Case Study: Talent Management Strategies for BTS Music Band

This case study analyzes the talent management issues faced by the BTS band, highlighting the challenges and solutions addressed by their management team. It delves into problems such as language barriers and limited influence in certain regions, emphasizing the importance of talent development and retention within Big Hit Entertainment. The report evaluates various strategies for finding and training talent, along with techniques to broaden the band's audience reach. It further discusses the success of BTS, the principles followed by the company, and the impact of compulsory military service on the band's future. The analysis includes a problem statement addressing obsessive fan behavior, digital technology's impact on audience isolation, and the need for reassessment of Big Hit's strategies to ensure the band's continued growth and success in the global music industry. Desklib provides access to similar case studies and solved assignments for students.

Case Study Analysis

Executive Summary
In this report it has analysed that BTS band has faced several issues. But, on the other hand there
are trying to change and their management team is currently focusing upon different problems.
In this report there is solution which are faced by the talent management company. While
searching the best talent in the music industry. Along with that the report also focuses on the
inherent solutions which is faced by the BTS group. For example different language barriers etc.
For further instance, the evaluation of various issues like finding best talent, different techniques
and methods which helps the band groups to influence their audience in various non focused
regions. In this report there is discussion about the success of the group and several principles
which are followed by the company.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK...............................................................................................................................................4
Description of the case...........................................................................................................5
Problem statement, plan of analysis.......................................................................................5
Analysis & Findings...............................................................................................................8
Proposed solution to problem.................................................................................................9
REFERENCES:.............................................................................................................................11
Books and Journals...............................................................................................................11
Online...................................................................................................................................11

INTRODUCTION
The report aims to analyse about issues of talent management faced by music band groups. On
the other hand, the impact on their future success. Along with that, the main objective of this
report is to analyse the talent development by the company named Big Hit. Their motive is to
find a formulate balance between the efficiency of the system and respect the artist individually.
For further instance, the main idea is to evaluate the issues while managing talent in the music
band. About the Band: BTS is a popular south Korean band group (Parc, and Kim, 2020). It was
formed in 2010 and released their first album in 2013 under the banner of Big Hit Entertainment.
Their success started with their album named dynamite which created a buzz among the
youngsters. Big Hit Entertainment was passionate about the music from early years. Bang is the
music producer and a composer. His name was quite popular in the music industry in the early
20s. After the success of bang (Sharma, and Jena, 2020). They ventured themselves and opened a
new company named which is called Big Hit Entertainment. The company is responsible in
planning of selling their albums. On the other hand, the recruitment of new talents is also the
main priority of the company. There is also an solution of different problems which incudes
proposed plan of analysis, relevant literature review and different resources and techniques.
Along with that, the evaluation of alternative solutions which help to improve the idea behind
this case study.
MAIN BODY
TASK
Aim: To analyse issues of talent development and retention faced by BTS music band groups
with growing years and how it impacts on their future growth and success. A case study on BTS.
Objectives:
 To analyse the importance of talent development and human resource in BTS.
 To evaluate the issues, present while managing talent in the music band with the growing
years.
 To analyse the strategies which will contribute in future growth and success of BTS
group.

Description of the case
BTS (Behind the Scene) is famous group of pop singers. They are currently one of the top
bands of the world (Lee, and Nguyen, 2020). Their albums currently feature on the top of
billboard music album list. There are different issues which are faced by this band. Language
barrier is the most prominent issue which is faced by BTS. The band require a professional
translator while doing any event and foreign tours. On the other hand, they also had less
influence in African and Russian countries. Their band does not have any superior member who
could themselves in these countries. Their song is basically representing emotions, feelings,
attachments which could be understand by majority of audience. Their groups mainly focus on
the Asian region. Their talent management team must focus their concerts and shows on the
European countries. This could help them to gain popularity in these regions. BTS is influencing
the young generations in a positive way. The case study of BTS revolves on the scenario of the
K- pop music and the Big hit entertainment company that run the BTS band. The K-pop has
created the superstars of the BTS band by the three-step talent development model. In the case
study there is a situation which questions on the future success and sustainability of the BTS and
Big Hit. This is concern for the Big Hit because the BTS members in the upcoming future will be
required to enrol themselves into the compulsory 18 months’ military services. As in the South
Korea there is rule that all male south Korean citizens must enlist themselves into the military
services before they turn themselves into 28. With this the idea was that once the artist has
reached to its certain level of maturity, the company should stop investing into it but rather
redirect them invest towards another artist of trainees.
Problem statement, plan of analysis
Statement of problem: the problem statement analysed from the case study of the Big Hit
Entertainment and Blockbuster Band BTS: K-Pop Goes Global are categorized into three
categories.
 The behaviour of the obsessive fans is huge concern for the K-pop BTS band. The K-
Pop has highly engaged, passionate and enthusiastic global fan community. But
sometimes the unhealthy obsession of these fans put the idol or artist of the BTS at risk.
The fan club in this obsession are engaged into activities such as breaking into homes of
idols, steal private information, hurt them and much more (Big Hit Entertainment and
Blockbuster Band BTS: K-Pop Goes Global, 2020).

