Korean boy band BTS awakened a passion in their fans unlike anything the music industry has seen before. Both the band and the fans, the BTS ARMY, were rewarded with multiple MTV EMA wins this evening. Their success is a model of a new music industry in which fans are fundamentally empowered.
, the digital distribution company he co-founded in 1997. The atmosphere was tense, he recalls, and heads were about to roll.
"I came into the office, and everyone was freaking out because there was this billboard in London announcing BTS. We didn't have the budget authorized, so the question was asked, 'Who spent all that money on billboards?' But no one would admit to it!"A billboard for The Orchard's clients BTS had been posted using different fonts and artwork to their current campaign, and this was in a big-budget prime location in London.
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