The BTS Army, tens of millions strong worldwide, is arguably the most loyal fanbase in music history, and according to songwriter Marcus McCoan, who has co-written tracks with the group, they are "absolutely critical" to BTS's success. "There is no other fanbase like it, and they were absolutely critical to building BTS up to what they are today, and the band would 100 per cent agree with that," McCoan said. "It was and still is a snowball effect – the more the fans show up for them, the more they talk about them online and the more merchandise they buy, the more chances BTS offer them to be involved. It’s very much a two-way relationship, and it’s fair to say K-pop bands really live or die by their fans."
Record-Breaking Fan Engagement
The Army first made headlines in 2017 when they mobilized online to earn BTS the Billboard Music Award for Top Social Artist, a category recognizing streaming numbers and fan engagement on social media. In 2021, their @BTS_twt message to #StopAsianHate was the most retweeted post of that year, and #BTS was the most retweeted hashtag on the platform, largely thanks to fans celebrating the group's Dynamite Grammy appearance. When Arirang became the most streamed K-pop album in Spotify history earlier this year, it was clear that fans' dedication remains unchanged, even after the group's four-year hiatus.
The 'Fandustry' Concept
Euny Hong, author of The Birth of Korean Cool: How One Nation Is Conquering the World Through Pop Culture, says the relationship between fans and BTS is unique. "The Korean word for the K-pop audience relationship is 'fandustry', and it’s a concept that Koreans made up, which is the idea that the band operates as if the audience is more important than the band members themselves." Fans pay an annual fee of around £16.50 via the Weverse app (created by Hybe, formerly Big Hit Entertainment) to become card-carrying Army members. This grants exclusive behind-the-scenes footage, live streams, merchandise offers (including the official spherical light stick known as the Army bomb), and early access to concert ticket presales. Concert goers also receive "fan chant guides" with lyrics highlighted in blue and red to signal when to shout loudly or sing along, ending with a rallying cry to "Wave your ARMY BOMB energetically and cheer loudly."
Redefining the Digital Era
According to Carl Smith, Editor at Official Charts UK, BTS's success lies in "breaking down this fourth wall" early on. "They didn’t just engage fans, they redefined the artist-fan relationship in the digital era," he said. "Through Twitter, Weverse and their charmingly – and unconventionally – unfiltered live streams, the boys built one of pop’s most fiercely loyal fanbases." While BTS concerts sell out on every occasion, the Army truly shines online. There are accounts dedicated solely to tracking BTS's social engagement metrics, streaming guides for new releases and award seasons, and accounts focused on translating every piece of content the group produces.
Social Activism and Campaigns
In 2020, following the announcement that BTS had donated $1 million to the Black Lives Matter movement, fans launched the #MatchAMillion campaign on Twitter, reaching the $1 million goal shortly after the 24-hour mark. The One In An Army fan collective runs regular campaigns, encouraging donations to causes aligned with BTS members' values. Its most recent flash campaign raised money for a Los Angeles-based non-profit organizing free programmes linked to diasporic Korean arts and culture. However, the Army's passion has also been channeled into frustration with management decisions. When some members felt Jin's role in the Dynamite music video wasn't prominent enough, they created hashtags like #BigHitLetJinShine and funded a protest truck outside Big Hit's headquarters in Seoul.
Fan Wars and Global Impact
There is also reported rivalry between the Army and Blinks (fans of Blackpink), described by a newspaper as "the most explosive fan war in K-pop history." Exchanges are typically rooted in disputes over which group "paved the way" for K-pop's global success, with tension fuelled by rumours of cross-band romances. BTS superfan Pankil Jhajhria, who explored the group's global impact for the Malala Fund, said: "I love being a member of a group that not only cares about helping BTS sell records, but also cares about spreading the band’s social messages. Knowing that I’m part of a movement that is making the world a better place makes me feel so much more than proud. It’s a beautiful, purple, glittery feeling that’s hard to describe." She added, "Even if you don’t understand the lyrics, the feelings and messages land upon you like nothing else."
The Ultimate Act of Respect
The connection between the Army's devotion and BTS singing about topics once considered risqué for K-pop is acknowledged by the members. Suga once said: "We started to tell the stories that people wanted to hear and were ready to hear, stories that other people could not or would not tell. We said what other people were feeling – like pain, anxieties and worries. That was our goal, to create this empathy that people can relate to." The mutual love is never more apparent than at live shows. According to K-pop expert Euny Hong, BTS regularly demonstrate the ultimate act of respect to their Army on stage: "They always bow to the audience. In Korean culture, as with most East Asian cultures, bowing is something you do pretty much every day. But this is different. You know, the lower the bow, the more respectful it is. And there are some concerts where BTS actually bow on the floor. You sort of kneel on the floor, and then your whole body is prostrate, so your face is basically touching the ground. And BTS do this to their fans. And that in normal, everyday Korean life is reserved only for your grandparents on New Year’s Day or your dead ancestors when you visit their graves. It is the biggest way you can show respect to somebody."
