K-Pop Marketing Strategy: BTS

Korean popular music, shortened as K-pop, has spread globally in the recent years. One of the biggest K-pop act that has played part in the popularization of it has been BTS. The aim of this thesis is to understand BTS’ rise in popularity and explore their marketing strategy. Through this thesis, an understanding of different marketing channels and ways used by BTS and their management are explored. Within the marketing strategy the thesis touches upon use of social media marketing along with fan loyalty and consumerism. BTS fans were also questioned and studied globally to gain a deeper understanding on the fascination of BTS. The research was split into two phases. The first phase, the researcher conducted a secondary research with qualitative data that focused on gathering different information relating to the topic. The information was then analyzed, and a conclusion could be delivered: growing a strong fan loyalty. The research found that fan loyalty can be built by communicating with fans through social media and other communicating platform. Sharing personal photo and video contents has also shown to be crucial as this makes fans feel closer to BTS. The second phase, the researcher conducted an online survey. This was done to gain an in-depth understanding of why and how BTS have become successful and to support the study made in phase 1. The result shows that BTS are a diverse fandom though female, aged 18-24 and living in United States of America seems to gather the most response, and many seemed to become a fan of BTS due to their music, personality and dancing. It also shows that BTS fans are loyal as they seem to consume BTS contents and products. BTS’ marketing strategy foundation seems to be creating super fans that are loyal. BTS have also embraced new opportunities instead of following old tradition which has made them as successful as they are now