Why Does BTS Upload Their Music Videos on Big Hit Labels Instead of Bangtan TV?
The decision of BTS to upload their music videos (MV) on Big Hit Labels rather than Bangtan TV is a strategic move that revolves around multiple aspects such as branding, content targeting, monetization, and fan experience. This article explores the reasons behind this choice, highlighting the benefits and the impact on the fans and the brand.
Branding and Reach
Big Hit Labels serves as the official channel for all content related to Big Hit Music artists, including BTS. By using this channel, BTS leverages its official brand identity. This channel is more widely recognized and has a larger subscriber base, ensuring that the MVs reach a broader audience. The official status of Big Hit Labels also lends credibility to the content, reinforcing the brand and providing fans with a consistent experience.
Content Strategy
Bangtan TV (Bangtantv) is primarily focused on behind-the-scenes content, vlogs, and other non-musical content that showcases the members' personalities and daily lives. By maintaining this distinction, BTS creates clarity between promotional music content and personal or casual content. This separation helps in targeting the right audience for the appropriate content, enhancing the user experience and engagement.
Monetization and Promotion
Uploading MVs on the Big Hit Labels channel offers better monetization strategies and promotional opportunities. It aligns with their overall marketing and distribution strategies for music releases, allowing for more effective advertising and revenue generation. This centralized approach ensures that all MVs are promoted consistently across various platforms, maximizing reach and engagement.
Consistency and Fan Experience
This approach creates a consistent branding experience for fans. All official music releases are centralized in one location, making it easier for fans to find new music and related content. The uniformity of the channels and content distribution helps in maintaining fan loyalty and engagement. Fans appreciate the clear and organized flow of information, which allows them to access the latest releases and updates conveniently.
Subscriber Base and Impact
The decision to upload MVs on Big Hit Labels is also driven by the sheer number of subscribers. As of now, Big Hit Labels have over 43 million subscribers, while Bangtan TV has about 35.4 million subscribers. More subscribers mean that more people will view the content, leading to increased engagement and virality. The higher subscriber base provides a broader and more engaged audience, which is more beneficial for content promotion and monetization.
It's worth noting that the shift from 1theK (formerly known as The King Registry) to Big Hit Labels was due to the subscription numbers. In the early stages, when BTS was not as popular, they released MVs on 1theK because it had a larger subscriber base at that time. However, the decision to move to Big Hit Labels was made based on this critical metric, as more subscribers translate to more views and engagement.
Conclusion
The strategic decision to upload their music videos on Big Hit Labels rather than Bangtan TV is a carefully thought-out move by BTS and their management. This approach maximizes reach, maintains clear content categories, offers better monetization, and provides a consistent fan experience. The importance of subscriber numbers cannot be underestimated, as they directly impact visibility and engagement. This strategy helps in building a stronger brand and audience engagement across different types of content.