BTS is expanding its fan base by creating a fun-filled universe of music and content that provides fans with multiple ways to engage.
The band is building a legacy of music, entertainment, and education using its IP assets. HYBE, the Republic of Korea's leading entertainment management firm, manages the group and its IP. Bread and butter is music, but the band is expanding its IP asset portfolio and diversifying into other areas of entertainment.
BTS, a seven-member Korean boy band, is one of the most successful groups of all time. The group's first studio album, 2 Cool 4 Skool, was released in 2013 and since then, their global fan base has grown. BTS is a Korean hip hop group rooted in the underground scene that successfully crosses language and cultural barriers with tracks like Blood, Sweat and Tears, Fake Love, and IDOL.
BTS has won and performed at music awards in Korea and around the world, including Japan. The group has addressed the United Nations General Assembly twice, launching the Love Myself anti-bullying campaign with them. BTS has become an economic force in South Korea, boosting tourism and interest in Korean fashion, food, film, and television, as well as boosting the economy. According to the Korean Culture and Tourism Institute, BTS is believed to contribute USD 5 billion to the domestic economy.
BTS’s artistry and accomplishment are multifaceted. They are unmatched in connecting emotionally with their fans. Beyond financial support, the ARMY provides BTS with unwavering support and commitment.
Beyond these, BTS is also notable for its ability to leverage its intellectual property rights to enhance its brand, develop its creative potential, and diversify its income streams.
BTS is enhancing its fan base by establishing an entertaining world of music and content that offers customers a variety of ways to engage. While music is the foundation of the band, it is increasing its IP asset portfolio and entering other areas of entertainment. HYBE, the Republic of Korea's leading entertainment management firm, handles the band and its IP. BTS is establishing a legacy of education, entertainment, and music. IP management is crucial to these initiatives.
BTS holds and benefits from Copyrights.
Musicians depend on copyright to safeguard their most important IP assets: musical compositions, performances, and sound recordings. Copyright-protected musical compositions may generate significant revenue from performance royalties, mechanical royalties (every time a composition is reproduced), synchronization (e.g., when a song is used in a movie, TV show, or advertisement), and other publishing rights.
SUGA, RM, and j-hope have become prominent Korean Music Copyright Association (KOMCA) members thanks to the popularity of their compositions.
The members of BTS co-write their songs, which are filled with personal references and clever wordplay. By connecting with their fans on an emotional level and inspiring fan discussion about the significance of their lyrics and how they should be interpreted and translated, they are able to build a strong interconnection between their fans.
According to the Recording Industry Association of America’s Global Recording Artist list for 2020 and 2021, which ranks the world’s best-selling recording artists according to physical and digital sales, BTS was the world’s best-selling recording artist. BTS is the first Korean act to top this list, as well as the first band to hold this position with music primarily sung in a language other than English. Since 2018, BTS has ranked among the world's top sellers, and in 2021, BTS was the third most-streamed act on Spotify.
In addition to its musical accomplishments, BTS’s copyright portfolio includes books, comics, music videos, variety shows, documentaries, mobile games, DVDs, and streaming content. BTS has even created its own fictional world, the “Bangtan Universe” (or BU).
BTS utilises BU as part of its transmedia campaign to deliver content across various platforms to provide a unified fan experience. BTS' narrative is delivered through short social media "notes" and physical cards included in the group's physical albums. BU has also been used to create two books (The Notes 1 and The Notes 2), as well as the digital comic Save Me (2019).
Additionally, BTS rakes in millions through trademarks, design rights and patents.
BTS set a precedence in the law on image rights.
In the Republic of Korea, BTS made legal history in 2020 when the Supreme Court ruled that image rights belong to celebrities and their management agencies. Image rights (the right to control the commercial use of one's identity) are crucial for prominent musicians and artists. The ruling is expected to prevent third parties from exploiting the popularity of groups like BTS from free riding. It will now be possible for entertainment companies to sue unauthorized producers of BTS merchandise.
BTS released Hip Hop Monster, a digital comic, in 2014 and the BTS World mobile game in 2019, as well as graphic novels based on their songs. In January 2022, 7Fates: CHAKHO, an urban fantasy story inspired by Korean folklore, was released as a digital comic novel on Webtoon and Wattpad.
BTS has developed a multifaceted content strategy that includes the creation of music for BTS World, as well as a single, Stay Alive, by Jungkook and SUGA for the CHAKHO series.
