BTS used their cute BT21 characters to invade Facebook Messenger with covert K-pop branding – are animated stickers the future of music?
Clever collaboration or cynical marketing? South Korea’s favourite boy band is now a global brand, but is this invasion of our social media really all about the music?
Without a doubt, BTS is the biggest Korean pop band in the world today, having sold millions of records and made an indelible impact on pop culture across the world. The seven-piece boy group has worked with some of the biggest names in the music industry, collaborated with popular brands, released high-quality music videos and documentary films.
And now, they’re cartoons, too; the band’s animated BT21 avatars – a collaboration with Line Friends, an app based on the stickers of messaging app Line – was also a huge success worldwide attracting local and foreign fans. Also compatible with other social media apps including Facebook Messenger, the cute characters were embraced by many users who didn’t realise there was any connection with the K-pop titans.
As a brand, BTS is popular for constantly interacting with fans through social media apps like WeVerse, Twitter and Fancafe, by posting photos or casually replying to fans’ comments. This builds the group’s brand as a bunch of young, good-looking guys who eagerly communicate with fans and potential supporters by building trust and a connection on a personal level.
The group collaborated with toy manufacturer Mattel in 2019 to create the BTS dolls, inspired by their looks in the Idol music video, and a BTS version of the beloved family card game, Uno, which includes exclusive images of the seven members imprinted on the cards.
BT21 was also built by the group personally, with members creating the characters themselves to represent their different personalities and characteristics. They even take their fans on their journey of creating the characters with behind-the-scenes footage and photos.
The group was also the first to join the Friends Creators project and the brand has grown worldwide, with online and physical stores that let their fans and consumers experience BT21 branding and products. The animated brand has also collaborated with Anti Social Social Club, Converse, Dunkin’ Donuts, Hunt Innerwear, Reebok, and more that have picked up on their vibrant and active image.