By John Burton
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These questions are important since BTS has been at the center of the stunning rise of Korean culture on the world stage. One estimate is that the group has indirectly contributed $3.7 billion to the Korean economy through its association with Korean clothing, cosmetics, tourism and food.
As a result, some may question whether the pressure placed on the BTS members to fulfill their military conscription duty was short-sighted. In this case, it might be argued that principle trumped pragmatism.
A counter-argument would be that the supergroup had already announced earlier this year that it would be taking a "pause" as its individual members pursued their own interests. As a result, it is reasonable that BTS members should be conscripted now.
BTS itself had never asked for favoritism and they made it clear they were willing to adhere to the conscription law. They did so despite suggestions by the politicians from both the ruling and opposition parties that they should be granted military exemptions. They could have taken advantage of rules that grant exemptions to athletes and musicians (such as concert pianists) who perform well in international competitions because they raise Korea's standing overseas.
The refusal of BTS to take the easy way out has only added to their brand identity as musicians with a social conscience. They have embraced such causes as climate change and the Black Lives Matter movement in the U.S.
As BTS contemplates entering the military, they might reflect on what happened to another famous pop star who was drafted into the army ― Elvis Presley, the King of Rock and Roll.
The 23-year-old Elvis was at the height of his career and already an international celebrity when he received a draft notice in late 1957. Despite his fame, Elvis insisted on being treated like any other soldier. He refused, for example, an offer to join the U.S. Army's entertainment section, the Special Services, which would keep him away from the frontlines.
Many thought that his induction into the military would kill his career in the belief that rock and roll was a passing fad and that his popularity would disappear once he returned to civilian life. But his manager argued that being enlisted as a regular soldier would improve his image once he left the military after serving for two years. At the time, Elvis was a controversial figure, adored by young fans and condemned by their parents for his rebellious attitude and gyrating pelvis.
Amid heavy media attention, Elvis reported for duty at Fort Hood, Texas, in March 1958 and was sent to Germany to serve with an armored division. He gained popularity within his unit for his generosity. He later explained why he wanted to be a regular G.I. Joe. "People were expecting me to mess up, to goof up in one way or another. They thought I couldn't take it and so forth, and I was determined to go to any limits to prove otherwise, not only to the people who were wondering but to myself."
When he was honorably discharged in 1960, Elvis found he was more popular than ever. He had won widespread respect for putting his career on the line to serve his country. He had also matured with a newly acquired clean-cut image, which benefited him in expanding his career as a movie actor as well as a mainstream singer.
Will BTS share the same legacy as Elvis? It has one advantage in that it already has a sanitized image that appeals to both teenagers and their parents. Another reason for optimism is that BTS enjoys a fervent fan base that spans continents. BTS probably has a broader reach than Elvis ever had because of the constant stream of social media posts by fans. That can continue, even during their military absence, if they have saved up enough new songs to release while they are away.
On the other hand, the seven BTS members may stick with their decision announced in June to stop performing together ― at least for a while. They complained then about their high-pressure work environment that had constrained their personal growth and made them feel trapped. Two years of reflection while serving in the military may confirm that was the right decision.
The BTS phenomenon has been compared to the Beatlemania of the 1960s. And so, BTS should take heart from the fact that even after the Beatles split up they remain popular more than 50 years later.
John Burton (johnburtonft@yahoo.com), a former Korea correspondent for the Financial Times, is a Washington, D.C.-based journalist and consultant.
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