7 Reasons Why We Love BTS
Image: Mok Jung Wook for TIME
J-Hope. Jimin. Jin. Jungkook. RM. Suga. V.
Seven trailblazing members of K-pop BTS boy band, all in their 20’s, smashing records in the world of entertainment.
Only after I volunteered to write this story, did I realize how challenging it was. How does one do justice to the phenomenon that is BTS? I immersed myself in various publications and lost myself in their music videos. I also talked to friends from BTS ARMY (Adorable Representative M.C. for Youth), one of them an official card bearing member. My fascination grew deeper.
What struck me most was this: BTS is an original creative force – a fresh, powerful and purposeful antidote needed by a troubled world. Everyone is enamoured with their boundless talent and authentic and stylish entertainment overflowing with positivity and joy.
Why do we love BTS? I counted seven reasons.
BTS lyrics have the ability to connect across nationalities, gender and age groups. I’ve selected some lyrics (translated to English) to pepper this love story.
1. Healing power of BTS songs
You know it all
You’re my best friend
The sun will rise again
No darkness, no season
Can last forever
(Song: Spring Day, 2017)
ARMY member Marie recounts how Spring Day gave her solace when she lost her spouse in 2017. The first two lines gripped her: “I miss you, when I say that, I miss you more.”
“The song spoke to my heart,” she says. The emotions were raw, the pain unbearable, the winter was long. But the words were not unrealistically optimistic and gave her time to heal. Today, in brighter days, BTS is with her still.
I was fascinated to discover that Big Hit Entertainment, which created BTS, states its corporate purpose as “Music and Artists for Healing.”
In 2011 the South Korean entertainment company declared, “We set this good and necessary goal to heal those around the world who are exhausted and in need of help, through our music and our artists.”
Since the beginning, BTS songs have expressed self-doubt, depression and the oft unspoken truth about societal or mental health issues. The songs grip you when you are lonely, vulnerable, struggling at school, at home, anxiously looking for a job or nursing a wounded heart.
BTS writes lyrics that come from their own sadness and hopelessness. They silence your inner critic, encourage you to love yourself, to spread your wings, to fly.
Image from BTS Official Facebook
BTS stands for the Korean expression Bangtan Sonyeondan (meaning Bulletproof Boy Scouts). According to J-Hope, the name signifies the group’s desire “to block out stereotypes, criticisms and expectations that aim on adolescents like bullets.”
“When I hear people say that when they listen to my music, and feel comfort and are consoled by those lyrics that express these emotions, that makes me feel very good. It’s very encouraging,” said Suga in a famous Rolling Stone interview.
On days I hate myself, days I want to disappear forever
Let’s make a door in your heart
Open the door and this place will await
It’s okay to believe, the Magic Shop will comfort you
(Song: Magic Shop, 2018)
2. Admirable work ethic and teamwork
If you can’t fly, then run
Today we will survive
If you can’t run, then walk
Today we will survive
If you can’t walk, then crawl
Even if you have to crawl, gear up
(Song: Not Today, 2017)
“I think their work ethic is awesome. That can only be because they absolutely love what they do, and that is so inspiring,” gushes KJ, a friend with whom I have watched two BTS concerts online.
“I’m a dancer,” declares Eli. She was as joyful as when I last saw her 15 years ago. “I know the hours required for practice. They are flawless. I appreciate how hard working they are.”
It has been documented that BTS practice a gruelling 12-15 hours a day and there are videos online showing exhaustion accidents and injuries.
It is also well known that BTS members have lived together like a family since 2010. From a four bunk-bed room, they have upgraded to an apartment (3,229sq. ft) in 2017 with four rooms, two kitchens and a spacious living room.
“If there’s a problem or someone has hurt feelings, we don’t just leave it, we talk about it then and there,” shared Suga in an interview with Billboard.
Great teamwork radiates in each body of work involving the artists and scores of others: content creatives, sound engineers, production crew, animation and graphic designers, digital experts and more. It is an ecosystem that Bang Si-hyuk, chairman of Big Hit Entertainment, is compelled to transform to enhance the quality of life for all employees and all members of the music community.
“Teamwork makes the dream work,” expressed the group to Forbes.
3. Authentic Glamour and Realness
I'm the one I should love in this world
Shining me, precious soul of mine
I finally realised so I love me
Not so perfect but so beautiful
(Song: Epiphany, 2018)
Image (L): BTS X Louis Vuitton F/W 2021
Just as I was writing this piece, the Louis Vuitton F/W 2021 video dropped with BTS as brand ambassadors. I was mesmerized: it was stylish, flawless, aspirational. And yet, three weeks prior, I was enjoying the McDonald’s BTS Meal TikTok videos created by the fast-food chain’s crew from all over the Philippines.
