Behind the Shun - a comeback special series

We put our questions to the public; we received so many responses that it took the whole team to gather and breakdown. Hence the article has become longer than expected to put all your views across. Join us during this comeback week as we reveal your thoughts and put them to radio stations across the UK.

Part 1

Introduction

If you’ve been on social media these last couple of years you will have come across the name of a “boyband” at least once. BTS, a seven member South Korean kpop group have been making waves all over the world, especially the West in recent years. However don’t be mistaken into judging them as your typical boy group, they mean serious business. They dance, boy do they dance! They practise hours upon hours to perfect their routines, a cohesiveness that could be military in its precision. They don’t just sing your typical love songs, writing hard hitting lyrics that also tackle social issues that affect everyone. BTS are dedicated to their craft, making personal sacrifices from the get go, they work hard, and perform harder; sometimes until almost breaking point.

Winning over the US market, including two Top Social Artist Awards from the Billboard Music Awards, performing on said award show as well as the American Music Awards, appearing on Ellen, The Late Late Show with James Corden, Jimmy Kimmel, and performing at Dick Clark’s New Year Eve, a major show with millions of viewers in the process; the US has embraced them with open arms and regularly play their music on mainstream radio shows.

Here in the UK, BTS has a strong and steadily growing fanbase numbering in their thousands, evidenced by their two O2 concert tour dates selling out within minutes. Believe me, because this Army was up from 6 am with 13 devices open and 4 other people, all sitting around a table praying that we get tickets!

Ever since I discovered BTS, I, along with all other Army’s in the UK have regularly been contacting Radio stations such as BBC Radio 1, Capital FM, Heart FM, Kiss FM, and many others. All these mainstream radio stations claim that they play new, updated, popular music.

When I first joined the fandom, I, like many others didn’t realise just how DIFFICULT it is, to get music or songs in a language other than English played on the Radio. Frustrated as individuals, a group @BTSRadioUK was formed. We came together to dedicate our time in raising awareness, constantly tweeting, phoning, requesting, emailing, posting letters to, even going into radio stations; all in the hope that they would take us seriously and listen to what Army want, to get BTS airtime on UK radio stations.

Several months on, we have had some success, mainly with smaller independent radio stations. We remained hopeful, because even though they are smaller stations, they heard our requests. It was a step forward. They were baby steps, we knew it wouldn’t be an overnight thing; we took inspiration from BTS, who worked hard for YEARS before they finally got recognition in South Korea with their 1^st win. They worked hard, and their dedication has paid off. But facing such difficulty made us all wonder: WHY ARE RADIO STATIONS SO RELUCTANT IN PLAYING BTS? (Or any popular foreign language music). - Shinara Hussain

Question 1 right off the bat asked people Why do you think that UK Radio Stations don’t play BTS?

One common response within this question was about the language barrier between Korean and English. They felt that perhaps people would be put off listening to the music as they can’t understand what is being sung. Along with people not being able to instantly understand what the lyrics mean, it’s considered to be ‘not normal’ which also makes radio stations reluctant to play them as they think that they will lose listeners if they play other cultured music.

‘We're a much less blended country than the US, which has lots more cultures all intertwined. They're getting there, but we're generally more sceptical/conservative consumers than the US’.

Another reason they may not play groups such as BTS is because they are seen as just a teen craze, a fandom full of hormonal teenagers who only lust after the members because of how they look. However the ‘average’ age within the fandom is in the mid 20’s and big radio stations often aim to attract the younger more adolescent demographic. Being a teenage craze will lend radio stations to think that it is just the fandom getting in contact with them and not people who have a general interest; that the craze will eventually die out, and therefore radio stations may not take people requesting for the group to be played on the air seriously. This reasoning would also lower the chances of having general Kpop being played on the radio.

There is a general reluctance to play any foreign language music on mainstream radio’ mainly due the language barrier as previously mentioned. With students in school taking a foreign language such as Spanish or French etc, you would still be hard pressed to find songs in those languages on mainstream radio, therefore the chance of Korean being played is even slimmer; the language is very different and not many words can be identified. Despite idols including English in their songs it is not enough for radio stations to be confident enough to play it to their audiences.

