“We have ventured into the unfamiliar; different languages, cultures, and emotions. There is no common ground but we keep sharing our message in the language we know, Music.” – BTS. Anyone who's even slightly interested in music has had to be living under a rock if not heard the name of this global sensation- BTS. This is not your average boy band but 7 artists want to tell their stories through their music. For outsiders, their popularity can be baffling, but once you learn about their organic growth from being just seven boys with dreams and passion to a worldwide phenomenon, all this seems just deserving and right. Importantly, BTS has ascended from the status of 'just' a pop group.
BTS name translates to Bangtan Sonyeondan (Bulletproof Boy scouts). The name which aims at protecting adolescents from stereotypes and criticisms that rain on them like bullets. Since their debut, BTS has addressed topics such as student oppression and mental health which were considered taboo during then. Their message about self-love has inspired millions of people to lead a better life. BTS has taught us some of the most valuable life lessons through their music and continue to do so.
Beginning of a New Era
This 7 member boy band began their journey in 2010 after all of them were scouted through auditions by Big Hit Entertainment and put together as a hip hop group set to debut in 2013. BTS didn't receive an overnight success but instead had a very steady organic growth as they started evolving their identity, channeling different themes throughout their music, through eras like School, The Most Beautiful Moment in Life, and Wings. After proving their merit with every chart-busting song and dynamic performance for three years was when BTS started receiving awards in their homeland, South Korea breaking the strong foothold of the big 3 companies for all the past years.
A Spree of Awards and Acknowledgements
K-pop had blown up all around the world with PSY' Gangnam Style in 2012 but the craze died down as fast as it blew up and it was not until after BTS that it again became the talk of the town. Where PSY introduced the world to K-pop, BTS normalized it for everyone. BTS did not just limit themselves to Asian markets but started promoting their music throughout the world. It was only after they blew up in the west that they started gaining attraction in their own country.
Few years after their debut, BTS started winning many awards for their chartbusters. Among hundreds of their awards, some noticeable ones were Billboard top social artist, variety hitmaker's group of the year, daesang sweep at all major Korean award shows in 2019. Along with these awards, BTS has sold out some of the most remarkable landmark venues such as Wembley and citifield. They've also spoken at the UN about the importance of self-love and self-acceptance. Their latest single 'Dynamite' has topped the billboard hot 100 chart thrice which is the first for any Asian act.
The Deep Roots of Xenophobia
You'll like BTS music if you listen to it without prejudice." said BTS main rapper Suga to readers of American teen magazine in 2018. The septet has already made their way into millions of hearts through their music but even if you are not a BTS fan, you can still talk about them in a way that doesn't revert to a western perspective. BTS's run of global stardom continues each day; English speakers need to acknowledge the success that comes from non-English speakers. Americans need to understand that the music industry does not only consist of English speaking singers.
When you deliberately feign ignorance of something you don't understand simply because you don't understand it and won't take the necessary steps to familiarize yourself, you're perpetuating a problem. - Teen Vogue.
BTS has constantly outsold American artist, they've outperformed them but are still not acknowledged in the way they should be. They are snubbed of all major award show categories just because their songs are not in English. With getting almost no radio play in the U.S. to being sidelined for the best album award even after having the best-sold album throughout the world without any bundling unlike almost all American artists is just a few of the examples of discrimination against BTS.
A Change is Long Due
The time has come where people need to no amend their ways in which they cater a song with a foreign language. The ingrained instinct to refer to hit songs in other languages that cross over as "shocking " or "surprising" should end now for music knows to language. Groups like BTS should be heard for their inspiring and healing messages throughout their songs but this can only be achieved once you are willing to break through the superficial barrier of language. Or as one of the members put it as –" Even if I can't speak the language, I can communicate with others. Sincerity always works. By any means."
Written By - Riya Chhikara
Edited By - Vaibhav Sharma
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