The 2001 film Josie and the Pussycats is about America’s conflation of art and consumerism at the turn of the millennium. But it could just as easily be about the K-pop industrial complex, grinding out act after act to see what sticks (sometimes with a lack of care for the art or the artists). The film culminates with nefarious label execs selling branded headsets that broadcast subliminal advertising messages directly into fans’ brains.
It’s a film that comes to mind while watching BTS play their first UK show in seven years, an unbelievably enjoyable spectacle of pyro and panoptical staging, and the purest distillation of what makes a boyband precision-engineered to capture fans’ hearts. BTS are the biggest K-pop group in the world. With more than 40m albums sold, they have a fanbase so fervent it is called the Army. This is the band’s first tour since a three-year hiatus for each member to complete 18 months of compulsory military service – marked by a new album, Arirang – and it’s hailed by activations across the capital including a London Eye takeover. A cynical mind might think the in-the-round staging provides more opportunity to sell expensive pit tickets. A cynical mind might see the brands blacked out on the water bottles onstage and think … “clearly Fiji Water didn’t cough up sponsorship”. A cynical mind might behold the light-up “Army Bomb sticks” wielded by the crowd and think … “are those mind-control devices?”
