Marketing Blog Tumbler Post Big Hit Entertainment
Intro: Big hit is a Korean entertainment company. They produce good music and are home to some big name artist. The most famous being The Bang Ten boys or BTS as they are better known by their fans. I think social media is essential for what they do because it allows the company to get their name as well as the artist name out as well as spread the word about different types of music they are working on right now. In turn this builds up their cliental and their artist fandoms grow and more of their music albums to be sold. They are in the Korean music entertainment industry quickly making a name for themselves overseas and globally particularly here in America as of lately. Many Entertainments companies find it essential today to use social media to market their music artist and Big Hit is no different. In fact if anything I would say this is one of Big Hits’s strongest marketing tools and one of their greatest strengths as a company. Big hit has a whole team whose sole purpose is to use various social media sites to het their name and the name of their artists out to as many people as possible at one time. They do this by updating their artist fans regularly by posting about their everyday activity on both Big Hits social media sites as well as the group of artists individual social media sites. They encourage themselves to frequently update the SMS as well as the fan café online encouraging them to post selfies and go live. This is accomplished using the V app an app which allows one way video chat and answer questions or just talk to fans normally allowing their fans to have a small peak at their being the scenes in their life. As often as possible leaving their fans the ability to connect to them. Big Hits is really good about using every social media tool there is at their disposal.
Overall social media use: Big hit entertainment company that was founded by Bang Si Hyck back in 2008 -2009 has been using social media since as early as 2010 to promote their up and coming groups. I have found footage that dates back as early as 2011 of the now members audition to get into their company. Although in recent years it has become clear that Big Hit has defined their practice of using social media as an effective marketing tool, which is probably what lead to their biggest KPOP group winning best social media artist in the 2017 billboard awards. This was a first for a KPOP group like themselves a huge feel considering they had to beat out a lot of big name artist like Selena Gomez, Arianna Grande, & Justin Bieber. This group uses twitter, instagram,Vapp,onlinefan café, you tube, facebook, and snap chat it has also been rumored that a couple of BTS has some secret fan accounts on these platforms as well as tumbler used to interact with their fans. As far as I can tell the company use both their Twitter & Instagram accounts the most when it comes to the promotion of themselves. They use You tube, the V app and fan café a lot. Their strategy seems simple use the media sites for promotion of the group and its activities and use the other media outlets to build fandom and increase the sales of their merchandise and sales.
Big Hit seems to use a lot of marketing strategies whether it be promoting their albums with contracted marketing firms to promote a certain album or just using their connections with local radio programs and various music shows and variety shows at local broadcasting stations to promote their artist current activities and keep their name on the front of people’s minds to generate buzz and interest in their groups . This causes an increase in album sales, revenue, and builds fandom which increases concert sales, merchandise sales, and sales for future concerts. The marketing strategy seems to be the use of social media along with its various platforms to promote their artist as well as their products. For example when BTS released their Wings album back in 2016, Big Hit released multiple mini clips of each member with a dramatic back story along with a small snippet of a song each lasting about 30 seconds a piece and the fandom went nuts trying to figure out what was going on.BTS became a hot topic on Twitter, Instagram, Facebook, and even you tube as several people began to debate what these teasers could possible mean as these theories were circulated around #’s related to BTS began generating more specifically BTS fans. Now this was not a first for Big Hit as they did a similar mini story release when BTS released their third album in their “The most beautiful moment in life trilogy titled “The most beautiful moment in life Forever Young” which included a dramatic video that took the whole fandom by surprise and the result was a storm of comments and theories circulating around the fandom along with multiple hashtags about the video again. However like the mysterious video teasers they had used to promote the wings album. This video preluded a whole dramatic back story that left the fans asking one question. “why? What happened? This was a good move on Big Hits because it peaked everyone’s interest it got everyone asking about upcoming Album and MV release. In fact the interest was so much several you tubers even add videos about both of these campaigns to share their own theories. Even Big Hits current campaign for BTS newest album “Love Yourself” was first introduced with a highlight reel featuring a different back story for each member. All of which were very cute and memorable due to the cute meets the members had with girls featured in their reel and it got the fans talking about who these girls were and how they related to the album as BTS rarely use female actors in their MV’s again this album was released two weeks ago was met with much anticipation and numerous hashtags has managed to top the chats of all the KPOP charts and music shows and has made it on to the Bilboard top 100 here in the US. So you know if to determine the most critical relationships necessary for Big Hit and their success. I would say it is probably the relationship they have with Korea’s various broadcasting stations and music shows like music bank and mnet countdown as the various entertainment variety shows. The relationship they share with local radio stations who often play the boys music their relationship with various news reporters and online news sites who are always writing articles on their activities, success, and their own relationships with different brand sponsors who see their artist model things which currently include puma, BBQ chicken, smart uniform,SK Telecom.
