With good music and communication, the sales can follow. That being said, because IвЂ™m an old-school music producer, I place a lot of importance on the quality of the album. I had predicted a steady decline in physical sales and thought performances and a loyalty-based model would be a solution. So far this year, BTS has sold the most physical albums in the U.S. I think all of these factors worked in their favor. They respect diversity and justice, the rights of youths and marginalized people. They donвЂ™t shy away from speaking about the pain felt by todayвЂ™s generation. But I believe at the time, BTS touched something that young people from all over the world were seeking.Д®ver since BTSвЂ™ debut, theyвЂ™ve never suddenly switched gears or changed pace. I personally feel itвЂ™s not always necessary for an artist to speak their mind. I kept that promise, and believe that had an impact. If in turn the company felt they werenвЂ™t being genuine, then we would comment. Because it was hip-hop, they could express their thoughts and we wouldnвЂ™t touch that. When they idol group, I promised them they would be able to pursue the music they wanted. It was their sincerity, consistency and ability to embody the spirit of the times. What do you think has been the distinguishing factor that set BTS on its unique path? If a performance-based model were to be created in South Korea, I thought, it would be a K-pop idol group. This was also a time when many around the world were saying the only replacement for the demolished musical industry is live performances. But K-pop idol groups had an advantage, in that they had many opportunities to diversify revenue streams and their fans were extremely passionate, allowing concerts to compensate for the dropped album sales. Why did you decide to form an idol group?ДЄt the time that I started my company, physical album sales were abruptly going down and digital sales were not coming up to compensate. When you started Big Hit, you could have gone down many paths in pop music. From there, through auditions, we discovered and added members that had more of an idol-like quality to the group. At that time RM, Suga, and J-Hope stayed back, and they remain BTSвЂ™s musical pillars. Because many trainees wanted to pursue hip-hop and didnвЂ™t want to be in an idol band, they left. But when I considered the business context, I thought a K-pop idol model made more sense. I had considered putting together a hip-hop crew, not an idol group. How did you find and train the seven members of BTS?Д«ang Si-Hyuk: One of our producers, Pdogg, brought RMвЂ™s demo tape to me and said, вЂњThis is what the young kids are into.вЂќ RM was 15 at the time. TIME: K-pop is distinctive for its trainee system, in which aspiring вЂњidolsвЂќ train for years after being scouted and before being introduced to audiences. вЂњIf you were to ask, will they sing in English? How long will they be in the U.S.? Will they sign with a major label? I would say the artist needs to make the best decision at each moment, and I canвЂ™t say what they should do,вЂќ he said.Д«elow is a translated and condensed version of BangвЂ™s conversation with TIME. He also cautioned against making predictions about the future. Humble about his influence and eager to make his role clear, Bang highlighted his luck and timing, and tried to pin down what makes BTS unique. Loyalty built through direct contact with fans had a lot to do with that.вЂќ He cited Disney and Apple as examples of brands that have built similarly committed fanbases and complex universes, but stressed that to him the product - the music itself - is paramount. market was achieved by a formula different from the American mainstream formula. вЂњBut what I can say is that BTSвЂ™ success in the U.S. вЂњItвЂ™s difficult for me to say things like A led to B,вЂќ he said. Over the course of an hour and a half, Bang opened up to TIME about the genesis of BTS, the difference between Western artists and the K-pop model and the surprises heвЂ™s encountered in the K-pop industry.

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