BTS were originally called a “filler” and “experimental” group because they came from a very small company, Big Hit Entertainment, that had little power or reputation compared to the giant entertainment agencies in South Korea. At that time, Big Hit was not even close to the “Big 3” companies (SM, YG, JYP) dominating the K-pop scene. BTS’ debut concept raw storytelling about youth struggles, mental health, and societal issues, was different from the typical polished and safe concepts that bigger companies favored. Many insiders saw them as a risky project that would likely fail rather than succeed.
BTS faced several significant struggles in their early years that shaped their journey to success. When BTS debuted, they were signed under Big Hit Entertainment, a relatively small company with limited resources compared to the major “Big 3” agencies like SM, YG, and JYP. They lacked the huge budgets and marketing power that those companies could provide to their artists. Many people in the music industry viewed BTS as an experimental group with little chance of success. Their unconventional debut concept, which focused on raw storytelling about youth struggles, mental health, and societal issues, was far from the polished, safe image that was favored by the larger companies at the time.
In the beginning, Big Hit was not financially stable. BTS faced difficult circumstances as they often performed with limited budgets, and they struggled to pay for production and other expenses. They were essentially working on a shoestring budget. BTS did not explode onto the scene immediately. Their early albums didn’t perform well commercially, and they faced significant competition from more established groups. The group’s debut single “No More Dream” did not achieve great success, and they faced a lot of criticism and doubt.
Early on, BTS was largely overlooked by the mainstream media in South Korea. They were not given the same level of attention or opportunities as groups from the bigger agencies, which made it even harder for them to gain exposure. Despite their hard work, BTS members often expressed feeling uncertain about their future. They faced pressure from within the company and also dealt with self-doubt as they struggled to make a name for themselves. The constant struggle to meet expectations took a mental toll on them.
Gaining a global following seemed nearly impossible for a group from a smaller label with limited international reach.
The intense schedule, long hours, and constant pressure led to physical and mental burnout for the members. They worked through exhaustion and suffered from the lack of rest, but they pushed through because they believed in their vision and dream. The spoke about their mental challenges and even thought about disbanding in 2018 where member Jin revealed to the audience as they accepted their award during the MAMA Awards.
As they began to make their mark internationally, especially in the U.S., BTS faced language barriers and cultural challenges. They had to adjust their approach, learn English, and find ways to connect with fans in different countries despite not being fluent in the language. One of the major obstacles BTS had to overcome was the absence of a typical “idol” image. They didn’t conform to the standards of “perfect” beauty and behavior that many other K-pop idols had. Their authenticity and rawness were both a strength and a challenge, as they didn’t fit the mold that the industry expected.
Despite these early struggles, BTS remained persistent, and their unique approach to music, combined with their passion and hardworking nature, eventually paid off, leading them to global superstardom.
Fast forward to today, BTS is not only successful, they have redefined what it means to be a global pop group. In the United States, where even major K-pop acts struggled to leave a mark, BTS built an organic fanbase, broke records, sold out stadiums, and topped Billboard charts multiple times. They began competing head-to-head with the two biggest American music companies (like Universal and Sony) on Billboard, on Spotify, and at award shows.
This shook the traditional industry model because BTS proved that artists could succeed without relying on Western validation or the old systems of marketing and radio play. They had the fan power, social media skills, and authentic storytelling that many Western companies had no control over.
The industry was afraid of BTS because they represented a shift in power. BTS and their fandom, ARMY, showed that music could be promoted differently, through sincerity, digital platforms, and direct artist-to-fan communication. This bypassed the old gatekeepers of the music world. BTS’ success threatened the traditional music industry’s control over who gets to become a global star. Their rise wasn’t scripted or manipulated by the old structures; it was built by talent, hard work, and a deep connection with their fans. And for those used to controlling the narrative, that was terrifying.
