Social Media

Cristina Freitas de Jesus

Introduction

The music scenario in the world has become more diverse during the past ten years, with artists from all over the world providing impressive albums in different languages. One of the biggest music phenomena responsible for these results is the K-Pop (Korean-Pop) group BTS from South Korea, which has been the focus of a big spotlight in the western countries. Their songs have enchanted a huge number of fans throughout the world, a group that is known as “ARMY.” In order to maintain a relationship with their fans, BTS constantly delivers content to ARMY, such as photos, messages, and videos. This type of content is usually delivered on their social media networks, which include Twitter and Weverse (both of which allow the users to publish short messages, images, and videos), among other websites and mobile applications. However, most of their content is delivered in Korean, a language in which few people outside South Korea are fluent. Therefore, does the Korean language become a communication barrier between BTS and ARMY?

About the Author

Cristina Freitas de Jesus is a Business student at Escola Superior de Propaganda e Marketing, a university in Brazil focused on marketing and entertainment. She currently works at Sony Music Brazil, and is responsible for the marketing strategies of the company’s international artists in Brazil, such as Beyoncé, Harry Styles, Camila Cabello, Monsta X, and Kang Daniel. Recently, she began working on academic research, mostly focused on the K-Pop music market and its disruptive results through the western countries.