What is BTS's current message?
Weird question I know but I was thinking about it today how BTS's message in their music has shifted over the past thirteen years, and it had me wondering about the 2.0 era and what they're going to be pivoting to.
For example, in their beginning they were marketed as underdogs, young high school graduates talking about social issues, along with the general album arc of young love. Later they followed with HYYH and early twenties experiances, again keeping that social commentary for Korean youth. Finally with the Love Yourself trilogy there was a bit of a push for mental health care and self love, again geared at teens to young adults (although anyone can relate, or course)
I feel like once they got to the size and mainstream aclaim that they have today, with HYBE becoming a megacorp and them swerving very heavily into promotion of luxury brands, the "political/social Justice" thing kinda fell away as expected. They had the 2019-2021, global SK ambassadors, attending the UN etc. and being like global beacons of hope during the pandemic with their English feel-good Songs.
Then Arirang as an album is a bit of an outlier from this general pattern because I understand it's point is to be a rip-off-the-bandaid, we're back, we're Korean. But I'm curious going forward their goals in music. I don't expect political commentary (they're multimillionaires under a monopolized megacorp like HYBE, let's be real that's not happeninf) and I understand they're all thirty by now so I'm not expecting HYYH, but I'm curious what y'all's opinions are on where they might take their message next.
Xx