Bangtan is Coming for You, America

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BTS (방탄소년단). 2017. Photo courtesy of BigHit Entertainment.

Let me preface this by saying that, yes, I am somewhat a BTS fan. But no, I am not an ARMY. Like some of the groups I listen to, there are quite a few reasons why I tend to avoid their fandoms and sometimes have a love/hate relationship with their companies. But I digress…this is not about the ills of Kpop. This is about how BTS is coming for America.

And none are prepared.

In all seriousness…when is anyone ever prepared for Bangtan? 피 땀 는물 (Blood, Sweat, and Tears) came out and fans just about lost their minds. Honestly, you should’ve seen the views (and comments) skyrocket in a matter of moments. Although it wasn’t the first time, this particular music video (MV) reminded me that YouTube is clearly not prepared for repetition of a single MV during comeback season. YouTube actually freezes the view count thinking some to be spam.

Maybe on another video, YouTube. These views, regardless of the short time frame, are real. I promise you they are.

(That goes for most MVs of Kpop groups during a comeback. Just look at Monsta X, Twice, Seventeen and EXID’s recent comebacks and the number of comments about frozen views.)

Billboard thought they were prepared for Bangtan, but they seriously (and I do mean, seriously) underestimated the power of Kpop fandoms. They thought they were handling fans well with Justin Bieber and Ariana Grande. Let me tell you a little not-so secret: fandoms roll deep (internationally). Good or bad, they will stand (emphasis added) their group and some will even bulldoze a path for their group to get to the top.

And that was just for an award from social media. Now you’re putting this group on local news stations AND having them perform.

So again I tell you, you are not prepared.

Kpop groups, Bangtan included, get just about as many views for their dance practice videos as their official MVs. Non-kpop fans are about to be dazzled by colors, J-Hope’s hair flips, and about 5 million hours worth of practice. Not to mention that you caught them JUST after releasing a new single and album (full-album, too) that’s already pretty Westernized (along with the “name change,” which is a whole separate discussion). I guarantee there will be new people tuning in to the American Music Awards tomorrow who wouldn’t normally watch it.

Now the question(s) of the weekend: will you watch just for BTS (and apparently GOT7’s Jackson is supposed to attend as a representative for China’s Alibaba Tmall)? Are you hyped for their performance? Do you prefer English versions of their songs or the original? What do you think about this American takeover business? Let me know in the comments!

Well, whatever you watch/do tomorrow night, just remember, stay legit my peeps.

Nyke

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