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  • March 2022
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BTS & ARMY

By: Doug J. Chung and Kay R. Koo
  • Format:Print
  • | Language:English
  • | Pages:43
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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.
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About The Author

Doug J. Chung

Marketing
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  • The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
  • Time Dependence and Preference: Implications for Compensation Structure and Shift Scheduling By: Doug J. Chung, Byungyeon Kim and Byoung G. Park
  • How to Shift from Selling Products to Selling Services By: Doug J. Chung
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