 In order to reassess the Big Hit entertainment future, the company and all its
professionals where involved into the market research. As the company wanted to
reassess their strategy as from 2011, the company has stopped its ongoing activities
where the it was going, but later the Yoon, CEO of the Big hits analysed need to analyse
where company is going wrong. Through which the company realized another problem
statement which the development of the digital technology was as they analyse that
people come more easily together, but company recognised that it is more actually that
more likely audience feel more isolated. The company needs to inspire, heal and help the
people.
 The last problem statement was identified concern for the Big Hit because the BTS
members in the upcoming future will be required to enrol themselves into the compulsory
18 months military services. As in the South Korea there is rule that all male south
Korean citizens must enlist themselves into the military services before they turn
themselves into 28 (Big Hit Entertainment and Blockbuster Band BTS: K-Pop Goes
Global, 2020). With this the idea was that once the artist has reached to its certain level
of maturity, the company should stop investing into it but rather redirect them invest
towards another artist of trainees.
Proposed plan analysis
It is the roadmap of the how the BTS is going to resolve the above problem statement in the
future. This will help the researcher to achieve three objectives related to the issue identified
from the case study.
Research questions
 What is the importance of artist and idol and their talent development in BTS?
 What are the issues, present while managing talent in the music band with the growing
years?
 Which strategies will contribute in future growth and success of BTS group?
Literature Review
What is the importance of artist and idol and their talent development in K- pop industry?
According to the Elberse A., 2020, “K- Pop” is the term which means popular music
emerged from the South Korea, fringed into a wide variety of genres. The K- Pop fans are highly
enthusiastic and engaged to listen to their favourite artists as the launch or release of their pop

song, or either the Hip- Hop inspired track as an R&B love ballad. By 2020, K- Pop is the key
reason for the popularity of the South Korea culture around the globe. In Asia the phenomenon is
known as the Korean Wave which is integrated with the movies, games, television dramas and
much more. In the K-pop industry there us huge importance of the artist or idols of K- Pop. The
music companies of the K-Pop acts under the contract which has huge importance for the artists
as they scout and train the artists from the young age. For the creating the artist or the superstar
of the K- Pop the music companies of the K- Pop music employ the talent artists (Big Hit
Entertainment and Blockbuster Band BTS: K-Pop Goes Global, 2020). The band states that at
the Big hit there is the hard working in order to strike the ideal equilibrium between the
efficiency of the system and also to respect each artist’s individually.
What are the issues, present while managing talent in the music band with the growing years?
According to the Woodham l., 2020, there are valid concerns. But we need to consider the ‘total
production’ aspect of K-pop: our genre needs to have attractive characters and great
performances in addition to compelling music. Within the trainee contract, there is a provision
that states that trainees cannot sign a contract with another company while they are a trainee. If a
trainee managed to pass the three-month milestone, they tended to be retained for at least a year
for further instruction. To ensure they could hone their craft to a professional standard, most
idols trained for at least three years before they made their debut.
Which strategies will contribute in future growth and success of BTS group?
According to the Elberse A., 2020, in order to make the superstars for the K- Pop music,
the BTS has employed the traffic strategy which is the three step talent development model that
involves three steps that are:
Step 1: finding of talented candidates mostly from the age group of the 13 to 15 years.
Step 2: training those artists for the several years.
Step 3: launching the most promising trainees either in group or band, or through a solo act.
This strategy of the BTS is highly effective the head of the BTS band Bang states that he has a
pride in this system. For this strategy there are three people who has primary role in building the
trainee based system that is the feature of the K-pop today. The three strategies of the BTS for
talent management that will contribute in future growth and success are:

Finding talent: The company search for their new and young talent through their networks of
the open auditions and scouts. The keen and aspiring young singers of south Korea often spend
time honing their abilities.
Training talent: the applicants of the BTS that made through the audit process are offered with
the temporary trainee contract. If the respective trainees sign the contract, they are allowed to
enter the company’s profile of formal talent development system. The training program the BTS,
Big Hit is held of the classes six days a week. It comprises of all the aspects of being a musician,
and give them solo vocal training and all the other things that an artist need to develop the talent.
Launching acts: Not all the trainee eventually come across the phase of market launch noted
Bang. When there is the debut of the trainee in the market full of audience the Big Hit, the
company and its artist work together in order to identify the creative vision of the act.
Analysis & Findings
From the above plan of analysis and problem statement it is analysed that BTS is still
doing wonders in the K- pop music industry despite of its seven years in the industry with the
single band BTS and same artists (Big Hit Entertainment and Blockbuster Band BTS: K-Pop
Goes Global, 2020). From the above problem statements and their literature review that contains
of talent development model of the company it is critically evaluated that company is still
performing well in each terms. But as know with the maturity of its artist in which company has
invested much from last seven years now, the company has concern of hiring and training new
resources to train and invest on in order to maintain its leading position in the market and other
countries as well.
Findings
 It is concluded that BTS has explicitly achieved the fourth number one album on the
Billboard 200 chart with the Map of the Soul: 7. With the company called Big Hit
Entertainment they have discovered and trained BTS artists from the very small age,
formed them and launched them. The Big Hit is still continuing with the same and
managing their careers and also invest and work on their production and launch of their
music into the market.
 It is analysed that K- Pop is still associated to its traditions in the long term, exclusive
contracts and also partnership with the companies and their acts that are paying very

