Sending the ARMY

 

It all started last Thursday, 10 days after the tragic death of George Floyd at the hands of a Minneapolis policeman: on their official Twitter account, Korean K-pop band BTS announced to their 26+ million followers that they formally stood with the #BlackLivesMatter movement. Added to that, they pledged to donate $1 million to help promote the cause as the current wave of protests shows no sign of stopping. That promise was soon followed by another one for the same amount… from their fan base, commonly known as ARMY — for “Adorable Representative M.C. for Youth”.

It is extremely telling that the plight of the African-American community as exemplified by the death of George Floyd has struck such a chord in the world’s psyche that musicians stemming from an Asian country where social constructs are inherently different not only understood the United States’ need for change, but very publicly embraced and supported it. It also goes to show that culture is now more universal than ever, with K-pop entertainers and fans alike joining forces with an American social movement with no historically or directly obvious ties. Incidentally, the growing influence of Asian culture in general and the Korean music scene in particular also stands out in the most striking way here…

What is perhaps even more interesting is fan reaction, however. In a way reminiscent of One Direction’s incredibly active fans a few years back, BTS have raised an ARMY, literally: this organized legion of fans of theirs sets up online campaigns, raises money, has their own communications… In many ways, BTS have indirectly created a bona fide cultural force that very much transcends them, Korea, K-pop, even music altogether. Besides ARMY’s pledge to match the band’s donation to the #BlackLivesMatter movement, they also decided to troll naysayers online, most notably on Twitter. Just try typing #WhiteLivesMatter and you’ll understand…

All in all, this somewhat surprising show of unity comes at the most opportune time: one where the world’s foremost economy is shaken by the combined effects of a global pandemic, alarming political instability and a social crisis decades in the making. BTS’ — and its ARMY’s — support is very much welcome, adding to the already many voices in and out of the music industry in support of the need for social change in America — as well as the rest of the world…