Here are a few real examples of how BTS disrupted the Western music industry and why it caused fear among the big companies:
Billboard Charts Domination Without Traditional Radio Play
Traditionally, to chart high on Billboard Hot 100, artists needed heavy radio rotation, something gatekept by labels and stations. BTS charted without significant radio support. Their fans organized global streaming, mass buying, and promoted BTS independently. “Dynamite,” “Butter,” and “Permission to Dance” all debuted at No. 1 largely because of pure sales and streaming. This scared industry insiders because it showed that with strong fandom and online strategy, you could beat the system without paying millions for radio promotions.
Selling Out Stadiums with No Western Opening Act or Major Label Help
Groups usually needed local American opening acts or partnerships with giant US companies to draw crowds. BTS sold out stadiums like the Rose Bowl, MetLife, and Wembley with only their name. No English album at the time, no mainstream American PR machine behind them. This success proved that word-of-mouth and fan engagement could fill 50,000+ seat stadiums. Big labels realized they were losing control over what music fans considered “worthy.”
Winning American Awards Based on Fan Votes and Global Popularity
BTS started winning at the Billboard Music Awards, American Music Awards, and eventually were nominated for Grammys — despite many industry figures dismissing them. Awards shows, which traditionally favored Western artists, saw BTS winning because of massive global voting power and undeniable popularity. It exposed how “rigged” some award processes could be and how real global demand could not be ignored anymore. BTS did not fit the mold of what American companies were used to promoting, yet they won through authentic love from fans.
In short, BTS flipped the industry upside down, they showed you do not need traditional media to make history and showed that sincerity and direct fan engagement could overpower millions in traditional marketing. And most of all, BTS made it clear that music is truly universal and not just controlled by the Western industry anymore.
BTS has achieved tremendous success both in South Korea and internationally, breaking records and becoming a global phenomenon.
Achievements in South Korea
1. Chart-Topping albums and singles:
BTS has consistently topped the Gaon Chart (South Korea’s equivalent of the Billboard charts). Their albums, such as The Most Beautiful Moment in Life, Wings, and Map of the Soul: 7, all reached #1 on the Gaon Albums Chart. Their singles have also done extremely well, with hits like “Blood Sweat & Tears,” “Spring Day,” and “Dope.”
2. Record-Breaking wins at the MMA Awards, Golden Disc Awards, MAMA Awards:
BTS has won numerous awards at major South Korean award shows, including Artist of the Year at the MMA and Golden Disc Awards multiple times. They have received recognition for their influence on K-pop and their musical contributions.
3. Unprecedented popularity and influence:
BTS is often referred to as the “National Group” in South Korea due to their widespread popularity. They have consistently broken records in terms of album sales, online streaming, and social media engagement. Their songs and albums have resonated deeply with South Korean fans, particularly for their authentic storytelling and relatable messages. The government decided to award all the members of BTS with the order of merit, as they have contributed to spreading Korean culture and language to other countries. South Korea’s parliament has passed a bill allowing the biggest K-pop stars, such as BTS, to delay their compulsory military service until the age of 30.
4. Impact on the Korean economy:
BTS’ global success has significantly impacted South Korea’s economy. According to reports, BTS contributes billions of dollars to South Korea’s economy through tourism, merchandise sales, and their global influence. The group’s influence has been recognized at the highest levels of government.
5. Setting records for group and solo achievements:
BTS has set numerous records in South Korea, including the highest sales ever for a K-pop album with Map of the Soul: 7. Members also broke records with their solo projects, such as Jimin’s “Lie” and V’s “Singularity”, which received great critical and commercial success. Jimin’s album “FACE” and “MUSE” albums, Jung Kook’s “GOLDEN” album surpassed 1 Billion streams on Spotify.
6. Sociopolitical influence:
BTS has used their platform to address social issues and mental health, making a significant impact on the younger generation in South Korea. Their campaigns, like the Love Myself campaign, aim to end violence against children and adolescents. They have been recognized for their positive influence on South Korean youth and culture.
