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Along with Squid Game, Parasite, and other South Korean pop-culture exports that have hit it big abroad in recent years, K-pop is hardly representative of all the music being made and beloved in the country-see: trot, indie, shoegaze, literally any other genre you could think of-but it has an outsized impact on the way the West perceives Korea. That said, it's worth noting how we think and talk about K-pop, especially in the midst of the Hallyu wave. It's also a little nudge to look beyond BTS, if that's all you know, and discover the multitudes of other groups working hard to make their fans worldwide squeal with glee. But this story isn't about the giant piles of cash BTS rakes in by simply existing-it's about understanding the sheer power of K-pop as multibillion-dollar global phenomenon. But BTS-who, shortly after PROOF dropped, announced they'd be taking a break to focus on solo projects, losing their label HYBE $1.7 billion due to a more dire-sounding mistranslation in the announcement video-is no ordinary band.ĭuring the COVID era alone, BTS have put out several English-language singles, including " Dynamite" and " Butter," that broke YouTube records when they dropped they held two iterations of BANGBANGCON, a streamable pay-per-view concert that drew 2.4 million viewers at its peak and when in-person shows started up again, their Permission to Dance On Stage tour crossed new US box-office records, commanding $33.3 million and $35.9 million, respectively, from the four-night strings of shows in Los Angeles and Las Vegas, and another $32.6 million from a one-day showing of their concert movie, Permission to Dance on Stage: Seoul. It's the type of massive collection more often reserved for classic-rock bands well past their prime, coasting on radio royalties and greatest-hits record sales, not a band at the peak of their popularity, as BTS is.
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On June 10, just shy of their ninth anniversary as a band, South Korean megastars BTS released the career-spanning 48-song anthology PROOF, the band's sixth No.