<figure class="wp-block-image size-large hts-content-image"><img src="https://images.unsplash.com/photo-1667035642986-ac98b3dd9fcd" alt="BTS Army Voices Discontent Over HYBE&#039;s Marketing Strategies"/></figure>
<h2>Introduction</h2><p>The ongoing relationship between BTS and their dedicated fan base, the Army, has always been a focal point in the world of K-pop. Recently, however, tensions have arisen as fans have expressed their dissatisfaction with HYBE, the entertainment company managing BTS and Seventeen.</p><h2>Backlash from the BTS Army</h2><p>In a move that many fans deemed inappropriate, HYBE utilized RM&#8217;s concept from the BTS Festa to promote Seventeen. This action led to a significant backlash from the Army, who felt that the promotion not only overshadowed BTS&#8217;s upcoming reunion in June but also diminished the unique identity of BTS&#8217;s artistry. As fans shared their sentiments across social media platforms, the phrase “using BTS concepts” became prevalent in their criticisms.</p><h2>The Fans&#8217; Perspective</h2><p>The seamless blend of both groups&#8217; promotions has raised eyebrows among fans, especially with BTS&#8217;s long-awaited reunion just around the corner. The Army accused HYBE of leveraging BTS&#8217;s established themes and visual elements to bolster Seventeen&#8217;s marketing strategies. This has sparked a debate about the appropriate use of artistic concepts within the same entertainment company. This incident underscores a larger narrative about brand identity and how it can be perceived when companies prioritize one over the other.</p><p>As this situation continues to unfold, it remains essential for HYBE to consider the perspectives of both BTS and Seventeen&#8217;s fandoms. The ability to support each group without compromising their respective artistic messages is crucial for maintaining harmony within the larger K-pop landscape.</p>
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