Ever heard of a fanbase almost as famous as the celebrity they stan? Or a fanbase that has been credited with a significant proportion of the celebrity’s success?
Well, if you’ve heard of the South Korean band BTS then the inevitable knowledge about their invincible fanbase, ARMY (which stands for- Adorable Representative M.C. for Youth) , is guaranteed. Why invincible , one may wonder. To answer this question in simple terms- the power they wield is incomprehensible. From raising funds for numerous charities to enabling the boyband to rule every chart out there, this fandom has redefined the role and functioning of fandoms, completely transforming its meaning as we know it.
The infamy and fame of the BTS ARMY go hand in hand. While people respect this fandom for its immeasurable loyalty towards BTS and what they stand for, in addition to the potential impact it can make in the world, facing its wrath is not on top of anyone’s list. It is a well-acknowledged fact that getting on ARMY’s bad side means bad press. The question then arises, how is BTS’s ARMY able to achieve a significant global relevance of this kind?
To unpack that, one needs to have a rudimentary understanding of how this fandom functions. On a talk show called Hot Ones, American singer Halsey, a good friend and collaborator of BTS, who partnered up with them for the hit 2019 song titled Boy with Luv, addresses this perplexing question. She aptly describes the ARMY as “a nation”, that protects BTS from any unwarrented hate or injustice that comes their way. Additionally, she also acknowledges the incredible quality of organization among the fans of this boyband. From having translators who immediately add english subtitles to any new content released by them , to having streaming strategies for whenever they release new songs (to ensure they dominate global charts), everything ARMY does is calculated and deliberate, with the group’s best interests in their hearts.
The attachment and interdependence that prevails within the fanbase and extends to the members of BTS is impressive, to say the least, which is what provides for the very foundation of the excellence associated with the group and its fandom. Another very interesting observation by Halsey creeps up during the talk show, where she draws parallels between ARMY and the functioning of a record label, which has a lot of truth to it. The PR ARMY manages to do for the group is of topnotch quality putting actual record labels across the globe to shame. Unintentional lobbying by this fandom using social media has taken this once-small group from South Korea all the way to the Grammys- the most coveted award in the music industry. As mentioned above, one of the greatest sources of power for both BTS and its fanbase is undoubtedly ARMY’s social media presence, which has the potential to break the internet- literally. This strong social media presence has been milked relentlessly by both parties involved and has ensured it successfully boosts BTS’s already phenomenal success. Having matters related to the members
of the group or about the group itself to trend on numerous social media platforms is now a common phenomenon that has ensured BTS a spot in every hall of fame out there.
However, at this juncture, it is imperative to acknowledge how the same power that has been used to yield positive results for the group is at times misused. ARMY is infamous for the cancel culture it occasionally engages in. Even if the slightest shade is thrown at BTS or anything associated with them, members of the fandom waste not a single second to jump to their defense and safeguard their dignity. Celebrities like Jason Derulo and James Cordon can vouch for that, having faced the virtual wrath of ARMY. A lot of individuals choose to distance themselves from BTS owing to what they call “their toxic fanbase”, and it gets one wondering if this dislike and hate directed towards the fandom is justified. While ruthless engagement in cancel culture should in no form be condoned, we need to first understand that a lot of this behavior by ARMY is warranted. In a world before BTS where it was extremely difficult for a person of a non-white race to establish themselves internationally, where hate against Asians is rampant and where racism still exists, can one really blame ARMY’s protectiveness? In fact the existence of a fandom like ARMY is integral to change the outdated ways of the world.
It would be unfair to question how good or bad a loyal fanbase such as ARMY is for BTS and what it stands for, but it is imperative for caution and restraint to be exercised in some cases where actions by individuals in the fandom may border on being controversial, unintentionally tarnishing the positive and wholesome reputation both BTS and ARMY have worked so hard to create and maintain for almost a decade. The world is yet to see a fanbase with such potential and caliber , that has truly and definitely transformed the meaning of a fandom and what being a fandom entails. Of course, an end to anything is inevitable- it can be delayed but it can’t be avoided. One thing is for certain, even if BTS’s journey comes to an end (hopefully decades later) , ARMY shall ensure BTS remains an evergreen phenomenon. After all, it is invincible.
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