Pop/Hip Hop Group, BTS announced this week that they were adding to the definition of their name with a new brand identity.
From July 4th on, BTS have added new logos fraught with meaning for fans.
Noting that this is a deepening of the band’s image and intent, lead rapper of BTS, Rap Monster, elaborated, “This change is like a second chapter for BTS with the whole message and symbols pointing towards the future. Our hope is that the change will bring us and our fans even tighter. We know our fans already understand our message: ‘youth that follow their dreams’ and ‘youth that constantly pursue their dreams.”
The messages of the new brand includes further inspiration for BTS fans –
Youth who don’t settle for the current reality but instead accept their challenges and grow towards their dream.
Logo is a combination of the BTS and ARMY logos.
The idea connects the band’s past and hopes for the future.
BTS, a.k.a ‘Bulletproof Boy Scouts’ remains with its original intent: Bulletproof Boy Scouts who defy prejudices and repression, with added meaning — ‘Beyond the Scene’.
New identity will be applied to all the official merchandise, social platforms, music content and other BTS related business.
Official English name stays as ‘BTS’ and as follows will be pronounced in the following languages:
Korea: BTS (?????)
Japan: BTS (?????)
China: BTS (?????)
Other countries: BTS
In addition to the BI change, BTS also released a remake of a classic K-POP song released some 25 years ago by Seo Taiji and Boys, “Nan Arayo”. Seo approached the band to honor the song, “Come Back Home’ which has already garnered nearly 4 million views in just 24 hours, with the song peaking at #50 on the US iTunes charts:
BTS (?????) – Come Back Home MV
Billboard Magazine noted, “BTS’ “Come Back Home” reworked the song by adding new lyrics and expanding the original melody to include a more lyrical vibe while still maintaining its originally intensely dark feeling.”
BTS are social media darlings. Their videos for “Not Today,” “Spring Day” and “Change” are viral hits with an average of 100 million views over the three videos since their release in early March, 2017.
# # #
ABOUT BTS: Renowned international artists, BTS, became the first KPOP band to win Top Social Artist at the 2017 Billboard Music Awards receiving over 300 million votes, surpassing Justin Bieber, Ariana Grande, Selena Gomez and Shawn Mendes. BTS has sustained their leadership on the Billboard Social 50 Chart longer than Rihanna, Miley Cyrus, and Taylor Swift in the #1 spot.
The band made headlines in the US in 2017 in addition to the BBMA’s by selling out an arena tour, making media friends including Noisey, TIME Magazine, Teen Vogue, Rolling Stone and many other outlets. BTS took the BBMA Vegas carpet by storm, being named the “best dressed boy band at the BBMAs” by Vogue and appearing on Fashion Police. Time Magazine names BTS one of the 25 Most Influential People on the Internet alongside household names.