Data : Facebook BTS’s official Facebook page has 5,223,675 people following on their page and 5,144,119 likes on their page there is a link on this page to Big Hits home page which hasn’t been set up yet so I wasn’t able to see how many people had visited it. But seeing as it was pretty high up in the search bar when I googled it so I think it is pretty safe to assume that I am not the only one interested in this company. However I did find their Wikipedia page & was able to gain a ton of useful information from there. Big Hits facebook page has 1,595,756 followers and 1,573,413 likes There are featured videos and articles about its artist. I’m pretty sure it’s the same stuff that appears on BTS page only Big Hits is in all Korean, while BTS’s has been converted to English for their overseas and international fans. Wikipeida: Big Hit which is a south Korean entertainment company founded in 2005 by Bang Si- Hyuk and is currently home to to kpo idol group BTS and Musical duo Homme, although it previous groups include 2am,8eight,Glam and Lim Jeong-hee, and its more notable former trainees includes Hwang Eunbi (SinB) and Jung Eunbi (Eunha) of well know upcoming female kpop group Gfriend, well know rapper Iron who was featured on popular television show “sshow me the money” Jin Hyo-sang (kidoh) and Kim Sang-gyun (A-tom)of well know male Kpop group Topp Dogg, Park Seung-Jun (seungjun) and Jung In-Seong (Inseong) of popular up and coming kpop group KNK, Jo So-Jin (sojin)of popular female kpop group Nine Muses, Kim Joo- mi (Zumy) of famous and well seasoned female kpop group Ladies Code, and Ahn Hyung-seob a former contestant on popular audition program Produce 101, season 2. Big Hit which is a private company has 52 employees and has an annual operating income of 35,500,000,000 won as of 2017 and is located in Seoul Gangnam-gu, Nonhyeon-dong, 155-010,10-31 Cheong-gu bldg,2F, South Korea. Twitter:Big Hits Twitter has over 3.6 milion followers and seems to be updated frequently , and is used to promote not only Bighit as a company but their Artist as well. Their most recent tweet which was tweeted just 12 hours ago was used to share an article written on Naver.com about their group BTS and how they took first place on Music Bank for the second week in a row. The Article goes on to say that BTS beat out another famous artist I.U.’s song “Autum Morning” with their new track “DNA”. BTS’s official results K-charts was calculated based off the fact that they received 65% of the digital music record votes, 5% music sales, 20% number of broadcasts, and 10 % of Audence preference to give BTS a score of 8,876 points to the 6,376 points I.U. won. BTS historic unseating of Kpop Queen I.U. is just the beginning though . Because this trophy was not the only one BTS has managed to score this comeback. They have also won first prize on MBC’s music show “Show Champion”, and KBS’s 2 TV “Music Bank”, SBS’s “Popular Song” and Mnet “MCountdown” and have secured a spot in Billboard’s top 100, proving that not only are they a very powerful and talented boy group, but that “DNA” is an awesome song and this has already a very successful comeback. (Article is written in Korean, but was translated by @NefariousEunoia and can be found on Big Hit’s most recent Tweet in the comment section, or if you can understand it feel free to read the original article on Naver, link can bee found in Big Hit’s most recent Tweet.) Instagram: Big Hit does have a Instagram in fact it has two… @boys.BigHit which has 2,900 followers, and is believed it is used to promote the Big Hit trainees to promote their activities, although this Instagram page only has 1 post. Meanwhile the other Instagram Big Hit has @BTS.BigHitOffical has 5.8 million followers and has over 346posts each with at least a million likes. Which is why most people believe that this is Big Hits official Instagram, as it is used most often to promote the boy activities. However it is possible that both of these are used by Big Hit as they