Op-Ed: How BTS defied the odds to break K-Pop’s borders

Client: Dazed Digital (2017).

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Everything about BTS’s immense impact is felt more keenly simply because they were never expected to succeed at all, let alone challenge K-Pop’s status quo, where groups from the big entertainment companies rule the roost and those from smaller companies, like BTS, fill in the gaps. Even up until as recently as last year, BTS were viewed by the industry as underdogs and outliers, something they appeared to embrace and make part of their identity – even if only to loudly smash that status against the platinum records they’re chalking up.

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