I agree with this, companies gonna try to find out what kind of marketing tool BTS had...but it really just boils down to ARMYs hustling. While other fandoms think they're too dignified and above doing dirty work (they mock ARMYs for roaching comment sections and injecting BTS in every possible opportunity) but it's seriously that kind of promotion which led to how BTS grew big. Of course BTS themselves had to hustle as well by rehearsing endlessly amidst of schedules and making music even while on tours, aside from practicing for stuff like Festa and Musters in the middle of everything.
Both parties work hard and sustain each other.
I'd say I'm stalking you, but it's just that I was poking at things on the New bar and you happened to be there. :P
BTS has 3 marketing tools I feel. 1. When they started communicating with us there was what felt like almost an unprecedented connection between idol and fandom. It kinda feels like ARMY knows them at least a little bit, you know? 2. Obviously ARMY is a huge part of their promotional development, because you're right. ARMY put in work. Between getting people to react to them to things like the radio campaigns now (Did you see that ARMY group who sent that one DJ flowers because they played BTS for them? Legit adorable.) 3. Their music. Not to be underestimated imho. Their music.... well, without it they'd just be 7 guys who live together and are kinda weird. You know? Bangtan isn't Bangtan without their music. It's a huge part of what makes them who they are and what's gotten them to where they are.
... All three of those are things that aren't really easy to replicate though. So, it'll be interesting as other groups try to see if they work the BTS formula I think.
Someone on r/kpop called it something like "some serious grassroots level campaign shit" and I was surprised by how accurate that was.
BTS started from absolutely nothing and through their efforts and the efforts of the fans at home and abroad, have gotten this far. It's crazy.
Haha, isn't that the reason we also keep saying things like 'we started from the bottom, now we're here'? Because I definitely feel like that's part of why that saying gets thrown around so much. lol