It may also be that Radios do not have enough knowledge of K-pop to know what it is and that their perception of K-pop is that it is full of fan girls who only like artists for their looks – a characterisation that they cannot see past. And this is despite the fact that a significant number of BTS Army are grown adults who hold jobs, have families, who follow them because of the meanings behind the songs, because they identify with what they are singing about. Furthermore, quite few responses talked about how BTS were not mainstream enough and due to the lack of promotion by both BigHit and BTS themselves, UK Radios find it easier to ignore it as it can be seen to be not as well heard of compared to Western artists who promote and seem to be mainstream. Although BTS is popular around the world, it can be argued that they still haven’t found their footing in the UK and have yet to make a mark here. Once BTS come to the UK in October, they will be more likely to be recognised as they will have attracted the attention of many people, including radio stations. - Abbie Barnes & Shufei Chen

Part 2

Our second question then went on to ask Do you think that language has a big part to play?

The question of language having a part to play in radio stations playing BTS’ music is a really important one.  Opinions on the matter are at both ends of the spectrum, there really doesn’t seem to be a middle ground.

You have the definite YES camp, and then there is the definite NO camp; the following are the most popular opinions:

YES

I think when you ask someone to play BTS they will feel really reluctant to play it; while reading through the responses you can tell that Yes language does have a big part to play while trying to get radio stations to give airtime to BTS, and most people say it’s because they think their listeners want to sing along to the songs. While we understand that k-pop isn't for everyone and most people won't want to play it as many people can't understand it.

I think when you ask big radio stations to play BTS they won't as according to them or their DJ’s BTS is probably not big enough. I feel like some people will only play the song if it big or viral as they don't normally play songs that isn’t in the English language.

I think that if the song gets a lot of requests then it should be considered to be played; they also believe that is more to do with the culture of the genre than with the artist or the song itself.

Most people normally break the UK chart before they are played on the radio and it is getting harder to get a breakthrough in the UK not just for international artists but for English speaking artist as well.

When people think of Spanish Italian music they think of summer and happy and bright places and maybe when they think about Korean music it doesn't give them that effect.

NO

Some views are that music is universal and that it doesn't matter at all that the song is in a different language, as all the different emotions and feelings that come through when you listen to some songs comes from an instant emotional connection.

Other respondents have stated that it makes them very happy and has helped to lower stress levels.

‘It always makes me feel different emotions based on the songs.’

‘It’s changed me for the better, when I first started listening to their music I was a very anxious person and often had panic attacks. I couldn’t even knock on a door without panicking. But through their music and the messages they put out there. I have become a better person, and I am able to do the things I want to because they have gave me confidence and hope.’

It is evident from many responses what a positive effect BTS’ music has had on people.

‘I've never been so invested in a band, ever. Even through my pop punk teenage years. I'm turning 27 and a lot of my friends think I'm mad, because they also have the preconceptions of K-pop. I discovered them at a scary time in my life when I quit my job and didn't know what I wanted to do, and seeing their passion and work ethic was so inspiring.’

BTS' music, has allowed for a whole supportive community to be built around it, many express just how much BTS mean to them as people, they have allowed them to be themselves, learn to express themselves. They have allowed people to broaden their views and taught self-worth and enabled to ‘learn to appreciate and Love Myself’. They inspire and motivate people from all over the globe; to strive to be a better person and this is despite there being a so called language barrier. - Amber Bevan & Eve Griffiths

Our third question asked What is the difference between music that radio stations play and the music by BTS?

Why do people think that radio stations in the UK are so reluctant to play BTS, or really just K-Pop in general. What is it about Korean pop music that is putting off the DJs from blasting the tunes for us despite the constant wave of requests? We’ve turned to you to try and get a real feel for what’s preventing the breakout of BTS into mainstream radio.

