How did BTS break out into the global market and EXO didn't?

[waterfall 793]

I feel like both groups were probably the 2 major 3rd gen male kpop groups and their fans were constant rivals during the mid 2010s. Both debuted in the early 2010s and slowly became to expand in the Eastern Market. They were both pretty popular but I think in late 2017/2018ish, BTS surpassed EXO and started to bloom internationally (they are in the top 10 most streamed artists on spotify and i have seen a few people in college where their shirts before on campus and seen the dance group perform one of their songs and they don't usually perform kpop) whereas EXO kind of went downhill and slowly faded with 4th gen groups taking over now. I never really under why tbh since they have an amazing discography, very distinguishable looks wise, and all the members can sing really well, which is very rare in kpop groups these days.  Feel free to share your thoughts down below 

[Meat 18,962]

It’s just luck I guess. As soon as white teenage girls latch on to a particular artist/group they become unbeatable. Taylor Swift and One Direction are the perfect examples.

[LOVEDRUG 10,158]

mostly luck. bts have a story that resonates with people in the west, the whole 'underdog' story their fans help to manufacture. they gain fans incredibly easily through this alone. hence why no big three group, other than blackpink, has broken through into the western mainstream. the closest you have other than blackpink and bts to groups that have blown up in the west are probably smaller companies' groups like seventeen and monsta x. even twice struggles. bts have been assigned a story that attracts fans.

[waterfall 793]

10 minutes ago, Melancholia said:

mostly luck. bts have a story that resonates with people in the west, the whole 'underdog' story their fans help to manufacture. they gain fans incredibly easily through this alone. hence why no big three group, other than blackpink, has broken through into the western mainstream. the closest you have other than blackpink and bts to groups that have blown up in the west are probably smaller companies' groups like seventeen and monsta x. even twice struggles. bts have been assigned a story that attracts fans.

ohhh that's true... i feel like smaller companies have more time to focus on one single group than bigger ones cuz they don't have the pressure of managing multiple groups and debuting new ones. 

[moonsago 6,582]

I think they also started having a lot of international fans because their company focused on creating a LOT of video content with them, more then probably any other group at the time. They would post a lot of youtube videos of vlogs and other stuff at a time when not a lot of kpop groups would, I would even dare to say they started or helped popularize the idea of the ‘relatable’ or ‘easily accessible’ idol that makes a lot of content for the fans which makes them easily likeable, people started getting attached to them and being invested because of their personalities and also the strong connections the members have with each other. Bighit didn’t just promote them as idols, they literally promoted and marketed them as human beings. SM didn’t take the same route with EXO, but they are now with NCT and all their newer groups. Also, all this content is easy to come across so I can imagine a lot of their international fans happened to join the fandom because of it... and luck of course, bighit is a great business company, they saw the appeal in the west so they immediately jumped at the opportunity to appear at the AMAs, Billboard and so on... now kpop in the west is nearly synonymous with BTS, any other group that broke out after them faced the comparisons by the general public. It’s an unfair thing for those groups but it’s a great thing for bighit and BTS... They could make a great case study to understand why the west was so receptive to something so foreign to what they know... I think the social climate plays a big part too... all the talks of toxic masculinity, stereotypes, etc helped with their appeal too... boys wearing makeup, dying their hair, wearing androgynous clothing at times, presenting overall a softer, less intimidating imagine of masculinity was exactly what the west was looking for during those past few years... I am going off topic now but there’s a lot that could be discussed. Bottom line, I believe EXO was very much held back by their company which didn’t see the way the world was changing and how the world was positively reacting to the idea of approachable and relatable celebrities more than the larger than life ones... I mean look at the celebs in the west nowadays too... bighit was ontto something weather they knew it back in 2013 or not...  

[ManMan 908]

Imagine if Big Bang & 2NE1 still the biggest groups till now~ 

[RAMROD 106,000]

SME can't figure out global marketing, we been knew. Their 3rd gen groups are not that interesting as well. Their biggest market is limited to Japan, as far as "abroad" concerns, and that is not even really the case anymore these days cos JYP have kinda replaces their reign there. 

[Dadru 2,290]

BTS might be bigger but EXO has the better discography 

[SchwineLove 1,374]

BTS has this more easy listening factor in their music. While EXO can be this trademark K-Pop loud and grande concept. I wish top 3 agencies just stay simple. Like Blackpink, it works.

[waterfall 793]

15 hours ago, SchwineLove said:

BTS has this more easy listening factor in their music. While EXO can be this trademark K-Pop loud and grande concept. I wish top 3 agencies just stay simple. Like Blackpink, it works.

but their music aint loud tho sis  infact its the complete opposite... sis listen to loveshot or call me baby or something by them. i think that will give u a better idea. 

[waterfall 793]

15 hours ago, Dadru said:

BTS might be bigger but EXO has the better discography 

its true i fear