Differences in Global Strategies Between BTS and BLACKPINK

BTS and BLACKPINK operate under distinct strategies that set them apart from other K-POP artists, as they have fully adapted to the structure of the U.S. music market. Unlike many K-POP groups whose U.S. entries are led by Korean agencies with local companies handling only CD distribution or acting as local liaisons, these two teams maintain deep partnerships with top American record labels.

**Scope of Local Promotion in the United States** BTS is partnered with Geffen Records, a subsidiary of Universal Music, and Full Coverage(PR), while BLACKPINK collaborates with Interscope Records, also part of Universal Music, and The Orchard, which belongs to Sony. Through these alliances, they secure the same level of “local promotion in the United States” as artists like Taylor Swift and Lady Gaga. This includes appearances during prime-time TV shows, extensive airplay on local radio stations, and headlining slots at major festivals.

**Approaches to Charting on Billboard** While traditional K-POP strategies focus on physical media, such as offering “large quantities of photo books” and “random photo cards” to encourage fans to purchase multiple copies, sustaining long-term positions on Billboard’s main charts like the Hot 100 or Billboard 200 requires more than just CD sales. Streaming numbers and radio play within the U.S. are essential. BTS and BLACKPINK began early by collaborating with renowned producers in Europe and the U.S., releasing songs entirely in English, and partnering with global pop stars such as Coldplay, Lady Gaga, and Selena Gomez. As a result, their music naturally reached a broader American audience beyond their core fanbase and appeared on streaming playlists like Spotify’s “Today’s Top Hits,” establishing them as mainstream hits.

**Breaking Away from Conventional K-POP Routines** Unlike typical K-POP groups that follow a fixed routine of 2–3 rapid comebacks per year and daily appearances on Korean music shows that run for a week, these two teams adopt release cycles similar to those of global Western artists—producing major albums once every 1–2 years. BLACKPINK intentionally spaces out their releases long enough to turn each comeback into a “global mega-event” rather than just a new song release. BTS, meanwhile, set their first music show appearance not in Korea but at events like the Billboard Music Awards or Saturday Night Live in the U.S., establishing Hollywood as their benchmark from the start.

**Branding as Cultural Icons** All of BLACKPINK’s members serve as global ambassadors for brands such as Chanel, Dior, Saint Laurent, and Celine. Even when not active in music, they remain at the forefront of global trends at international events like Paris Fashion Week, solidifying their status as icons admired worldwide. BTS has established itself as an influential figure with speeches at the United Nations General Assembly and meetings with then-President Biden at the White House. Their albums are promoted as “a single cohesive story or message,” and a fan economy has developed where fans deeply connect with these narratives. Because they have operated from offices in the heart of the U.S. and global entertainment industries from the beginning, competing according to local rules, the scale and intensity of their promotions appear entirely different.