BTS hosts a variety of annual events, including BTS FESTA─ a party to commemorate the group's debut, where they offer exclusive music and photograph sessions ─ "Muster" gatherings, VIP shows that are recorded on DVD, and the game show Run BTS.
The band's sophisticated multimedia structure creates multiple opportunities to connect with their fans and to generate new creative outputs.
Marks are used to identify goods and services.
A trademark is a sign that distinguishes a company's goods and services from those of competitors. BTS is developing a creative world with many registered trademarks. A trademark's registration is a strong foundation for developing a brand.
BTS registered more trademarks than any other pop group with the Korean Intellectual Property Office in 2021.
The trademark portfolio of BTS, an abbreviation of "방탄소년단" (Bulletproof Boy Scouts), is based on the band's name. BTS's name and logo are registered as trademarks for a wide range of goods, including cosmetics, furniture, telecommunications, education, and entertainment software, among others (see International Classification of Goods and Services for more information).
ARMY, the band's fan base, is one of the most active and influential online communities. It has in fact become a registered trademark and brand.
BTS has applied for trademark protection for various expressions relating to the band's relationship with its fans, such as the neologism '보라해' (purple). One of the BTS group, V, invented it.
In addition to developing multi-pronged brand strategies, BTS has registered trademarks for BANGBANGCON, ARMYPEDIA, BU, 7FATES, and BTS UNIVERSE STORY events and projects.
In 2019, BTS was the pop group with the most registered trademarks with the Korean Intellectual Property Office (KIPO), according to data from the South Korean National Assembly.
Having a patent on an invention is a big deal. BTS makes use of patents.
To enhance the entertainment experience of BTS fans, HYBE is partnering with high-tech startups to develop patented new technologies. Patents protect technology that is novel, inventive, and useful, particularly in the entertainment industry. The definition of what is patentable varies from country to country.
An electrical pen that emulates the voices of BTS members (Neosapience, 2019) is among the offerings on HYBE's Supertone package for learning Korean in 2021. A collaboration between Neosapience and HYBE created educational content for the Learn! Korean study package. It comes with an electric pen (the motipen) fitted with Neosapience's cross-lingual voice cloning technology. BTS and their TinyTAN characters are used to educate fans about Korean in the course.
In addition to supporting BTS' merchandising activities, HYBE invests in the development of new technologies, such as the 'light sticks' used by fans to express their support during live performances. In 2020, HYBE filed for a number of patents for methods to transmit data and control the colours of a light stick. As of now, these applications have not been examined by KIPO.
How does BTS use design rights to make money?
Design rights play an important role protecting important elements of the BTS brand experience inasmuch as they expand their IP portfolio. Merchandise sales are typically an important source of revenue for musicians. The time and money invested in creating merchandise can also yield new IP assets protected by design rights, which defend the look of a product.
ARMY Bombs, a prominent sign of BTS fans’ loyalty, have been released in various forms. According to Korean IP rights information system (KIPRIS), HYBE owns the rights to three ARMY Bomb designs. Every K-pop group typically has its own official light stick, its own design and name. BTS's ARMY Bomb is battery-driven, and during concerts it changes colour as the band's music plays. When paired with the BTS official app via Bluetooth, it changes colour as the band's music plays.
How does BTS develop and use intellectual properties?
BTS is capitalising on its IP rights to generate additional opportunities to expand its universe and generate revenues by licensing them. BTS has developed over a dozen imaginary characters and product lines. For example, BT21, a co-creation effort with LINE FRIENDS CREATOR, includes animations of BTS band members, as well as a variety of clothes, stationery, cosmetics, and food items. BTS is collaborating with a variety of global brands through BT21, including Converse, Reebok, Hello Kitty, Antisocialsocialclub, Neighborhood, UNIQLO, Melissa, The Crème Store, Olive Young, Jandaia, Riachuelo, MediHeal, Dunkin' Donuts, and more.
BTS band members' stage and image names are also represented by TinyTAN animated characters in addition to having their own YouTube channel and brand partnerships. They are the "face" of BTS in projects such as "Learn Korean with TinyTAN" and various animated films.
To conclude.
Just like the band B.T.S. you can successfully develop a strong connection with fans or clients by protecting your artistic works, BTS has demonstrated how strategic I.P. usage can enhance brand experiences, generate income, and generate new opportunities for creativity. Business innovation and I.P. are clearly important drivers of the band's success and play an important role in preserving its legacy.
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