On March 22, KST, a post outlining HYBE’s allegedly intentional downplaying of BTS in the media went viral in an online community.
The OP (original poster) offered an extensive compilation of news headlines from 2023, which all mentioned that HYBE was still making an impressive amount of profits in the absence of BTS as they fulfilled their mandatory military duties. The headlines mostly highlighted other HYBE groups, SEVENTEEN, LE SSERAFIM, and NewJeans, as artists who filled their big shoes in terms of money-making for the label.
- “HYBE Fills BTS’s Emptiness With NewJeans”
- “HYBE ≠ BTS…Highest Ever Performance In The Second Quarter By Diversifying Revenue Sources”
- “The Absence Of BTS Confirms The Competitiveness Of Other Artists… Contribution From Newjeans And Others Increases”
- “BTS Enlistment, Debut Of 4 Hybe Teams …. TXT→ Seventeen Comeback Announcement”
- “HYBE: “We Will Debut 4 Groups”…Suggesting An Alternative To BTS’ Enlistment”
- “Following BTS, Seventeen’, TXT And ENHYPEN Also Succeeded, Responses For Rookies Are Also Good”
- “I Can’t Feel BTS’ Empty Space… HYBE Is Growing Again This Year”
- “We Don’t Have BTS, But We Have Newjeans”… 80% Rise Compared To Lowest Point”
- “We’re Successful Even Without BTS’… HYBE’s NewJeans Enters Billboard”
- “Even Without BTS, We’re Succeeding”… HYBE’s Stocks Raise By 4%”
- “Park Jiwon HYBE Isn’t Worried About The ‘BTS Hiatus,’ From NewJeans To LE SSERAFIM, And The Monetization Of Platforms”
- “‘BTS Can Enlist,’ BIGHIT Acquires Ithaca, U.S.… Target Is 360,000 Won.”
In total, the OP’s compilation had over 40 such headlines from different news outlets, all centered around similar discourse.
Many netizens expressed their dismay at the way BTS’s name was used in all the articles to, in their opinion, underestimate BTS’s influence and contribution toward the company. However, many also pointed out that it was a calculated move to appease shareholders and show that the company is not solely dependent on BTS.
- “What kind of mediaplay is this?”
— “I guess they couldn’t do without mentioning BTS…HYBE, this is dirty.” - “Is it because of the shareholders? To reduce dependence on BTS?”
— “Even I know K-Pop can’t exist without BTS.” - “I thought there might be a few of these (articles), but there are so freaking many.”
- “This is really crazy.”
- “In the case of the idol I like, I know their company is crazy. But it’s the same here…F*cking hilarious.”
What do you think?
