BTS & ARMY

Name: BTS & ARMY (English version)
SKU: 522077

Chung, Doug J.; Koo, Kay R.

Product #:522077

Supplier:Harvard Business School

Discipline:Marketing

Setting:2022

Details:Case (PDF) • 43 pages • 2022-03-21

Subjects:

Marketing Strategy Sales and marketing Sales and marketing Marketing

Industries:

Media, entertainment, and professional sports

Your Price:

$11.64

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The South Korean K-pop band, BTS, is shattering linguistic boundaries and reshaping the global music industry. BTS became the first band in Billboard history to simultaneously top the Billboard Artist 100, Billboard Hot 100, and Billboard 200; and the sixth act to have four Billboard Hot 100 No. 1 singles in less than a year. A critical component of BTS's success has been the efforts of a vast network of very dedicated fans called the ARMY. How did BTS build and grow its devoted global fanbase? Could other artists or even businesses follow BTS's lead?

Learning Objectives

To explore how entertainment companies can manage their artists' fan base to drive commercial success. To examine the value of loyal customers to businesses and to determine successful strategies to grow and maintain these customers. To understand the challenges inherent in establishing worldwide success with pop culture products beyond their cultural context of origin.