like an interesting comparison: at some points, the video compares BTS' fame and fandom with Taylor Swift's. The truth of the matter is that they're peers, but I digress.
Another thing I liked was the observation abt how BTS' upcoming comeback is shifting things. It's gonna be v. interesting to see if the rest of the Kpop agencies and artists will follow OR if they'll stick with the usual patters. FTR, neither approach is better than the other (and, ofc, finances play a huge factor too.) But there we are.
ONE slight correction: toward the end, the YouTuber mentions that BTS has "changed their logo" as part of their comeback. This is 100% incorrect. What they're talking abt is the three red circles that turned out to be part of the album's cover + the marketing logo. It was designed by Jungkook.
ANYHOO, this is a 12-min video in which the YTuber breaks down what makes BTS so popular from a branding perspective. I appreciated the even tone (IHNI if they're an ARMY or casual, but it's pretty easy to tell that they're not an anti either) from beginning to end. There was what, to some, might feel like an interesting comparison: at some points, the video compares BTS' fame and fandom with Taylor Swift's. The truth of the matter is that they're peers, but I digress.
Another thing I liked was the observation abt how BTS' upcoming comeback is shifting things. It's gonna be v. interesting to see if the rest of the Kpop agencies and artists will follow OR if they'll stick with the usual patters. FTR, neither approach is better than the other (and, ofc, finances play a huge factor too.) But there we are.
ONE slight correction: toward the end, the YouTuber mentions that BTS has "changed their logo" as part of their comeback. This is 100% incorrect. What they're talking abt is the three red circles that turned out to be part of the album's cover + the marketing logo. It was designed by Jungkook.
