"We captured BTS's current emotions and roots... also targeting new fans": VP Kim Hyun-jung on 'Arirang'

According to The Financial News, Big Hit Music under HYBE has stated that BTS's new studio album "Arirang" captures both the group's "current emotions" and the "roots of their identity."
Vice President Kim Hyun-jung of Big Hit Music spoke about the album at a pre-release media briefing for "BTS THE COMEBACK LIVE: ARIRANG," held on the 20th at CineCube in Gwanghwamun, Seoul. She noted, "BTS have always turned the stories they personally feel and want to share, as well as their emotions in each moment, into music and albums," adding, "I hope you will see 'Arirang' as a work that contains the emotions the members are feeling right now and the messages they want to convey."
The album was created through close collaboration among the artists, producers, and production staff. Kim explained, "After deep discussions among the members, producers, and many staff about what kind of album they should make, the result that emerged was 'Arirang.'"
A key pillar of this album is its exploration of "identity." She said, "As you can tell from the title 'Arirang,' this album begins from BTS's identity and roots," and added, "To effectively deliver this message to listeners around the world, we used both Korean and English."
The strategy is to reach not only existing global fans but also new listeners. Kim emphasized, "We expect this album to be enjoyed across generations, not only by longtime fans but also by people who may not have been familiar with BTS."
Meanwhile, BTS will launch active promotions alongside the release of the new album. At 2 p.m. on the 20th, they will host a group live broadcast titled "Studio Notes I 'Arirang'" on the Weverse BTS Team Channel to celebrate their comeback. The following day, at 8 p.m. on the 21st, they will hold "BTS THE COMEBACK LIVE: ARIRANG" in the Gwanghwamun Square area.

jashin@fnnews.com Shin Jin-a Reporter