Analysis of BTS’s entry into American pop music industry and its success factors

BTS' success is significant in various ways. First of all, SM, YG and JYP, which are largely classified as big entertainment in Korea, are entering a various countries based on many artists belonging to them. On the other hand Bighit entertainment only has a single artist that is BTS. According to NICE Corporate Information, the Bighit entertainment is a small and medium-sized enterprise that is not affiliates listed on KOSDAQ. Considering that previous big entertainments has failed many times in the U.S. market, we can know why the BTS's success is amazing. Through the AMA they started to name and solidify its presence in the U.S. market. In that time Their excellent singing ability and performances were comparable to those of other pop singers in the U.S. This study will analyze the success factors of BTS in the U.S. market. I proceeded some comprehensive research that is based on 'Characteristics of Song Format', 'Communication and fandom through SNS', 'Changes of US Perceptions in K-POP' and 'Changes in the American music industry'. In this paper, I intend to draw something different from other k-pop idols in the success of BTS's U.S. market and present the direction in which K-pop will move forward.