Abstract
In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this event, and initiate a debate about alternative ideas for marketing strategies with live streaming music performances. The method to accomplish this research was desk research, analysing all the communication delivered from BTS, studying the website and platform where the event “BangBangCon: The Live"" was held, and researching about the results the event has achieved. The results were the description of the event as a project, informing how many people have attended the event, and what were the marketing strategies that made it possible to become the highest audience to a paid live streaming concert, until the moment this article was published.
Highlights
Statement of Intended ContributionThis article discusses how artists can create marketing strategies with new contents during the pandemic scenario, using as a case study the event “BangBangCon: The Live”, a paid live streaming concert held by the Korean-Pop group “BTS” on June, 2020
The landscape of the music industry is always changing, and in 2020 could not have been different
It’s interesting to notice that it wasn’t available on other paid platforms, because this could cost their fans some investments on the new single campaign, while the focus of this campaign was to purchase tickets to the concert. The delivery of this diverse digital content, going through photos, old videos and fun messages, enabled BTS to maintain their contact with the fans, which made the calling for the concert more effective, unlike many other artists who announced their live streaming performance with any storytelling construction behind it
Summary
This article discusses how artists can create marketing strategies with new contents during the pandemic scenario, using as a case study the event “BangBangCon: The Live”, a paid live streaming concert held by the Korean-Pop group “BTS” on June, 2020. It is important to study through this article some topics related to marketing strategies, digital marketing and fan engagement through digital content. This article is important to serve as an inspiration for business models to other music professionals, from record labels and entertainment companies, during this COVID-19 scenario, and initiate a debate about alternative ideas for live music performances in the following years
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