BBC questions BTS's identity: "In chasing the global market, they have drifted too far from K-pop"

[The Financial News] As BTS returned after about four years and released their fifth full-length album "Arirang," criticism has emerged that they are losing their unique identity as a K-pop group.

The British Broadcasting Corporation (BBC) argued on the 9th that "BTS, in courting the global market, are straying too far from the essence of K-pop."
It reported that, paradoxically, the album’s strong emphasis on Korean heritage has made it harder for some Koreans to relate to it, while others take issue with what they see as an excessive amount of English lyrics.
In fact, with multinational producers from the United States of America (US), Australia, and Spain taking part and English lyrics being used heavily, some fans have criticized the group for sacrificing originality in the name of profitability.
The BBC pointed out that "differences between the members and their agency Hybe over the musical direction have been laid bare," noting that Jimin of BTS expressed doubt during the songwriting process, saying, "To be honest, I don’t know if this is right," while RM confessed, "I feel a physical aversion to commercially linking Korea’s representative folk song," revealing their deep artistic struggles.
The report went on to cite scenes from the Netflix documentary "BTS: THE RETURN," which show clashes between Hybe chairman Bang Si-hyuk and the members, and interpreted this as evidence that "some observers believe the direction of this album reflects the members ultimately yielding to Hybe’s demands."
It added that "the immense burden that has come with BTS growing into a 'national-level brand' is another factor intensifying the members’ identity crisis."
The outlet interpreted the group’s lyrics in the song "Normal"—"Wish I had a minute just to turn me off"—and Jung Kook’s recent comment on a live broadcast, "I want to live the way I want to live," as signs that the pressure they feel is overwhelming.
Meanwhile, Bang Si-hyuk stressed in an interview with Billboard on the same day that, in talking about "BTS 2.0," "they must never remain a mere extension of the past; this has to be a declaration of opening a new chapter."
He said, "The goal of this album is for BTS to shed the boy band label and establish themselves as true artists," adding, "To that end, we reduced choreography-centered performances and pursued changes that put the focus back on the music itself."

moon@fnnews.com Moon Young-jin Reporter