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  • In 1964 an English boy band called The Beatles made its television debut

  • and changed the face of the music industry forever.

  • More than 50 years later another foreign import is doing it again.

  • Meet BTS a seven member South Korean boy band from Seoul.

  • The band has sold millions of albums and is one of the most watched artists

  • on YouTube.

  • Not to mention their stadium shows around the globe have quickly sold out.

  • It's estimated that BTS is worth about 3.6 billion

  • dollars per year to the economy of South Korea and more than 1 billion

  • dollars in consumer exports.

  • The idols as South Koreans call its megastars were the reason that 1 in

  • every 13 foreign tourists visited the country in 2017.

  • BTS even partnered with visit Seoul on a tourism campaign.

  • which were featured in videos for the campaign have become hot spots for

  • tourists.

  • Should beaches maintain their popularity they could generate 37 billion

  • dollars in economic value for South Korea over the next 10 years.

  • So how did BTS break the mold in South Korea and jump to the top of the

  • charts in the U.S..

  • BTS wasn't an overnight sensation debuting in 2013 the K-pop group took its

  • name from a Korean expression "Bangtan Sonyeondan" which translates to

  • "Bullet Proof Boy Scouts."

  • Although the acronym has since morphed to stand for beyond the scene a nod

  • to how connected the band is to its loyal fans known as "Army.".

  • So what is K-pop anyway.

  • K-pop is short for Korean pop or Korean popular music.

  • It's a music genre that blends together electronic, hip-hop, pop, rock,

  • R&B, and even rap.

  • The genre can be traced back to the early 90s but rose to popularity in the

  • 2000s.

  • It has since grown into a 5 billion dollar global industry.

  • Typically K-pop groups have gained a foothold in South Korea and throughout

  • Asia before trying to expand to a global audience.

  • But when they did travel abroad these trips were actually detrimental to

  • many of their careers because it ripped them out of the spotlight in their

  • home country.

  • So previous generations of K-pop idols Korea very much depended on TV as a

  • platform whereas BTS used social media to really kind of make themselves

  • available and visible and that can be done anywhere in the world.

  • But BTS did things a little differently.

  • The boys of BTS were signed to South Korean entertainment company Big Hit

  • Entertainment who had conducted the auditions that brought them together.

  • The group spent several years refining their dance moves and sound before

  • debuting in 2013.

  • Two band members Jimin and V hailed from the Korean Arts High School in

  • Seoul a private educational institution that has many K-pop idols as

  • alumni.

  • The school closed in February 2019 however as it was unable to keep up with

  • new and strict laws and decided to stop taking students.

  • Other performing arts high schools sometimes called K-pop schools remain.

  • Here young South Korean students practice their dance moves and polish

  • their vocal skills.

  • The boys hail from cities and towns from all over South Korea and were

  • brought together through a series of auditions in 2010 and 2011.

  • Big Hit Entertainment was on the brink of bankruptcy in 2007.

  • However it wasn't until BTS's launched that Big Hits' financials really

  • turned around.

  • By 2018 the company's profit soared 97 percent from the year prior hauling

  • in around 57 million dollars.

  • Revenue rose 132 percent from 2017 to 2018 and the company's net income

  • rose 105 percent year over year.

  • Much of this growth was due to how Big Hit first marketed betas to the

  • public.

  • Yes kind of circumvented traditional model of the viewing on TV music shows

  • and gaining visibility and rather they took a route of reaching out to

  • global fandom through social media directly.

  • So it is a band that gained fame and popularity overseas even before they

  • became superstars in Korea itself.

  • The band was given full control of their social media presence and we're

  • encouraged to live blog their practices and daily lives.

  • Social media has been playing a tremendous role not only into Korean Wave

  • but also in exchange and propagation of culture.

  • In fact Korean Wave including K-pop, K-beauty, K-food, movies, and games is

  • a worldwide trend now because of the social media and a U.S.

  • market is no exception.

  • In recent years the millennials have spent enormous time on social media

  • and a massive cultural content has been consumed especially the expansion

  • of Korean Wave on YouTube is the most powerful driving force.

  • Notably, none of the band members have their own individual accounts on

  • social media.

  • There's just one band account meaning the group's fan following is

  • concentrated on one account per platform.

  • On Twitter the band has more than 20 million followers on Instagram more

  • than 19 million.

  • And YouTube has just over 20 million as of July 2019.

  • This massive fan base isn't concentrated in one country or region; it's

  • global.

  • And that has been a major factor in BTS's success.

  • Their record label even gave the boys latitude to create their own solo

  • music.

  • BTS first arrived in America in 2014, to be part of a South Korean reality

  • TV show called "BTS American Hustle Life" which aired on a South Korean

  • network.

  • The show centered around the band living in L.A.

  • while learning more about Western culture and rap music from industry

  • veterans Warren G and Coolio.

  • Later that year BTS became the youngest artist to play L.A. K-con

  • on an annual festival that features the biggest K-pop superstars.

  • This performance garnered the group a lot of attention.

  • In 2017, BTS received its first billboard music awards for top social

  • artist. Nominees are artists that fans engage with the most on social

  • media.