modestly to their talents and also foster a balanced relationship with this superstar of the
BTS.
 From the K- Pop industry it is found that this industry has huge significance of the idols
and therefore the industry is dominated by the “Big Three” SM, YG and JYP. All these
entertainment companies are the pioneer of the talent development system of the BTS
(Big Hit Entertainment and Blockbuster Band BTS: K-Pop Goes Global, 2020).
 From the above problems related to talent management in the BTS regarding the maturity
of its artist to enlist into the Military the company seems to be lacking the scale and
resources of the market leaders. Also it is found that BTS tends to aim more on the artist
development rather than management and label services.
 From the K- Pop three step talent development model it is analysed and founded that
there steps of the model are effective in finding the new talents, developing their talent
and skills and then launching into new market. But at the same time this model of talent
development lacks in improving the existing talent of the BTS (Big Hit Entertainment
and Blockbuster Band BTS: K-Pop Goes Global, 2020). Also it restricts the development
of individual into fixed pattern of learning rather than exploring the other areas. Also, it
lacks in improvisation of technology in the system of the BTS. Also the training system
of the Big Hit is costlier and slower than the other companies in the K- Pop industry.
 The contract between the talent and companies is exclusive in standards and the contract
length demands upfront investment for which company has to pay. The K- Pop contracts
are seemed notorious for their strictness of contract. Also there are cancellation penalties
for the trainees and company can also be sued in case of any breaching with the contract.
 It is analysed that the fans of the K- Pop are highly engaging and has the global fan
community, also the fans interact with the artist over the twitter, Instagram and other
social media channels. Also the Big Hit has established the online forums where the fans
can interact with their favourite artist. But the obsession of fans is resulting into the risk
for the idols in terms of stealing personal information, barging into their homes etc.
Proposed solution to problem
After analysing the problems that the Big Hit Entertainment (BTS band) is facing in the
future success and growth the company must focus on different problems one by one and tend to

build the effective long term solutions to the problems. The proposed solutions to the above
analysed problems are discussed below:
 The company is suggested to implement the new talent development programme or
system into the BTS which has both the features that is the to foster the skills and
capabilities of the current idols or artist of the BTS band. Later the company is suggested
to integrate the current development system with the new one as it will save time and cost
of the company in launching the complete new development model that has other special
features.
 The BTS is suggested that company must focus on developing the talent new artist as the
current artist are at their maturity stage. This is huge concern for the company therefore
company is suggested to rather invest on sourcing new artist through the development
system. Thus, the company must hire the effective human resource hiring team that could
help the company in recruiting the new talent for the organisation.
 The applicants of the BTS that made through the audit process are offered with the
temporary trainee contract. If the respective trainees sign the contract, they are allowed to
enter the company’s profile of formal talent development system. The training program
the BTS, Big Hit is held of the classes six days a week. It comprises of all the aspects of
being a musician, and give them solo vocal training and all the other things that an artist
need to develop the talent.

REFERENCES:
Books and Journals
Sari, R. F. (2020). Pendekatan Customer Relationship Management (CRM) Big Hit
Entertainment pada Global Fandom. Jurnal Penelitian Pers dan Komunikasi
Pembangunan, 24(2), 85-100.
Brennan, B.W., 2020. The Korean boy band BTS mapping the soul. Journal of Analytical
Psychology, 65(5), pp.937-943.
O'Reggio, C., 2021. The Dark & Wild Past of BTS: Identity Building Through Binary
Formations in American Hustle Life. Crossings, (5), pp.103-130.
Kanozia, R. and Ganghariya, G., 2021. More than K-pop fans: BTS fandom and activism amid
COVID-19 outbreak. Media Asia, 48(4), pp.338-345.
Kim, J.O., 2021. BTS as method: a counter-hegemonic culture in the network society. Media,
Culture & Society, 43(6), pp.1061-1077.
Lie, J., 2021. BTS, the highest stage of K-pop. The Soft Power of the Korean Wave: Parasite,
BTS and Drama, pp.118-128.
Ju, H., 2020. Premediating a Narrative of Growth: BTS, Digital Media, and Fan Culture. Popular
Entertainment Studies, 10(1-2), pp.19-33.
Lee, J.H. and Nguyen, A.T., 2020. How music fans shape commercial music services: A case
study of BTS and ARMY. Proceedings of the International Society for Music
Information Retrieval (ISMIR).
Parc, J. and Kim, Y., 2020. Analyzing the reasons for the global popularity of BTS: A new
approach from a business perspective. Journal of International Business and Economy,
21(1), pp.15-36.
Sharma, M.J. and Jena, L.K., 2020. Is big hit entertainment manufacturing talent?. HR Future,
2020(9), pp.20-22.
Online
Big Hit Entertainment and Blockbuster Band BTS: K-Pop Goes Global, 2020, [Online], Available Through:
< file:///C:/Users/user/Downloads/Big_Hit_En_103632292%20(1).PDF>