Abstract
This research outlines the motivations behind the fan-lead marketing and promotional endeavours undertaken by musical group BTS’s fan community, also known as ARMY. In highlighting the reciprocity in intimacy between the group and their fans, I argue that ARMY’s desire to elevate BTS is embedded within structures of affect, despite the financial nature of the benefits the group and their company may reap. These fan-lead initiatives represent efforts towards a common goal, where success, whether it comes in the form of money or not, is a gift of gratitude and a show of mutual understanding from fans to BTS. Based on data from 22 interviews with fans, this research explores the motivations behind fan-lead marketing by looking at the affective properties of music consumption, the parasocial relationship, fan community dynamics, and the purchase of intimacy. Within these contexts, the promotion surrounding BTS’s music, as organized by the fans, mimics profit-oriented behaviours but is ultimately a gesture towards the exchange of intimacy between fans and artist.
Highlights
In the realm of music fandom, global superstars BTS and their fans, better known as ARMY, are notorious for their streaming and buying power
ARMY are big, they are organized, informed, and selective in their participation in the fandom, especially when it comes to guaranteeing BTS any form of success they can
The data gathered from participant observation acts to support fan accounts from twenty-two interviews with ARMY from various different backgrounds
Summary
In the realm of music fandom, global superstars BTS and their fans, better known as ARMY, are notorious for their streaming and buying power. It is no secret that this is in part due to the fact that the fanbase boasts increasingly large numbers across the globe, but the group’s enormous success is the partial result of constant efforts in fan-lead marketing and promotional initiatives. ARMY are big, they are organized, informed, and selective in their participation in the fandom, especially when it comes to guaranteeing BTS any form of success they can. Just in the past few months, ARMY secured BTS two No 1 positions on the Billboard Hot 100 chart, first with their single Dynamite and again, with their song Life Goes On from BE, the group’s most recent album
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