From Curiosity to ARMY: What BTS Taught Me About Staying Connected with My Audience

I became an ARMY (BTS’ official fandom name) in January 2024.

Before that, my knowledge of BTS was quite limited.

I knew that since the Hallyu wave started, we stopped looking at the West as the “greatest.”

These are what I knew about BTS: they comprise seven members and are global chart mainstays. Their first English album was well-embraced, got close to winning a Grammy, and they started entering mandatory military service in Korea one by one.

That’s it.

My curiosity grew every time I heard one of the members of a Filipino pop music group say, “I challenge you to bring Jungkook in front of me, in my face!” to his co-members as a way of humoring them in their videos.

At one point, that got me thinking, “Wait, so who is Jungkook?”

I wondered, “Was he the guy who closed New York Times Square when he performed?”

Then a few weeks later, he entered the military, the last BTS member to do so.

“Wait, he can close New York Times Square?”

Forgive my ignorance. I have been in a digital marketing cave for the last decade. Add to that that that the Backstreet Boys hold a special place in my heart.

Anyway, I started my BTS research, a.k.a. Google.

I found out that I have 14 years of BTS content in my hands.

I also learned that BTS—and their individual members—not only halted roads but also packed concerts globally. They have used their popularity to empower the youth, block out stereotypes, and push for global change for the good.

I soon realized their impact when I joined friends to check out BVerse, a photo and video exhibit running from May until August 2024 in the Philippines.

Everyone—except me, I guess—was wearing something that defines their being ARMY, from shirts to mobile phone cases and wallpapers. I even heard them say the members’ Korean names!

I heard the ARMY scream their hearts out as we saw—via virtual reality—their performances. (Okay, I screamed, too.) It’s the closest we could get to the Bangtan Boys. That alone was worth it.

Every single ARMY appreciated the different “worlds” or “universes” that each member presented. And I know they know them by heart. I went home with a smile on my face and selfies with their standees.

What’s up with this piece this week? Is there something here that you and I need to learn?

Yes.

BTS are in the military. Jin is the first member to enter and is expected to be discharged this year. Jungkook was the last member to enter. They are expected to reunite not until 2025. Yet every member had something to give their fans while they were away.

Solo albums.

Singles.

Documentaries.

Merchandise like BT21 and Monochrome. (My god sister said BT21 is “deeper level BTS lore”. I believe her.)

All individual projects were consistently promoted through the group and individual social media accounts.

I believe these guys thoughtfully and strategically planned their next two years well enough, you won’t miss them.

The question is, are you and I planning well to make sure that our audience—our potential customers and current raving fans—don’t miss us?

This thought made me stop playing “Dynamite” for the nth time.

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