BTS, or Bangtan Sonyeondan (Bulletproof Boy Scouts), is a K-pop group formed in 2013 by Big Hit Entertainment, led by producer Bang Si-Hyuk. Initially, they were known for their hip-hop style and strong emphasis on individual member expression. Over time, they expanded their musical style and message, evolving into a global phenomenon with a dedicated fan base called ARMY. At the time, physical album sales were on the decline and digital revenues were not yet high enough to compensate. BTS’s representation by Big Hit, rather than one of the three agencies that dominated K-pop at the time, allowed the individual members leeway to express their individuality and have input into the music.
