Publications
Publications
- March 2022
- HBS Case Collection
BTS & ARMY
By: Doug J. Chung and Kay R. Koo
Abstract
The South Korean K-pop band, BTS, is shattering linguistic boundaries and reshaping the global music industry. BTS became the first band in Billboard history to simultaneously top the Billboard Artist 100, Billboard Hot 100, and Billboard 200; and the sixth act to have four Billboard Hot 100 No. 1 singles in less than a year. A critical component of BTS’s success has been the efforts of a vast network of very dedicated fans called the ARMY. How did BTS build and grow its devoted global fanbase? Could other artists or even businesses follow BTS’s lead?
Keywords
Entertainment; Music Entertainment; Marketing; Music Industry; Entertainment and Recreation Industry
Citation
Chung, Doug J., and Kay R. Koo. "BTS & ARMY." Harvard Business School Case 522-077, March 2022.