BTS return for their first show in Seoul after finding success during the pandemic

Last Updated on: 9th July 2023, 09:49 pm

BTS return for their first show in Seoul after finding success during the pandemic

South Korean supergroup BTS returns to the Seoul stage for the first time since 2019 on Thursday after tickets to three concerts at the stadium sold out in minutes.

As Covid-19 has emptied stadiums and closed clubs around the world, the K-pop septet has thrived during the pandemic, scoring a string of number one hits, expanding its global fan base and generating record-breaking revenues.

Though most members of the group contracted the virus, the pioneering musicians barely missed a beat as the world went into lockdown, using social media, fancams, and live streams to cement their position as the world’s largest and most influential boy band, according to analysts.

“Interestingly, I think the pandemic may have helped BTS increase their global fame,” said “K-pop professor” CedarBough Saeji of Pusan ​​​​​​National University.

“So many people who were stuck at home and desperate for something new have fallen down the BTS rabbit hole,” Saeji told AFP.

The group’s feel-good songs are a “perfect” antidote to the Covid blues, he said, and their digital-native fans, used to live concerts and social media engagement, naturally gravitate towards virtual concerts.

Even BTS’ first Billboard Hot 100 No. 1 hit “Dynamite” would not exist without Covid: “We tried to bring the message of healing and comfort to our fans,” said band member Jin Esquire.

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The loose-haired musicians, all in their twenties and often clad in earrings and lipstick, appeal to a generation comfortable with the genre’s fluidity.

They are credited with generating billions for the South Korean economy and their label HYBE has seen profits jump despite fewer concerts during the pandemic.

The global music industry saw a drop in performance revenue as venues closed, but recorded music revenue has risen significantly, mostly driven by subscription streaming services, according to industry data.

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