Contrary to their dismissive framing as manufactured robots, South Korea’s BTS use social media, documentary and storytelling to make themselves into profoundly human stars
BTS’s leader RM looks up from under a black baseball cap, then stares back down at his hands. “Doing the promotional interviews, [I kept saying], ‘Music truly transcends every barrier.’ But even while I was saying it I questioned myself if I indeed believe it.”
It’s late September, and the rapper is confiding in over one million fans live from his Seoul studio. His “complex set of feelings” about the explosive, record-breaking success of Dynamite – the first fully English-language single from the South Korean megastars – is not the celebration you’d expect from a band that just topped the US Billboard Hot 100, the first K-pop act to do so. But this kind of frank, unfiltered conversation is exactly what their global “Army” fanbase love: BTS’s candid social media presence has included their fans in every step of their artistic journey, and, as they release new album Be this week, has made them the biggest pop group on the planet.