The vast majority of you believe that the language barrier is a major issue. Overwhelmingly, many of you have agreed that the radios are far more likely to play English dominated songs that are popular in the mainstream, i.e. the Top 40 UK Charts, while BTS’ music has a more unique style because their songs are sung in Korean and sometimes Japanese. Despite the fact that they even produced songs and collaborated with western artists such as the The Chainsmokers and Steve Aoki, it’s the notion of the lyrics being predominantly Korean that seems to ruffle people. It’s also important to recognise where BTS’ popularity is situated, with their music being better received in their home country and other parts of East Asia rather than internationally like in the UK and Europe. It may well be something to do with a lack of familiarity about another culture that is ever growing and expanding globally.

Following on from this, it’s also apparent that the musical arrangement is something that has been highlighted as a crucial difference. Most have pointed out that the music generally played on the radio stations is quite generic and often repetitive or has become famous as a result of being around for so long, things which BTS are completely different to. The media coverage of BTS in the UK is minimal, and popular artists over here often rely on trending in the news and familiarity of the general public - something that BTS is struggling to achieve as a result. BTS songs have a lot more layers/sounds in their songs, which can be quite intense and sometimes needs a more careful listen - when you combine this with the language difference, it can turn into an uphill battle. A lot of people are also not fans of the random bursts of rapping/hip-hop - “Butterfly” is a great example, lovely pop tune/ballad then Namjoon ‘shouting’ in the middle - while we ARMYs enjoy this, it may be too much for some. Perhaps songs without the intense rapping like “Best of Me”, “Blood Sweat & Tears” and “Save Me” are perhaps more palatable for introducing the UK to BTS.

Perhaps the biggest difference between Western music and BTS is the message that the music gives out to its listeners. BTS’s music often conveys deep and thoughtful messages by encouraging people to live better lives. The response that we’ve got from people who listen to their music is that the music the UK radio stations play is artificial and shallow - they don’t give out an insightful message like BTS does. Perhaps it is the exploration and understanding of issues that puts people off from listening to BTS or even giving them a chance, most of the music we hear now is often concerned with money, drugs, sex and love. The connection that BTS have with their music and their fans is other-worldly: the fact that they write and produce their own music shows a whole new level of passion and dedication to their craft, and it’s these vibes that make us relate to them. Their lyrics and music are healing for many, and provides a safe space for many of us however we feel.

Having a better understanding of these views will hopefully enable us to begin spreading the message of BTS’ music more universally for everyone and encourage the radio stations to move away from the stigma of playing Korean pop music. Everyone should be able to enjoy it, and more exposure can help promote this diversity that these radio shows claim to have. - Gabrielle Millard & Rhiannon Healey

Part 3

Question 4 asked Radio Stations in the UK have had numerous tweets/messages from fans asking for BTS to be played consistently, why do you think they are ignoring these requests?

Most of the responses to this question were of the fact that people can’t think of a valid reason why it wouldn’t be played.

‘Don’t know, there is no valid reason why they haven’t been doing it... They’re not bad people; they have played songs in other languages before on the radio. The lyrics are clean, and there is a very clear demand for their songs to be played... I just don’t get it.’

Others feel it is because Korean music & Kpop hasn’t been heard on the radio since Gangnam Style, so people probably think that all kpop is like that, and stations are afraid to alienate their listeners; that people are quite unaware of Asian cultures.

‘Because Korean music & Kpop is something they've not heard much of since Gangnam style, so I believe they think it's all that kind of pop, fun type of music. BTS branches out into different genres; yet they are still being ignored. I think another part is because it's Korean and a lot of the western countries seem quite unaware of Asian cultures and pop culture. Again, they’re afraid to alienate their listeners.’

Another response has actually made us feel quite disheartened, as a possible reason why all our hard work is being completely ignored.

’I’ve been told first hand by a content controller for a radio station that they don’t pay attention to accounts that are obvious fan accounts as they just think that it’s only the fans who find them popular and no one else.’

Innovation is supposed to be the crux of how businesses beat their competition and grow. The fear of maybe a negative response from non-kpop fans and impact on their listener numbers and maybe put their jobs on the line if too many people react negatively is baseless. And how realistic is it that they are sure that playing a BTS/kpop/foreign language song a few times during a whole 24 hours will actually drastically affect these numbers? They deem the requests as random and not reflective of the general public. It is easier to cater for the majority and ignore the minority. The underdogs (ARMY) are deemed too small to make any significant change to the music scene. How will a station know any of this for certain unless they are original and brave enough to take that leap of faith? - Marsha Night & Faisa Adbullahi

With question five we asked They played and still play ‘Gangnam Style’ by Psy; this is the same language as BTS songs, why do you think they play that happily and not BTS?

