HYBE’s formula for success

Last year, Jungkook took over the music scene with a string of three incredibly successful singles, which solidified his position among the biggest names in music, almost overshadowing his own group, BTS. This year, it’s his fellow bandmate Jimin who’s getting a similar spotlight with his latest single, “WHO.” Both cases feature good songs crafted by American songwriting experts who know exactly what the pop audience wants, but the success feels heavily amplified by the industry machinery.

Initially, the BTS fanbase, ARMY, heavily promoted Jungkook as the group’s breakout superstar, seemingly in a bid to keep BTS relevant by leveraging the youngest member’s popularity. Yet, despite Jungkook’s widespread appeal in the K-pop industry, his streaming numbers raised some eyebrows. His debut single “Seven” racked up 19 million streams on its release day—a staggering increase from his previous work, which barely crossed 5 million streams even after performing for the FIFA World Cup. 

Streaming farms were likely at play initially, to help achieve numbers rivaling top global stars like Taylor Swift, yet “Seven” managed to find success and become a hit, but the overwhelming number of versions, remixes, and covers—amounting to over 50 variations of the same song—created a momentum that felt manufactured. 

Now, as Jimin enjoys the benefits of similar promotional strategies, we see a repeat of the inflated numbers and engineered results. The Western community, which had shown a level of hostility toward Jungkook, seems to be even more skeptical of Jimin’s success. However, given Jimin’s polarizing reputation as one of the most disliked idols in K-pop, along with the fact that he’s currently serving in the military and unable to promote like Jungkook did, his acceptance into the Western music scene seems less likely.

With both members achieving similar results thanks to the same formula, it begs the question: will another BTS member receive the same treatment next year, especially now that the possibility of a tour being postponed due to Suga’s recent scandal seem reasonable? V, who has consistently ranked as the most popular member of BTS, could be a prime candidate for such a push. But even if V were given the opportunity, would he achieve the same success without the extensive promotional campaigns and songs by well-known producers like Scooter Braun?

The real issue at hand is whether talent and music play as significant a role in the achievements of BTS members as the promotional efforts by their label, HYBE. By no means does this suggest that the members aren’t talented, but it raises the question of how “special” they are in the context of the music industry. What if another artist had the same resources and promotional backing that HYBE provides to its artists? Imagine Felix from Stray Kids or Dino from SEVENTEEN releasing a solo album with 50 covers and remixes to keep it at the top of the charts. Wouldn’t they be making the same numbers as Jimin and Jungkook?

This situation feels akin to the concept of “industry plants”—artists who are given an artificial boost to appear more successful than they might be organically. Yet, because it’s BTS, they are often portrayed as genuinely talented, authentic artists. The reality is that not a single song from Jungkook’s album was written by him, and Jimin’s track “WHO” follows the same pattern of relying on external songwriters and producers. All of their hit tracks are in English, with a specific style and choreography tailored for international appeal.

If it wasn’t Jungkook or Jimin, any other K-pop artist could potentially achieve the same success with the same level of support and marketing push. All they need are covers, remixes, and, of course, streaming farms. The music industry appears to be more of a marketing game than a meritocracy, and HYBE’s promotional tactics seem to be pushing the boundaries of fairness.

Imagine if Lisa from BLACKPINK received the same level of visibility and promotional resources. She has already outperformed Jimin in several aspects without relying on extensive covers or streaming farms. Yet, if she were to receive any significant support, ARMY would likely be the first to cry foul. This sense of entitlement among BTS fans suggests they believe the world revolves around their favorites, creating a skewed perspective on what constitutes real success in the music industry.