Last month, the global pop storm Korean group Bullet proof Youth Group (BTS) released the latest album Map of the Soul: 7.
Twelve hours before the release time, the bulletproof youth group selected a third-party platform to release a 30 second preview video of the album's main track "On" in advance.
This platform is neither Facebook, nor Twitter or Instagram, but TikTok.
The Jakarta Post reported that TikTok is gradually becoming the new residence of Korean pop music (K-pop).
The reason why TikTok has attracted the attention of K-pop industry lies in its own characteristics: young people account for the majority of TikTok users, which is consistent with the age range of many idol fans;
The video duration of 15 to 60 seconds required by the platform is also suitable for playing the chorus part of the song.
In addition, its ease of use can also lead to higher user participation.
In order to facilitate users' creation, TikTok has established cooperation with some music streaming media service providers.
Users can insert background music without paying copyright fees.
With this convenience, once a popular dance video appears, others will soon follow.
According to TikTok data in South Korea, 66% of users created and released their own videos in TikTok.
Various advantages make the video transmission speed on this application much faster than other applications.
The popularity of the bulletproof youth league in the world is also inseparable from their interaction with fans on Twitter and YouTube.
Last year, once the group logged into TikTok, it won millions of fans in just 3 hours and 31 minutes, creating a Guinness World Record.
Up to now, the bulletproof youth group has released some hot theme challenges on TikTok, including J-Hope Hip Hop Singles with American singer Becky G.
We have accumulated 315 million views and 42 million likes on TikTok.
Some fans even said that they registered TikTok to support Edu.
The support of fans made the bulletproof youth group more and more brave on TikTok, and they even uploaded the preview video of the new single "On" to the platform.
In fact, this is the first time that musicians have released new songs on the video platform.
Zheng Minzai, a pop culture commentator, said: "For the public, the dance of On is quite difficult, so it is not suitable for dance challenges.
But the bulletproof youth group's choice to release new songs on TikTok rather than YouTube undoubtedly proves the growing influence of TikTok." Thanks to the recent upsurge of rapper Yu Zhihao and his digital single "Any Song", TikTok has also increasingly communicated with K-pop artists and their record companies, paving the way for subsequent cooperation.
In less than two months, TikTok's dance challenge cooperation on "Any Song" has gained 400 million views.
There are also about 830000 videos using this single as background music.
Celebrities such as Li Xiaoli, known as "South Korea Beyonce", also joined the challenge.
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