Achievements in the Western Industry
1. Billboard Hot 100 Success:
BTS made history on the Billboard Hot 100 chart, with songs like “Dynamite” and “Butter” hitting the #1 spot. “Dynamite” made BTS the first all-South Korean group to reach the top of the chart, and it remained there for several weeks. Their singles have consistently charted high on the Hot 100, with multiple entries in the Top 10.
2. Billboard 200:
BTS has also dominated the Billboard 200 (albums chart), with Map of the Soul: 7 and BE reaching #1. They became the first K-pop group to top the Billboard 200 with a full album. BTS’ ability to consistently chart in the top 10 of the Billboard 200 is a major achievement in the Western market.
3. Record-Breaking streaming success:
BTS has broken streaming records, particularly on platforms like Spotify and Apple Music. Their song “Dynamite” became the most-streamed song in a single day on Spotify and continues to dominate streaming platforms worldwide.
4. Awards and recognition:
In the Western industry, BTS has garnered numerous American awards, including Billboard Music Awards, American Music Awards, and MTV Video Music Awards. They’ve won Top Duo/Group at the Billboard Music Awards multiple times and have been recognized for their global influence and cultural impact.
5. Performances at major Western award shows:
BTS has performed at prestigious Western events such as the American Music Awards (AMAs), Grammy Awards, and Billboard Music Awards. In 2021, they performed “Dynamite” at the Grammy Awards, marking their first performance at the prestigious ceremony. They’ve also made history as the first K-pop group to be nominated for a Grammy.
6. “Dynamite” as a Global Hit:
“Dynamite,” BTS’ first all-English track, achieved massive success in the U.S., becoming the highest-charting song by a K-pop act on the Hot 100 and securing a Grammy nomination for Best Pop Duo/Group Performance. The song also broke records for YouTube views, with the music video reaching 100 million views in just 24 hours. BTS are now 5 time Grammy nominated artists.
7. Cultural Ambassadors:
BTS has become a symbol of cultural diplomacy, with their music bridging cultural divides between the West and East. In 2020, they were invited to speak at the United Nations General Assembly as part of their “Generation Unlimited” initiative, advocating for youth empowerment and self-love. This was a significant milestone in their international recognition.
8. Billboard Hot 100 Milestones:
BTS continues to break records on the Billboard Hot 100. Their collaboration with Halsey on “Boy With Luv” and their solo hits have further cemented their place in the Western industry. They are the first K-pop act to regularly chart multiple songs in the Top 10 of the Hot 100. Their songs, “Dynamite,” “Butter”, “Life Goes On”, have topped the Billboard Hot 100. Jimin and Jung Kok have topped the Hot 100 chart as solo artists.
9. Sold-Out Stadiums and world tours:
BTS has sold out major arenas and stadiums across the world, including iconic venues like Wembley Stadium in London and SoFi Stadium in Los Angeles. Their Love Yourself and Map of the Soul tours were record-breaking, with their shows consistently drawing massive crowds worldwide. J-hope sold out 2 nights at the BMO Stadium in the US. SUGA’s tour broke records as a rapper in the US and as individual.
10. Unprecedented fan engagement
BTS has cultivated a dedicated global fanbase called ARMY, which is incredibly influential in supporting their music and messaging. Their fan engagement, through social media platforms like Twitter, Weverse, and VLive, has allowed them to reach millions of fans and engage directly with them in ways few artists have ever done.
BTS has achieved what many thought was impossible for a group from a small company. Their ability to transcend language barriers, connect with fans around the world, and break records in both South Korea and the Western industry has solidified their place in music history. Their achievements have not only redefined the global music landscape but also opened doors for K-pop groups to follow in their footsteps.
The people I admire and look to for advice are the 7 members of BTS, Jin, RM SUGA, j-hope, Jimin, V and Taehyung.
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