“I think that’s their magic,” Marie enthuses. In her day job, she is an advertising and communications planner. “You can see them in sleek designer fashion on one day, but two days later, they are in shorts, socks and slides doing inane things.”
“It’s a dream brand,” states Margot Torres, managing director of McDonald’s Philippines. Once in a generation, a celebrity or brand emerges, travelling seamlessly, appealing to extreme ends of ages, socio-economic levels, nationalities, in a way that is genuine and authentic.
“Whatever they are wearing, they look so good. When I see other artists I want to say ‘Please take a bath!’” Eli chuckles.
Image : Singles Magazine cover from Koreaboo.com
4. New role models who encourage us to embrace our uniqueness
It's just that loving myself
Doesn't require anyone else's permission
(Song: Answer: Love Myself, 2018)
“I am known as the tinted hair chef,” says Erika introducing herself, a proud ARMY member for four years. First, she cut her hair short. Then she bleached it. The security guard at the culinary school where she was teaching kept coming up to her saying, “Ma’am your hair looks so beautiful.” Since then she has coloured her hair blue, purple, orange and hot pink. It was green the day I spoke with her.
Eli is philosophical. “I love it that BTS is redefining masculinity. They are role models for my 11 year-old-son.”
Last year, Eli’s son asked her if he could have his ears pierced. She agreed and took him to a shop.
“Sorry ma’am, we only pierce girls’ ears,” she was told. Eli was shocked. “You can pierce the ears of 4-year-old little girls but not the ears of my 10-year-old son even with full parental consent?”
Eli took her son to another ear piercing shop which, coincidentally, was manned by BTS fans. They were thrilled to serve her son and played his favourite BTS song “Boy with Luv” making it such a positive experience.
Eli continues, “BTS makes no pretensions about who they are. They are candid and emotional. My son is now living in a period where other versions of masculinity exist. BTS confirms and affirms that for me”.
“The labels of what being masculine is an outdated concept. We live in an age where we shouldn't have those labels or have those restrictions,” says RM as reported on Rolling Stone.
5. ARMY is the ultimate fandom
We were only seven
But we have you all now
After seven winters and springs
At the tips of our entwined fingers
Yeah, we got to heaven
(Song: We Are Bulletproof: The Eternal, 2020)
Image (L): TIME - Big Hit
Band member V tells Spotify For the Record: “I think the best part (of the job) is “ARMY”. They’re the reason we perform. And it’s their energy and their support that allow us to keep going.”
ARMY is devoted and nurturing. They translate lyrics, share playlists, blog about the newest music videos within seconds of their drop. Fans bare their souls, share vulnerabilities and support each other. The unrivalled ARMY recently celebrated its 8th anniversary.
“It warms my heart that BTS constantly thinks of us. They stay connected the best they can,” claims Erika.
When Eli decided to be ARMY, she had an “on-boarder” who recommended songs, music videos and important articles to her.
She educated me too: there’s an ARMY fund-raising group that raises money to help younger ARMY pay for Spotify subscription fees. There is also a tutor group where older members help younger ones with their school work to free up time to watch BTS videos. Then there’s a job finding group where ARMY members can post job listings and others apply.
“What BTS puts out as values, the fandom embraces as well,” Eli says proudly.
“This should be the goal of every brand,” Margot asserts. “BTS has created such strong advocates who want to live in the BTS world.”
Margot received letters saying, “Thank you McDonald’s for bringing BTS closer to us.” Customers pleaded, “Please don’t fold the delivery bags” which were creatively fashioned into purses, key chains and phone cases.
In Big Hit’s Corporate Briefing to the Community (yes, its vision, business targets and strategy are made public), it unveiled various initiatives to bring artists and fans closer.
“With BTS and K-pop idols, fans want to be a part of the lifestyle of their beloved idols,” said Bang insightfully. Weverse is a platform that enables this.
Big Hit sees itself as a content powerhouse with shows like Run BTS showing BTS playing games and sports, the Bon Voyage travel show and popular Bangtan Bombs which show behind the scenes footage.
“I’m nerding out on their business model,” gawks KJ, who is actually the CEO of an asset management firm. “When Covid-19 struck and concert tours were cancelled, despite this revenue stream being 30% of their business, other initiatives such as online concerts, merchandise, licensing, games, webtoons, all made up for that loss.”
These are part of Big Hit’s “Artist Indirect Involvement” activities, which help to safeguard their artists’ health whilst providing ARMY with new ways to stay connected.
