BEST PRACTICES OF CREATIVE INDUSTRIES: SUCCESS FACTORS OF THE SOUTH KOREAN BOY BAND BTS IN RUSSIA (BASED ON THE MATERIALS OF A SOCIOLOGICAL STUDY)

Abstract

The success of the South Korean entertainment agency HYBE, which was valued at $9.5 billion in 2020, makes studying its marketing and business strategy relevant. An analysis of the data of an online survey of 2.5 thousand Russian BTS fans (the main artists of HYBE) shows that the key factors of popularity are technological and personal ones. First factors are a large amount of video in various social net-works, high-quality video clips, beau-tiful, non-standard (Asian) appearance of artists, the inclusion of BTS creativity in the Korean wave as a whole (links, tags). Second factors are the content and the work with fans. Artists want to provide psychological support to their fans by generating in them a sense of optimism, self-love, and group identity.