Kpop Group

How BTS and K-pop are reigniting America's boy band obsession

The seven-piece South Korean boy band has three Billboard chart No. 1 albums. The music video for their single "Boy with Luv" broke the record for most views on YouTube in a 24-hour period. The band recently completed a six-city stadium tour in the United States, which grossed $44 million and drew nearly 300,000 fans, according to Billboard.

BTS's popularity in the United States has been compared to that of the Backstreet Boys and NSYNC, as well as other global hits like The Beatles and One Direction. The group's accomplishments, however, are just one facet of K-gradual pop's expansion, a genre that has generated hit-makers since the 1990s.

The first K-pop group, Seo Taiji and Boys, debuted in 1992 with the song "I Know," which combined Western elements such as hip-hop and R&B. Seo Taiji and Boys became a massive smash and forever changed the country's music landscape, despite the fact that the song was a far cry from traditional South Korean music. Most Americans, however, were not exposed to K-pop until Psy's "Gangnam Style" was released in 2012. The viral hit peaked at No. 2 on the Billboard chart, a remarkable feat for a song written in a language other than English.

BTS, who emerged in 2013, portrayed K-pop in a different light than Psy's meme-worthy dance performances. The three played songs that mixed genres, had strong choreographies, and polished images created by South Korea's rigorous training system for aspiring stars. BTS also kept a steady stream of updates on social media, creating a committed fan base thousands of miles away from Seoul.

But it wasn't only synchronized dancing and social media prowess that propelled BTS to the top of the American boy band rankings. Their songs, many of which were written by the band members, dealt with common themes including mental health, self-love, and the pressure to succeed. Despite the language barrier, they were well received by supporters. In 2017, BTS teamed up with UNICEF to launch the "Love Myself" campaign, which intended to raise awareness about child and adolescent abuse.

BTS' meteoric rise has not come without a price. Instead of a new album or tour, the band announced a "long period of rest and relaxation" on Twitter last week. In a statement, the members said they want to "recharge and prepare to present themselves anew as artists" while also "enjoying the everyday lives of young people in their 20s."

Regardless, K-pop is showing no signs of slowing down. MTV's legendary Video Music Awards will include a "Best K-pop" category for the first time, with BTS as one of the nominees. More K-pop artists have signed deals with major American musical labels such as Interscope and Capitol Records, demonstrating that the music industry sees the genre's potential.