.BTS_twt gets candid about their busy workload, business innovations, and the future of the band. Go inside the business of BTS — and the challenges ahead — in the BTSxBILLBOARD cover story.
this year. As the sounds come closer, a dozen-strong posse, all wearing face masks, passes by.
In 2014, BTS was handing out free tickets on the streets of Los Angeles to perform to a crowd of about 200 at West Hollywood’s Troubadour. Three years later, at the 2017 Billboard Music Awards — the first time the group says it witnessed the power of U.S. fandom — it won top social artist, breaking Justin Bieber’s six-year streak. By the following year, BTS was selling out stadiums around the world and regularly breaking records: five No.
On top of these pressures, both the group and the agency are coming under scrutiny for BTS’ recent chart successes, which fans of some competing acts say are achieved through concerted “manipulation” antithetical to the charts’ purpose of accurately highlighting the world’s most popular acts.
To anyone paying attention, this isn’t a shock. Back in 2018, after winning the top prize at the year-end Mnet Asia Music Awards ceremony, most of BTS broke down in tears at the podium, and Jin confessed that they had considered breaking up earlier that year due to emotional hardship. Recalling that moment today, the band insists quitting was never seriously on the table but admits its members have suffered from burnout.
But just how much they’ll do has recently come into question. Through above-board means, ARMY has long exploited loopholes in music chart rules to propel BTS singles’ performance.’s rules, for example, allow people to buy a certain number of versions of songs or albums per week, and any sales per version exceeding that cap do not contribute to the artist’s weekly sales total or chart placement.
ARMY’s crowdfunding efforts are certainly near legendary at this point. As screen grabs of account balances and bulk purchase receipts on Twitter reviewed byshow, BTS fans use PayPal to pool money from ARMY around the globe and make the purchases that will count toward U.S. sales. “ARMY WHERE ARE YOU??” @borakore52 asked in an Aug. 5 tweet.
HYBE has also become a major investor in Fave, a new superfan-engagement platform that on Aug. 18 onboarded ARMY. According to CEO/founder Jacquelle Amankonah Horton, HYBE is especially interested in Fave’s marketplace feature, which allows fans to create and sell unique artist merch. “They realize that fans are interested in each other, want to hang out with each other, and there’s a way to make money from fans [making] things,” says Amankonah Horton.
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