It goes without saying that BTS have experienced a meteoric rise in popularity in the past few years, recently culminating in the release of their record-breaking new album "WINGS". In light of all this success, Big Hit Entertainment CEO Hang Si-hyuk recently sat down for an interview, where he discussed topics such as BTS' popularity, their strengths, and the possibility of tackling the U.S market.
In terms of BTS' rapid rise, the CEO says that there are a number of reasons why they've gotten popular so quickly:
“We strive for a combination of great performances, charismatic visuals, and creating globally trendy music that is easy for Westerners to listen to. Moreover, [BTS] tell their own stories through their music, something that is not often done in K-pop, and they’ve continuously been accessible to fans via global platforms like Twitter and YouTube.”
As for what Bang Si-hyuk thinks BTS' strengths are:
“A big thing BTS excels in is that all members participate in writing, composing, and producing music. Within the team, each member knows exactly what it is that he needs to do, and he does it perfectly.”
Having said that, Bang Si-hyuk doesn't think that the group is ready to expand into the U.S market, stating that the difference in the way K-pop is accepted in Western and Korean markets is too big of a barrier at the moment:
“A K-pop artist succeeding in Korea and getting noticed by the mainstream U.S. market because of the global scale of K-pop is completely different in every way from entering the U.S. market and competing with the mainstream artists there.
BTS has strengths as K-pop artists, and they’ve made it to where they are now by playing to those strengths. Because of this, we will be focusing in BTS’s growth as K-pop artists in the future as well. During that process [of growth], if [BTS] surpasses that critical point and is able to not just be noticed by the U.S., but jump into that market, we would be so thankful, but I think actively preparing for the U.S. market would be biting off more than we can chew.”
With all the success that BTS are currently experiencing, it's probably a question of when rather than if the group will make it in the U.S market!