From the day of the universe's creation and beyond
Through the infinite centuries and beyond
In the previous life and maybe the next too
We're eternally together (DNA)
(Song: DNA, 2017)
6. Sincerity and relevance are core values
Yeah I believe that things will change
No one is perfect
Even this moment has its own meaning
(Song: Lights, 2019)
In a TIME magazine article, Bang said success comes from “their sincerity, consistency and ability to embody the spirit of the times… The company felt (if) they weren’t being genuine, then we would comment.”
In the context of Covid-19, Bang emphasises: “Especially in this work-from-home situation, sincerity becomes important in the absence of face-to-face communication.”
Erika echoes this sentiment, “The work needs to be sincere, otherwise, it doesn’t connect to people.”
Marie shares another angle: “I read somewhere, and completely agree, that it is difficult for other artists to do covers of BTS songs. The early songs especially were borne out of their own personal experiences. Thus, they are unique and other artists singing their songs would not be believable.”
Many songs find listeners where they are. For Marie, “Aside from Spring Day, which helped me grieve, Love Myself became my mantra for 2019. I travelled to Paris and Rome without my children and without guilt.” Today, Marie feels encouraged by Moving On (song released in 2015).
Other BTS songs were launched with a perfect finger on a collective pulse.
“Dynamite came at the time in 2020 when the whole world needed it. It is such an uplifting, catchy, happy song when many were feeling hopeless,” enthuses Eli.
About Dynamite, Suga says, “It’s easy to listen to and it’s easy to enjoy for anybody, anyone of any generation […] And especially with the Covid-19 situation, we wanted to write a song that has bright, uplifting lyrics.”
Dynamite was played in most of McDonald’s Philippines crew videos. "The BTS Meal really energised the whole system; all our partners got on board. It was so welcome against gloom and doom topics such as Covid-19 and politics,” reveals Margot.
7. Voice for social change
There’s more stuff than the beginning
I have more than when I started too
Now let’s take our pride and go toward a bigger world with a bigger dream
A new start, a new beginning
(Moving On, 2015)
Image (L): Love-Myself.org
BTS recognises they have significant influence in the world.
“If we don’t talk about these issues, who will? Our parents? Adults? So isn’t it up to us? That’s the kind of conversation we have [in the band]: Who knows best and can talk about the difficulty our generation faces? It’s us,” said Suga during an interview with Billboard in 2018.
Bang shared in his TIME interview that BTS members “respect diversity and justice, the rights of youth and marginalized people. I think all of these factors worked in their favour.”
Launched in 2017, the Love Myself campaign of BTS in partnership with UNICEF aims to end violence toward children and teens.
“LOVE MYSELF starts with a message to love yourself, but ultimately it’s a message of loving each other and loving everyone,” says V on the Love Myself website.
Image: bts.fandom.com-festa
Image: BTS_official@bts_bighit
In 2018, RM addressed the UN General Assembly. Taking Love Myself a step further he urged the audience, “No matter who you are, where you’re from, your skin colour, gender identity: speak yourself.”
The campaign has helped millions of fans overcome their hardships. “Those stories constantly remind us of our responsibilities.”
“If there’s something I can do, if our voices can give strength to people, then that’s what we want and that’s what we’ll keep on doing” promises Jungkook in a video address to the UN General Assembly last year.
“How they conduct themselves as human beings, the messages they send out to the world, that’s something special,” remarks John Cena, an American wrestler, actor and philanthropist, in a guest appearance on The Tonight Show.
Jimin, Jin and Suga have made personal donations to various causes, too. BTS donated US$1 million to Black Lives Matter, an amount matched by ARMY. “That’s purpose and that’s changing the world,” says John.
“We’re not just a band of fan girls. When I read about the young ARMY, it gives me hope that things may change for the better,” says Erika, who avidly follows how ARMY members all over the world are contributing to social change.
Image: BTS_official@bts_bighit
In BTS’ most recent music video “Permission to Dance” it’s hard not to be affected by the inclusion of sign language for words like “fun”, “dance” and “peace” in the choreography. This conscious gesture of inclusivity has made fans cry, myself included.
Erika continues, “They set a good example and so do the fans. Sometimes they reduce themselves to being the ‘spark’. They say we’re here to spark things; our work seems to motivate people to do the same.”
These are the seven fascinating reasons why we love BTS. All seven work synergistically just like the BTS artists work in perfect harmony. The result is phenomenal. If I could sing, I would choose these lyrics:
You’re the star that turns ordinaries into extraordinaries
One after another, everything is special(Song: Boy with Luv, 2019)
Roxanne | ws
Some most-watched BTS videos:
Spring Day | DNA | Fake Love | Dynamite | Life Goes On | Butter | Permission To Dance | Louis Vuitton F/W 2021