The most common reasons people feel that Gangnam Style was played initially is that it became an international success and that’s the only reason they started playing it. The population got used to it (through social media) which is why we believe that spreading the word about BTS to the general public is crucial; at the moment they are still very much unknown. Once word gets out and people appreciate their talent and message in their music they will become much more in demand.

‘Gangnam Style blew up as a sort of meme, it was a strange oddity from another country that people could make fun of’

Ironically listening to a ‘funny song’ that isn’t from your culture seems to be more socially acceptable than to genuinely give that music a chance.

Unlike BTS, whose songs carry social messages, they work on the music day in day out and are serious artists. However, try as Army’s might we may not be able to get BTS the attention they deserve unless BigHit are also prepared to promote them. In light of the O2 concerts, perhaps they also realise the potential of the European market. We may not be as big as the US one, but the fan base here is just as dedicated. And we need media outlets such as mainstream radio stations to play them more often as normal music. 

Playing a foreign language song once every two hours or so will not reduce a stations listening figures. In contrast, they will open up their demographic who may not have thought to tune in to their station; once the artists fan base realises that this station is playing the favourite artist’s music, something that is not readily available they will tune in more in the hope of hearing them on that station. It also normalises foreign language and opens up people to be more receptive to things that are different.

The majority of people surveyed felt that Gangnam Style is only played on the radio because it’s a meme, or it’s idiotic; to laugh at it or make fun of it. Is that really the only reason radio stations play it? If so, what does that say about as a nation? What message does that present? That it’s okay to laugh at another culture because it’s different. It’s okay to laugh at another person’s language because it sounds ‘funny or weird’! What kind of message are we giving to our next generation? We as a nation colonised the world, stealing other cultures and anglicised them, but we can’t accept or adapt to another culture’s music. - Shinara Hussain

Part 4

Question six on our survey asked What would it mean to you to have BTS’ music played regularly on a radio station?

Some of the answers received from this question show that many feel that BTS isn't getting the recognition they deserve for their hard work. They are winning many awards and great critique for their music from people in the industry, from producers, songwriters, and major artists like Taylor Swift, John Legend, Pharrel Williams, & DJ Khaled. However, none of these accomplishment aren't being reflected in the UK, and this is despite the fact that BTS are the only kpop group to have gotten into the UK singles and album charts.

'It would mean a lot, really. BTS have been getting a lot of awards and is getting big in the west, with numerous sales on their albums and a huge number of streams. They deserve to be recognised and be included in the regular playlist on the radio'

'I would love them to have that recognition & for more people in the UK to hear their music & realise how good it is'

'Because it's so uncommon, it brightens my entire day. When I went shopping a few months ago, one of the clothes shops played Hope World and it's difficult to put into words WHY it made my day, but it really did'

'I have even left my own type of music I used to listen to. I am excited and happy to just hear BTS music played on the radio. I love music with great lyrics great sound. You should have a understanding to all types of music this makes you unique to good music'

Some people have said that they would feel included in discussions about music with the people around them, because they wouldn't have to constantly explain about BTS as they would be just normal music playing like any other artist.

'My family and friends constantly get to hear the songs that they love being played on the radio. Hearing something that I love listening to would change a lot for me'

'It would mean I’d actually listen to the radio. It would mean the absolute world to me for other people to hear what I love just casually on the radio rather than having to explain or describe things all the time. I could have discussions with other people about music because I wouldn’t be excluded from those conversations because I don’t currently listen to the radio'

Others would like radio to be more open minded and inclusive.

'It would mean that BTS and ARMY's hard work has paid off and people are becoming more accepting of other languages'

'It would be amazing and I would feel like the radio station is more open minded and respectful than the others'

'I think that people would genuinely love the music and want to find out more. I think their music would fit right in on UK radio'.

