보랏빛 물결이 삼킨 부산, BTS 월드 투어의 빛과 그림자 > 뉴스

BTS proved their overwhelming ticket power by mobilizing approximately 110,000 audiences at the Busan Asiad Main Stadium on the 12th and 13th. This performance had special meaning in that it was the last place they interacted with fans before their military service, and it was the hometown of members Jimin and Jungkook. Not only the concert hall, but also Busan Station, Gwangalli Beach, and local attractions related to the members were filled with fans wearing purple clothes, and the 'BTS THE CITY' project, which unfolded throughout the city, went beyond simple concerts and served as a vital force for the local tourism industry. In particular, the drone show that depicted the members' faces held in Gwangalli was a good example of how content combining technology and art can impress fans.

However, unlike the start of a spectacular festival, the 75-minute delay that occurred on the first day of the performance left a big blemish on the completion of the event. The unexpected delay in operation, which occurred in a situation where a large number of people were waiting inside and outside the stadium and the atmosphere was high, caused considerable inconvenience to the fans who visited the site. Hive immediately issued an official apology and announced that it would thoroughly improve the overall on-site operation, but it was not enough to completely offset the disappointment of fans who were already looking forward to the peak of the festival. This poor management was an incident that clearly revealed how important it is to have a meticulous on-site management system befitting the status of a global artist.

Even outside the concert hall, BTS's musical achievements continued with undiminished enthusiasm. The new song ‘Come Over’, released to commemorate the 13th anniversary of their debut, once again dominated the global music market by climbing to the top of iTunes Top Song Charts in 79 countries around the world, including the US, UK, and Japan, immediately after its release. In addition, the 5th full-length album ‘Arirang’ took first place on Spotify’s Weekly Top Album Global Chart for two consecutive weeks, demonstrating a virtuous cycle in which the excitement at the performance site is proven by specific figures such as music performance. This suggests that BTS is going beyond just being a popular singer, and is solidifying its bond with the fandom by organically connecting musical narrative and on-site performance.

What added to the meaning of the performance was the variety of experience programs both online and offline. The local community showed an active response to the artist's actions, such as operating a ‘Welcome Center’ for ARMYs and planning a purple stamp tour in Busan. Local stores in Busan also set up cheering message boards for fans, and a cloud of fans flocked to a cafe run by the members' families. This city-level festival project presented a very successful model in terms of revitalizing the local economy and enhancing brand value, and demonstrated how the strong IP of BTS can coexist with the local community.