Hello fellow tea drinkers.. Welcome to the TEA SHOP. Grab your drink, get comfortable and comfortable....

This is going to be an interesting discussion on something that has been brewing for a minute..

Media Play and how Kpop is using BTS for this.

Before we get started I want to define what Media play is. I couldn't find a definite definition for this. However, I did find a close description for this

Media play has been described as a technique to gain attention from the public. Media play are articles paid for by companies of “controversial” material about an entertainer, or company to get their name out there. The controversies are often phony or exaggerated.

I will go a step further and add that media play is a marketing tactic used by individuals, companies or publication to attract attention using the name, profile or status of a well known entity to elevate their own name or bring attention to themselves

This is not new in the world. You will see this when companies call out another company in their advertising i.e. Pepsi and Coca-Cola or when one up and coming artist is compared to a more established artist i.e. Beyonce and Normani

In the Kpop realm this is very visible especially when it comes to GLOBAL superstars BTS. Companies will often use BTS as media play. But we all know who the bigger name is. They do this for clicks, views, attention and recognition among people who do not know who they are.

BTSs expansion into global expansion means that in all aspects they are the industry benchmark. Every one is looking at them as the standard. You can argue against this but to the "GP" every time your faves mentioned in the same breathe as BTS, the media has begun

In this thread we will look at 5 parameters of media play.
*Expectations
*Comparisons
*Results
*Growth
*Longevity

If your group has been actively media played by their company, news, the FANS or even the media themselves then you need to pay attention to this first

Expectations
If your faves have been called the next BTS, better than BTS, the X version of BTS then, whewwww you are in trouble. The expectations are very high. They are under pressure to produce the same level of artistry, growth, trajectory and success as them

When said faves fail to meet these expectations then they are seen as failures. They seem like they are lacking. They look inadequate. This actually sets your faves up for probable failure.

Comparison
This could be in terms of vocals, rap, performance, origin story, visuals, song writing, producing and character. The reality is BTS have been praised in all these. Is that to say someone else might not be better, no. But why not let your faves establish themselves+++

as their own persons, artists, performers before you compare them to someone else. You actually take away from their identity and force them into situations where they are seen as images or copies of someone else

Results
I will let the charts, social media followings, stadium tours, commercial endorsement success (converting endorsement with engagement and buying results), critical acclaim speak for themselves.

The success of anything is numerical whether we like it or not

Growth
BTS was not an over night success. It was built over time with calculated steps, raw talent and a locked-in and ever growing GP converted fanbase. Most companies and fans expect their faves to match this to quickly and this does not allow their faves to grow

The product life cycle of anything (product or person) falls on a curve. There are four stages.. Introduction, Growth, Maturity and decline.

Once a group reaches maturity the trend is that they go stagnant. and now the fight is to get them to stay in this stage

This rarely happens unless you have consistent demand. After this stage is the decline stage. The scary part is that BTS has extended their growth stage. So all up and coming groups are still in this stage with them.

Longevity
This stage is dependent on many variables. In the groups it needs a dedicated consumer base, innovation, relatability, company support and group chemistry. BTS has all five. So unless you can achieve these too, you are in trouble.

Now i want to bring in something moat people did not consider. A group was debuted under BH as well as BTS, that is Tomorrow x Together (TXT). What BH did that was clever was NOT to media play them with BTS. They were never the next BTS they were the 1st TXT

This is going to allow them to avoid the pitfalls of media play and allow them to establish their own identity. So far they have been doing a stellar job at this. Their colors and journey are different and this makes them the first TXT and not the next BTS

Media play is great if you want your name to be out there. However we will judge you on EVERYTHING.

Companies and fans can continue media play using BTS but when the benchmark is not reached the fallout will be great