'I feel like it could make our country more culturally diverse, and BTS’s music is very impactful on me and by more people hearing it could help others as it did me'

'It would mean they have overcome a barrier that was put there by society. I would feel so encouraged. I know some would say 'Western Acceptance' which in itself isn't a bad thing however, it would be more like, we made a piece of the world stand up and take notice of these 7 talented, we'll mannered, respectful young men!'

'It would mean that the music industry has expanded and is open to change. Music is supposed to cause change but the industry itself is extremely biased against change'

And then of course the pure fact that it brings joy to so many.

'Amazing!!!! It would make me so happy and it will cheer loads of young people up'

From the answers to question 6, it seems that many of BTS's fans feel excluded that the radio does not play the music they like, so they'd rather use streaming sites like Spotify. This makes the radio lose listeners, and these fans say that they would listen to the radio if BTS were played. It would mean a lot to them if their favourite artists (BTS) were played, and radio stations would make many people very happy if they did so. They also view radio stations that are more open to playing kpop as being much more tolerant and respectful than other stations. - Charlie Murray & Onomey Ovien

Question seven asked What does BTS mean to you, how has it changed you?

We asked people what BTS means to them, as well as what effect and impact the group has/have had on their lives, recognising the benefits and the positive impact the group can have and why more people should be willing to listen to them, as well as some of the things that could happen if you are willing to listen to the group.

One of the main things that was clear when reading the responses is the impact that BTS has on people; how much they look up to the boys during hard times, as well as the effect that their music has.

With many people suffering from difficult circumstances in their lives, such as death of a close one, depression, social anxiety, or even self-harm; BTS have been able to raise fans confidence, helping or inspiring them with making life changing decisions and to find happiness inside themselves despite extreme and dark situations. Giving fans content to look forward to during the day – whether it’s on Twitter, Vlive, YouTube or Fancafe, BTS always thinks of fans and regularly upload photo’s, choreography videos, concert clips etc. It’s clear the greatness of the boys and their active schedule helps to give the fans something to look forward to, keeping their minds off their problems and making them happy.

Many fans also talked about the impact that the group had on them, by making fans believe in themselves. As well as the effect the group has had to inspire them to bring the best out of themselves, they have opened up newer and greater opportunities that they didn't believe was possible. Many people also talked about the impact that the boys have had on their studies helping them get better grades, inspiring fans to go to university and better their lives.

Another thing that was clear when reading through responses was the effect that BTS have had on people's anxiety, as well as their ability to make friends. Various responses talked about the number of friends they have made through BTS, with their new friends being ‘Army’s’ and people who they would have never met before. However, thanks to the popularity and the impact of BTS they have managed to make a lot of new friends, which is crucial as the majority of these people also went on to talk about how they actually had anxiety, and about how important it is having these friends as they were going through tough times during their lives. They also talked about how they were able to open up and feel comfortable around these new friends as well as army’s who made them feel that there are more people who understand them better. This helped fans have a real sense of belonging, which is something that is important in life; as everyone should feel that they belong somewhere, surrounded with like-minded people to understand their experiences.

While reading through this, it was amazing to see the impact that this group has had in such a short amount of time and while reading this you could really see the impact. Almost every response from the survey spoke about BTS’ impact on their life in an extremely positive way.

We hope that for those of you who read this that may not know BTS or don't understand why people like the group, can read this and gain an understanding of the actual impact of this group and can respect our decision of liking and loving these boys. - Ethan Horton

Part 5

Finally for question 8 we asked If you could say anything to a UK Radio Station, what would you say?

Everyone, in varying degrees had the same sort of response for this question, so I will let them tell you in their own words what they would say to the Radio stations in the UK. – Shinara Hussain

‘Dear, UK RADIO Stations Music isn't about language! Music is something that unites a lot of people and BTS's music unites many individuals. Our fandom isn’t full of just young girls, our fandom has a variety of age groups, ethnicities, genders, sex, we all have our own stories, our own life but BTS united us all!’

