This article is based on publicly available information and presents an opinion on the media strategy of HYBE and the content of The New Yorker article. Any assumptions made regarding the intentions or internal workings of HYBE are speculative and intended solely for the purpose of public discourse.
When reading the recent article in The New Yorker titled "The K-Pop King," which focuses on HYBE's chairman, Bang Si-hyuk, I couldn’t help but feel uneasy. It raises several questions: Why was this article necessary at this moment? Why now, during a period when HYBE is facing internal challenges, particularly concerning its sub-label ADOR and NewJeans?
In my opinion, this article feels like an attempt by HYBE to boost its image amid ongoing struggles. The article extensively praises HYBE’s vision, focusing on Bang's rise from humble beginnings to billionaire status. However, it seems mistimed. Such an article would have made more sense when BTS was at the height of their global dominance, not now when the group is on hiatus due to military service and HYBE is grappling with internal challenges.
It's unsettling that much of the article serves to glorify HYBE’s achievements rather than address the current state of its groups. To the casual reader, it feels like a PR exercise, out of touch with the reality fans are seeing. Instead of focusing on genuine concerns within the company or even discussing HYBE's current leading girl group, NewJeans, the article paints an almost celebratory picture of past glories.
As a PR strategy, this feels disconnected from HYBE’s grassroots fanbase—the very people who have helped the company rise to its current stature. These fans, who buy the albums and support the idols, deserve more transparency. The timing of this article suggests a disconnect, almost as if HYBE is trying to sweep its current issues under the rug by focusing on its chairman’s past success rather than addressing present-day challenges.
There’s no denying Bang Si-hyuk's incredible contribution to BTS’s global success and to the K-pop industry as a whole. His innovative approach, which emphasized authenticity and fan interaction, set BTS apart from other groups. Bang’s strategies transformed BTS into a phenomenon that not only revolutionized K-pop but also contributed significantly to South Korea’s economy. However, the genius behind BTS’s success risks being overshadowed by HYBE’s current troubles.
This brings us to the question of authenticity. The New Yorker article highlights HYBE’s new group, Katseye, and includes mentions of Enhypen’s appearance at KCON in Los Angeles. But the timing feels suspicious. Is this article meant to promote these groups while ignoring the very real issues the company faces? Fans aren’t blind. They notice when a group is being heavily promoted through media rather than through organic fan engagement.
Moreover, there's a notable absence of any acknowledgment of NewJeans' massive success. The group is currently breaking records and dominating the charts, yet the article barely touches on this. When asked about the group’s CEO, Min Hee-jin, and the controversies surrounding her, Bang declined to comment, citing ongoing legal matters. This refusal to address NewJeans’ success or the controversies involving HYBE leaves a sour taste. What’s the point of an article that chooses to gloss over the biggest success HYBE has at the moment?
Additionally, the omission of any reference to the relationship between HYBE and the Korean media, which has been a topic of concern lately, raises questions about the authenticity of the article. Without acknowledging these concerns, the article feels more like an attempt to repair HYBE’s image than a genuine reflection on the company’s current state.
It’s hard to read this article without feeling that it undermines the hard work and reputation BTS built. While BTS is on hiatus due to military service, the group’s legacy seems to be getting lost in HYBE’s PR efforts. The timing and tone of this article feel out of sync with what fans are experiencing right now.
In conclusion, this New Yorker piece raises more questions than it answers. It’s a PR move that feels disconnected from HYBE's loyal fanbase, and in trying to elevate the company and its chairman, it only serves to highlight the ongoing issues and the lack of transparency. If HYBE wants to maintain the trust of its fans, it should focus less on self-promotion and more on addressing the real concerns within its company. Fans and the public aren’t looking for glorification—they’re looking for authenticity.
Disclaimer: This article is based on publicly available information and presents an opinion on the media strategy of HYBE and the content of The New Yorker article. Any assumptions made regarding the intentions or internal workings of HYBE are speculative and intended solely for the purpose of public discourse.
For the original article on the New Yorker : The K-Pop King - Chairman Bang, the man behind BTS, is bringing his formula for creating K-pop idols to America.
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