When BTS members enlisted in the military, it sparked a heated discussion among fans—was this a good thing for their music and personal growth, or was it an unnecessary interruption in their careers?
BTS is more than just a global phenomenon. Beyond the record-breaking sales, sold-out concerts, and endless media buzz, there’s something deeper—something that often gets overshadowed in mainstream discussions. Their artistry, poetry, and powerful storytelling deserve as much recognition as their commercial success. But how do we make that happen?
There’s been a lot of confusion lately about BTS’s comeback timeline. Some fans are worried that HYBE has delayed their return, while others are speculating about behind-the-scenes decisions. Let’s break everything down and clear up the confusion once and for all.
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Published February 20, 2025
Business & Industry Impact
The Art and Business Behind BTS’ Success
What makes BTS such a global phenomenon? Is it their music, their connection with fans, or the genius business strategies behind them? The truth is, it’s a mix of all these elements. If you look at interviews with Bang Si-hyuk (founder of BigHit Entertainment) and Scooter Braun (music executive), a clear pattern emerges—smart planning meets raw talent and passion.
Scooter Braun (CEO of HYBE America) & Bang Si-hyuk (Chairman of HYBE)
The Perfect Balance of Structure and Creativity
Bang Si-hyuk and his team at BigHit laid the foundation for BTS’ success by providing structure, resources, and a solid support system. But the creativity, hard work, and sheer determination? That was all BTS. Unlike traditional K-pop agencies that control every aspect of an artist’s career, BigHit gave BTS the freedom to shape their own brand.
For example, while BigHit encouraged them to use platforms like YouTube and Twitter, it was BTS who decided how to connect with fans. SUGA has often mentioned how they constantly brainstormed ideas and crafted content that felt personal and authentic.
When it came to music, Bang Si-hyuk acted more like a mentor than a boss. He supported projects like Spring Day and IDOL but never dictated BTS’ artistic direction.
"Spring Day" – Released on February 13, 2017, as part of You Never Walk Alone, this emotional track became one of BTS’s most iconic songs, symbolizing longing, loss, and hope.
"IDOL" – Released on August 24, 2018, as the title track of Love Yourself: Answer, this dynamic song fuses hip-hop with Korean sounds, celebrating self-love and confidence.
He even compared his approach to machine learning—experimenting, analyzing what worked, and refining the process along the way. This was a stark contrast to how most K-pop companies operated, where artists typically had less say in their music and image.
The BTS Universe: A Big, Bold Idea
Bang Si-hyuk once told RM that creating a universe—like Star Wars or Marvel—could be a game-changer. That idea led to the birth of the Bangtan Universe (BU), an interconnected world of music videos, webtoons, and storylines.
The BTS Universe (BU), originally the HYYH Series, is a story-driven franchise by HYBE and Big Hit Music, featuring BTS members as characters. Since 2017, it has expanded from music videos to books, a webtoon, a visual novel, and an upcoming drama.
But here’s the key difference: BTS made it more than just a marketing gimmick. Their music and storytelling carried real emotional weight, making the BU something fans could deeply connect with.
Many other K-pop groups have attempted similar concepts, but none have executed it with the same authenticity and depth as BTS. Their themes of youth, struggle, and self-discovery resonated on a personal level, making their universe feel genuine rather than forced.
What Was Scooter Braun’s Role?
There’s often confusion about how Scooter Braun helped BTS break into the U.S. market. According to Braun himself, he was more of a supporter than a mastermind. He opened doors, set up collaborations, and helped BTS navigate the Western industry. One notable example is Jungkook’s hit Seven, which was originally meant for Justin Bieber.
Source: Teen Vogue – This Jungkook Song Was Originally Written for Justin Bieber
However, it was BTS’ hard work, charisma, and organic fan engagement that truly won over global audiences.
A great example of Bang Si-hyuk’s resilience is when he traveled to the U.S. for an important meeting, only to be made to wait three hours before it was canceled. Instead of feeling defeated, he returned to Korea more determined than ever to build something on his own terms. That mindset ultimately led to HYBE’s global expansion.
Redefining the K-Pop Business Model
One of Bang Si-hyuk’s smartest moves was launching Weverse, an artist-fan platform inspired by BTS’ early use of social media.
Weverse, launched by HYBE in 2018 under Bang Si-hyuk’s leadership, connects artists and fans globally through multimedia content, live streams, and interactive posts.
He recognized that while artists were feeding content to platforms like Spotify, they had little control over their fan interactions. So he built Weverse—a space where artists and fans could connect directly. Today, 90% of Weverse users are non-Korean, proving its massive international impact.
Source: Weverse Magazine – The World of K-Pop Translators
HYBE has since expanded Weverse to include other artists, demonstrating that the model works beyond BTS. However, not every artist thrives with this level of fan interaction. Some prefer a more distant approach, like Chappell Roan, while BTS embraces a hands-on connection. This personalized engagement is a huge reason why their fandom, ARMY, remains so dedicated.
Will There Ever Be Another BTS?
Bang Si-hyuk has shared his expertise with Universal Music Group, helping them engineer new groups, but there’s something about BTS that can’t be replicated. Friendship, natural chemistry, and authenticity aren’t things you can manufacture.
Fans can tell when a group is just going through the motions versus when they genuinely care about each other and their music.
It’s also about mindset. A survival show once featured a super talented trainee who struggled under pressure, leading to her elimination. Talent alone isn’t enough—you need resilience, teamwork, and passion. BTS has all three in spades.
At the end of the day, BTS’ success is the perfect mix of smart business strategies and genuine artistry. Bang Si-hyuk built the foundation, but BTS turned it into a masterpiece with their talent, personality, and deep connection with fans. They’ve redefined the music industry, proving that while business sets the stage, it’s heart and dedication that create the magic.
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REWIND
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BTS has always been about more than just music. Their songs carry deep messages, and “Anpanman” is no exception. While it may seem like a fun, energetic track at first glance, there’s a lot more to it. Let’s dive into the meaning behind the song and why it resonates so deeply with ARMYs around the world.
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We talk about BTS a lot—chart-topping records, sold-out stadiums, and industry impact. But sometimes, the conversation strays too much toward commercial success rather than what truly matters: their art. Their music isn’t just entertainment; it’s a reflection of human struggles, emotions, and the things we rarely discuss openly. Let’s take a deep dive into Black Swan, a BTS masterpiece that remains one of their most haunting and introspective works.
Lately, it feels like the BTS fandom has been caught up in so many distractions that we’re losing sight of what made BTS great in the first place. Their success wasn’t just about popularity; it was built on the foundation of quality—quality in music, performances, music videos, and even their expansion beyond K-pop into a global cultural force. That’s something we need to bring the focus back to.