both have verified and each includes a link to the Big Hit website. (Which again unfortunately has not been set up yet) BTS Amino: This is an app that connected the BTS’S official fan café and its purpose to allow international fans of BTS and other Big Hit group to stay connected to their favorite artist and the company keeping them up to date. Many fans are not able to join the official fan page as its layout is entirely in Korean as is the majority off their uploads. By going through this page which is in English and updated in English (for your language of choice) You can both keep current with events and stay connected to your favorite artist and meet other fans like themselves and even send fan mail via email to the boy and their company. It’s a pretty cool app I had it on my phone in order to research it for this project, but I am considering keeping it as it allows for having fun with it.
Assessments and Recommendations Big Hits over all marketing seem to be a pretty successful one. Big Hit uses all their tools at their disposal which means their music and their main musical group at the moment BTS. Big hit uses their connections with various to secure BTS a spot on the music shows every time they have a comeback, which allows BTS to perform and promote their new song which in turn increases album sales. By doing shows like this in which fans are encouraged to vote for their favorite performer or team it generates buzz online and produces numerous hashtags with BTS as part of the subject line. This in turn generates more fans, more interest in their group by increasing sales of future concerts and merchandise sales. Another thing this does is bring in perspective companies who are looking for bright young stars to model clothing lines or participate in photo shoots which gives another line of revenue through group contracted work in which Big Hit gets a portion. So as you can see social media plays a key role and works hand in hand w Big Hits as well as other marketing tools to help promote their product. Which in ths case shows they have a solid foundation and a lot of potential as a group. Recently it has become a trend to cast popular idols K-dramas and variety shows in turn this reaches a new demographic and a new population. This boosts the drama rating thanks to KPOP fans it draws the prospective Kdrama fans into the KPOP fandom therby once again increasing their sales of merchandise and concerts. In addition to bringing the artist appearance fee plus the fee for singing the show OTS all of which Big Hit gets a cut of it also means it is sure to buzz among the fans of the said artists and groups and KDrama fans everywhere meaning more online articles, mentions, reviews and hashtags ultimately building more revenue coming in as the show fans will purchase the OTS on I tunes if not. Another new marketing concept for Big Hit whom had been using the boys beyond the scenes you tube channel to shoot Bangtan Bombs. Also BTS appears in a similar show back 2014-2015 called “American Hustle Life” it was shot in LA despite the boys of KPOP not being very well known at the time it was received pretty well and most of the episodes can still be found on you tube today all with a pretty significant amount of views as we know leads to more social media posts. Overall I would say that their marketing strategy is a pretty solid one. I don’t really have anything to recommend in the way of changing things, what they are doing seems to be working. I would however say that Big Hit does need to get their website up and running soon.
Citations: www.http://facebook.com/ibighit
www.http://Facebook.com/bts
www.http://Twitter.com/bts_twt
www.http://Twitter.com/BigHitEnt
www.http://instagram/bts.bighitoffical
www.http://entertain.naver.com/read?oid=76&aid=0003159480
www.http://btsblog.ibighit.com/m
www.http://youtube.com/bighit
www.http://en.m.wikipedia.org/wiki/big_hit_entertainment
www.http://youtube.comabiz
www.http://youtube.com/vip www.http://youtube.combangtantv