According to #ThisHappened2020 Twitter report, BTS continued to rule #KpopTwitter and emerged as artiste with most Retweeted Tweets in music in India this year. Justin Bieber, Taylor Swift and Selena Gomez were other global artistes who led music conversations in the country.

Among Indians, Himanshi Khurana, Thaman S and Armaan Malik topped conversation charts this year on the service. Himanshi has emerged as the most mentioned Indian music artiste of 2020 on Twitter.

BTS was also the most mentioned K-pop artiste of the year in India, followed by Exo and Black Pink.

Justin Bieber is the most mentioned global music artiste of 2020 in India, followed by Taylor Swift and Gomez.

The results are based on the total number of retweets /likes /quote tweets by Twitter accounts in India between January 1 and November 15 this year.

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Being the world’s biggest global phenomenon is no small feat. Just a few years ago, it was difficult to imagine a boy-band from a small country in Asia, who sings in a completely unfamiliar language, would inherit the throne previously held by the likes of Michael Jackson , Backstreet Boys and One Direction, all of them singing in one of the most common languages, English.

Young adults, teenage boys and girls, even for kids, BTS aka Bangtan Sonyeondan which translates to Bulletproof Boy Scouts,is an inspiration. A group of seven young men, grabbing attention all over the world. A closer look at BTS’s music and message shows that even calling BTS a “boy band” may be an understatement.

The term boy band is product of western pop music history and carries with it a certain set of assumptions. The term was used to denote a pop act made up of good-looking young men, performing music created by an imperious producer. Their target audience was teenage girls, toward whom the boy band’s music and messaging would be directed.

The lyrics were usually saccharine, and the songs were about entering into, or exiting from, a romantic relationship with a young woman. Typically, music from boy bands was rarely adventurous, and consisted of easy and predictable bubblegum pop tunes.

Like other boy bands and K-pop idol acts, BTS is a group of good-looking young men performing music that leans heavily on visual aesthetics. But that is where the similarities end, as many of the common assumptions about boy bands are inapplicable to BTS. Unlike the previous boy bands , BTS operates on a different model that allows them to reach a larger range of audience.

When Bang Si Hyuk started Big Hit Entertainment in 2005, he faced a challenge especially from the three established record companies of South Korea- SM Entertainment, JYP Entertainment and YG entertainment- which formed in the late 1990’s.

To dominate South Korea’s ultra- competitive, 4.7 million dollar K-Pop industry, a start-up like Big Hit had to do something different to break through.

That is where the social media comes into play. The internet- social media in particular – has played an enormous part in the success of the group and the members completely agree with that. Big-Hit knew it well and they launched BTS social media strategy well before-hand their debut in 2013. Especially at a time when social media was just there for namesake.

Interestingly, BTS were one of the first K-Pop groups on Twitter. BTS used internet-influencer- level social media activities to turn their professional, onstage personas into something more relatable. They probably did so without realising it themselves.

It is not just clever planning and marketing by the parent company and good music has contributed to group’s meteoric rise. The credit also belongs to one of the world’s most powerful fandoms called Army.The Army fan is a huge global force. Even the Big Hit agrees that BTS success come from putting the fans at the centre of its business model. It is also important to note that BTS and their relationship with ARMY is hugely personal.

The world is trying to process BTS’s sudden rise. They emerged out of the blue and became a huge success. That is why their emergence is likened to the Beatles. Their success can’t be pinned down to one factor. Timing, clever marketing, relatability and a powerful fandom, fuelled their success.

Now BTS is one of the music industries’ most interesting case studies.

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Billboard’s Hot 100 list combines all-genre U.S. streaming, radio airplay and sales data. “Dynamite” has brought BTS on the top 10 list for the fourth time.

Dynamite is also You Tube’s most-viewed premiere video. The music has garnered over 266 million views so far.
The Korean pop septet comprises J-Hope, Jungkook, Jimin, Jin, RM, Suga and V, recently also released the acoustic, instrumental, EDM and B-side versions of “Dynamite”.

Members of BTS have said they were in “tears”, after becoming the first all Korean pop act to top the Billboard 100 singles chart.

Jimin, one of seven members, said “tears kept coming”, adding in a tweet that he “didn’t know what to say”.
Another member Suga simply posted a string of crying emojis.

Dynamite broke records soon after its release on 21 August, with its pastel-coloured dance-heavy video reaching 101 million views on YouTube just 24 hours after its release.

The group said they wanted the song to convey “positive vibes, energy, hope, love, purity, everything”.

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A list of which regions are expected to have “Break the Silence”on which date has gone up at www.btscinemas.com . The announcement inevitably cautions that “dates vary per territory and (are) subject to change based on the status of local cinema reopening.

The release of Break the Silence in India is tentatively scheduled on September 24 as the cinema halls in the country are yet to be reopened. Last year, Bring the Soul, the third film, was released pan India across over 200 screens for a limited time.

In Kerala, where the band has a good number of die-hard fans, their first concert movie Burn the Stage screened at a multiplex in Thrissur, last year, was immediately sold out. It prompted the theater that was initially reluctant to hold even one show, to hold two more shows.

Break The Silence has been described as the ‘untold story of BTS’ and will document their past eventful year. It chronicles the “Love Yourself: Speak Yourself “world tour, which took place in venues from Wembley Stadium in London to the RoseBowl in the United States.

The concert movie will shed light on BTS throughout the show-stopping tour, exploring each band member behind the curtain. Fans will get to see another side of BTS as the band begins to candidly tell personal stories they have never voiced before.

It will follow 2019’s record-breaking release of Bring the Soul: The Movie, which reached a box office collection of $24.3 million and saw 2.55 million tickets sold across 112 territories around the world.

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