They strongly lack context yet and appear to be near impossible to understand for casual readers.Īt the end of the day, are BTS really popular? If yes, how big are they? How do they compare with international stars?Īs usual, I’ll be using the Commensurate Sales to Popularity Concept in order to relevantly gauge their results. Quick, cheap coverage of a hyped product.Īt the other end of the spectrum, there are various boards and sites specialized on K-Pop that list absolutely every detail. Short ones, that use anything that can be called a record as a clickbait, with a content that is truly pointless. This often leads to uninspiring articles.

That’s why major US media started to talk about the group, to benefit from this highly valuable target audience. This ARMY is the reason why they are more retweeted than anyone in spite of having over 46 million followers while Barack Obama, Katy Perry and Justin Bieber are well over 100 million. You don’t even need to hit the group as their ARMY, as is named their fan base, will no doubt extensively share every positive article about their idols. In a world where a view is money, getting the Korean icons speak about you means profit. Among the 30 most retweeted tweets of all-time, they own as many as 19 of them, obviously more than anyone else. The question about them is often are their hype due to their sales, or are they over represented thanks to their unparalled following on social media?Īnd that’s the thing.

They dominate social media possibly even more than they do on charts and sales. Yes, they were the #1 top selling artists in the World in 2020, ahead of both Taylor Swift and Drake, and again in 2021, this time ahead of Taylor Swift and Adele.

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