Case Study: My work with BTS Part 1: TV
A lot of you ask me, what was my job exactly as the US partner to BTS/BIG HIT.
Its a really great question, since the way I work, I never do just one thing, I always work in many directions with multiple parts of the music industry. I create a strategy and commitment. This is always based on the artist authentic story and goals, first and foremost.
What does the artist want? Who is the artist? questions like that and more.
Then I create the action that I need to take to fulfill the goals, and I figure out a way to get it.
I am lucky to have a great team and in BTS's case, incredible fan base - ARMY.With the immense passion and support from ARMY combined with the freedom that BigHit has allowed me to explore opportunities in the US and execute them, I was determined to win.The Goal: Make BTS a household name in the US, Break the top 100's, Make history by creating opportunities for an act from Korea to be accepted fully and perform in Korean on America's top TV shows, stages, award shows, Radio shows, Spotify playlists and so on.See my legacy, is to bring peace to the world through music. East and West connected is a big step toward it. Music has the power to touch the hearts of people from all over the world and remind us how connected we are all in our humanity.Here is a list of all the TV that myself and my team have booked for BTS: (by the great Tamar Herman)https://www.billboard.com/articles/columns/k-town/7800848/timeline-k-pop-american-tv-bts-billboard-music-awardsfor those of you that are not familiar with the process of booking a tv let me explain it element by element.Connections: Building connections is everything. Being kind goes a long way. I can't even tell you how many friends, mentors and industry people helped me in 2017 with BTS's campaign. I am afraid to list names because however much I'll try, I will leave some names out.Being persistent and never stop - I've learned over the years that until someone says: 'NO, Don't contact me ever again,' there is a lot of space for yes. Some of these shows took a year to book, a conversation after conversation, email after email, approaching multiple people until its done.At 2016, no one in the USA even believed that BTS, a band that sings in Korean would be on the Radio let alone on TV. I was mocked and advised that it was never done and it can not be done. I learn to really listen to people, and get their commitment to me. Most people want to protect you, keep your game small. So you don't get hurt. I, however, prefer to get hurt millions of times over, then spending my life playing small games that makes very little to no difference.Everything came together to this one week - the week of the AMA. We have done most of the shows you see in the link above in this one week. The Band is so professional, so committed; the fans are the engine, ARMY never misses a beat. Few weeks before I wrote to MR. Bang and the upper management team: "things are going to be different after the next few weeks. Congrats, we have officially made it in America." Its hard to explain, but after you work so hard, after so many moments of breakdown, disappointment, there was a moment that I could visualize the whole thing. It was like a puzzle when you realize that all the pieces are where they need to be. This happens very rarely in life. It took a dedication of 24/7, endless belief and determination. This moment is the moment that every music industry person, live for. Its the peak of it all; Its when you know that you have contributed to the success of an artist in such way, that everything little moment, was all worth it.Very truly yours, Eshy