‘We know that you may feel as though you're 'taking a risk' by playing a song that many people around the UK may not know, but to thousands of us, it would mean everything. It's a silly thing, but imagine this - you have a song that brings so much light and joy to your life, but you never get to hear it anywhere because it isn't a societal norm to listen to it, and when you do listen to it, people give you strange looks. Being able to freely listen to BTS on a public radio station could change things for some people. It may be small like making them smile, but it could be big. New people may find this music and enjoy it. Surely as Radio DJs, that's what the job is about?’

‘I would like to ask you sincerely to please consider playing BTS on your station, they are such amazing artists who put their heart and soul into everything that they produce. The discography is large for such a short amount of years but is still extremely amazing. They are extremely dedicated and music is such a big part of their lives that they are passionate about. They do not just produce pop music though, over their short careers so far, they have produced songs that come under genres such as rock, RnB, Hip Hop. They are such a diverse group who are also passionate about caring for others and have a UNICEF campaign running right now. BTS are not just a Kpop group to me, they are something so special that it is hard to word; they are a big part of my life.’

‘Please play BTS, I honestly have no idea how in 2018 they're not a common feature on UK radio already. They are just as valid a group as any other. Even America is ahead of the UK in terms of being inclusive and having variety now, it's honestly shameful.’

‘BTS are clearly very popular and it seems that everyone has at least heard of them - when things become popular, they get airtime on TV and radio shows. Why is it different just because of a language barrier? Artists with fan bases so much smaller than BTS get regular radio play, and BTS are clearly doing well in the charts. Radio play is the only gap there that needs to be filled in.’

‘Please play BTS, they’re really inspiring. I understand that you may not be able to understand the lyrics, but Spanish music gets on to the radio with no problems, so Kpop really deserves a chance. Why play music that is other languages but you won’t play BTS there is no difference just the language is different.’

‘Just take a look at what music your station plays and see if their music fits in with that, if you play more popular music, then as they are gaining popularity, maybe you could play their music a bit. Don't rule out songs/music just because it isn't in your language, there are some great songs out there.’

‘If BTS fits the music you play and it’s in the charts, please consider playing it. If not, then it will be easy to tell when you only talk, tweet and interview them just for the views.’

‘Please play Kpop on your radio shows. It would mean so much to so many people to know that they are not outsiders or different to the social norms when this is becoming such a global trend that is slowly sweeping the UK. Request shows are there for people to have their music heard and by not playing an entire genre you are failing many people who request every single show. It is not so different to western music and should be appreciated in the same way.’

‘Please take us seriously. We are an incredibly diverse group with a wide range of ages, nationalities, and interests. Please stop ignoring our requests to hear people we care about on the radio.’

Conclusion

What can we conclude from the responses? Almost all agreed that Radio stations need to diversify the kind of music they play. Playing the same songs day in day out is mind numbing. Playing diverse music will engage people, not only with each other, but with the stations.

By keeping it as - us versus them - sort of barrier only isolates people and their listening habits. Playing different languages normalises this, so that people are more culturally integrated; and isn’t that something that is worth achieving, having a more open minded country that doesn’t discriminate? Music is universal; despite the language being different we can still bond over the melody of a song.

BTS is relevant in the west and their sales and how big they are some of the reasons why they deserve to be played on radios. Selling out 2 dates for the O2 arena in a matter of minutes was no mean feat.

Their album, Love Yourself: Tear, gained a lot of very positive remarks from professionals and even broke into the UK charts (a first for ANY K-pop group). The album itself is a journey, exploring different genres in one place. 

Their new album Love Yourself: Answer, releasing tomorrow (24^th August) is highly anticipated and is already a best seller worldwide, including the UK; and this is despite having NO information with regards to what it would sound like or even a track list! That is how much faith people have in BTS and their music. That’s how much we trust their abilities. – Shinara Hussain

Ignoring the fandom aspect, all we are asking of you is that you take a chance on BTS, expand your horizons and create a change in your industry.

‘Open your minds. Open your hearts. And give it a try.’

from 

BTS Radio UK & A.R.M.Y

We hope that you enjoyed reading this, meanwhile if you have anything you'd like to add, or have any ideas why not contact us. Leave a comment below or alternatively we can be found on:

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