PSY’s 2012 hit song “Gangnam Style” was the first K-pop song to break out on the global stage, bringing attention to the South Korean music industry, and more specifically the K-pop industry. However, it would take another couple of years until K-pop began to establish itself outside of South Korea. At the forefront of this change: boy group BTS. Having started out small under a struggling company, they have since risen to levels unprecedented for K-pop stars, both domestically and internationally. The group’s company,
The beginnings of BTS
Composed of members RM, Jin, SUGA, j-hope, Jimin, V, and Jungkook, BTS debuted in 2013 with the track “No More Dream”. Though initially operating as a group focused on hip hop, they quickly expanded to cover various music genres. The group’s first years saw only mild success; BTS started to gain traction domestically between late 2015 and 2016, with songs such as “DOPE”, “Spring Day”, and “Blood Sweats & Tears”. Internationally, the group’s popularity began to take off in 2017 with their track “DNA”. This gradual rise is reflected in
BTS’s album sales over the years. Though the group officially went on hiatus in October 2022 in order to complete their mandatory military services, there have been several successful solo releases by the members in the meantime, including one which became the
best-selling album by a soloist in 2023.
BTS’s lasting popularity
A 2023 survey found that BTS was still the
most popular K-pop act worldwide several years into their reign, with over 29 percent of respondents choosing the group as their favorite artist. This is not only reflected in their group and solo album sales, but also in their social media following. Both as a group and as individuals, they have many
millions of followers on all the largest social media platforms such as Instagram, one of
South Korea’s most used social media platform. Personal posts, music-related posts, as well as brand deals and ambassadorships receive high online and media exposure. Apart from these lucrative brand partnerships, BTS has also represented South Korea on a diplomatic and political level abroad at official events, even receiving diplomatic passports by former President Moon Jae-in in 2021. This was an unprecedented act and one unique to BTS.
What happens after BTS's hiatus?
With the record-breaking level of success that BTS has had, their influence has grown beyond the music industry and national borders. Now, several years after their breakout, the group continues to be among the most popular K-pop artists. Between their solo releases and the successful return of the first two members, Jin and j-hope, from military service, the group is expected to pick up where they left off in 2025 or 2026.
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