  • The first one at the Billboard Music Awards in 2017 was a total shock to

  • the majority of U.S.

  • media because BTS captured the top social artist overtaking superstars

  • such as Justin Bieber and Selena Gomez.

  • The Beatles were from Liverpool not from a rich background.

  • BTS is very similar.

  • Their daily lives it would be in the delivery room with friends every day.

  • They show that their lives are not much different from ours.

  • They are the same as us, they are real.

  • Otherwise they would never be able to gain this level of popularity.

  • The band also gained notoriety for their show stopping choreography and

  • highly stylized music videos.

  • In May 2019, at MetLife Stadium in New Jersey nearly 100,000 people showed

  • up to watch the band perform shelling out between 55 and 250 dollars per

  • ticket.

  • Sales from the two shows reach more than 14 million dollars.

  • Earlier that month in Chicago attendance was around 88,000 at Soldier Field

  • over the two performances.

  • The band hauled in 13.3 million

  • dollars in ticket sales.

  • For comparison, Taylor Swift also played at Soldier Field earning 14.5

  • million dollars for two performances in front of one hundred and 5000 fans

  • each night.

  • Swift also played at MetLife Stadium, earning 22 dollars for three

  • performances playing to crowds of over 165,000 thousand.

  • In 2018, BTS has earned its first platinum certification for its song "mic

  • drop" and its first gold album for "Love Yourself: Answer."

  • Answer debuted number one on the Billboard 200 chart and was recognized as

  • the best selling album ever on South Korea's Goan Chart.

  • There are so sung not about love or broken hearts.

  • It's about identity, confidence, and loving oneself.

  • It is socially conscious message that's why we pull their music the music

  • of this generation.

  • This messaging is especially important as the K-pop industry has become

  • mired in scandal in recent years.

  • In early 2019 a number of prominent K-pop idols were named as being part of

  • an online group that shared sexually explicit videos of women filmed

  • without their knowledge or consent.

  • Many K-pop fans in Korea are discontent with labelling bikinis as

  • K-pop acts because they think BTS is more than K-pop and beyond K-pop.

  • Particularly at this moment when K-pop world in general is mired in very

  • severe scandal involving sex trade, rape allegations, and illegal drug

  • sales and what not.

  • BTS has partnered with UNICEF to stage campaigns against violence towards

  • children and teens around the world.

  • Last November, BTS launched the Love Myself campaign with UNICEF building

  • on our belief that true love first begins with loving myself.

  • We've been partnering with UNICEF's End Violence program to protect

  • children and young people all over the world from violence.

  • And our fans have become a major part of this campaign.

  • With their action and with their enthusiasm.

  • We truly have the best fans in the world.

  • In 2019 BTS continue to break records.

  • The group was the first K-pop band ever to perform on Saturday Night Live.

  • The band's most recent album "Map of the Soul: Persona" had more than 3

  • million preorders internationally and upon release went to number one on

  • iTunes album charts in 89 different countries.

  • Unlike other K-pop stars who mainly target Southeast Asia or Chinese fans,

  • BTS has targeted the U.S.

  • market directly.

  • The boy band has collaborated with a number of music heavyweights that are

  • popular in America.

  • Including Nicki Minaj, Ed Sheeran, and Halsey and BTS isn't just taking the

  • music industry by storm.

  • Toys, apparel, and cosmetic companies are all benefiting from the band's

  • global fame.

  • BTS has partnered with Converse, Coca-Cola, Puma, and Hyundai in the form

  • of clothing lines and advertisements.

  • Not to mention BTS has collaborated with Funko on a set of seven Funko

  • Pops.

  • All the social media engagement we've had with any property this

  • year, BTS is number one and that's ahead of Game of Thrones ahead of

  • Avengers: Endgame.

  • So that's a surprise to us and it's a it's a huge win and we got a little

  • bit of how powerful the BTS brand could be at New York Toy Fair when we

  • start to see that was our number one instagrammed, tweeted, facebooked

  • item for that for that for the show.

  • So we're seeing diversity across who and what the K-pop fans are and I

  • think that's one of the reasons why the products are resonating at

  • different retailers.

  • I mean you can't get any more diverse from Barnes and Noble to Hot Topic to

  • Amazon.

  • Three very diverse retailers in all three are doing exceedingly well with

  • the BTS brand

  • It's clear however that BTS isn't just a passing fad.

  • The Love Yourself, Speak Yourself tour has reportedly made more than 100

  • million dollars in ticket sales averaging about 4.5

  • million dollars per show.

  • The group has been prolific about releasing new music.

  • Since 2014, BTS has released six studio albums and six EPs.

  • For comparison, the Beatles released 12 studio albums and 13 EPs between

  • 1962 and 1970.

  • Not to mention Beatles is the first band since The Beatles to have three

  • albums hit the number one spot in America in less than a year.

In 1964 an English boy band called The Beatles made its television debut

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BTSが韓国の主要なマネーメーカーになった経緯 (How BTS Became A Major Moneymaker For South Korea)

  • 130 3
    ayane に公開 2021 年 01 月 14 日
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