Halfway through BTS's latest single 'Butter's music video, the seven members come together using their bodies to create the word 'A.R.M.Y.', which is the name of the BTS fandom.
Within just 21 hours since its release on YouTube, the music video reached more than a whopping 100 million views, epitomizing the power of A.R.M.Y. spread all across the globe.
One of the biggest drivers behind K-pop idols' success is their phenomenal fan base, just like A.R.M.Y. Whereas idols in the past strived to gain wide popularity among the general public, K-pop idols of late are focused on building a loyal fandom.
In a recent press conference for the launch of an idol audition program 'Loud' on SBS, which joined hands with P-Nation led by singer Psy, and JYP entertainment, JY Park, the head producer of JYP commented on some emerging trends.
"The music industry has shifted. First generation idols were widely known among the public. There was much overlap between idol fans and the general public, but that is no longer the case because there's barely anything in common. Idol fans don't take much interest in what is popular among the masses, and vice versa, as people have no knowledge of what's hot and going viral in the world of idols. If these idols suddenly become viral on a global scale then people belatedly say, 'Oh? I didn't even know they existed, who are they?' - when they start to see the songs on the charts they go 'Who is this group?' It's like two distinctive worlds that have no common ground."