Is Jungkook Trying to Shed the BTS Label?

In July 2023, Jungkook embarked on a new chapter in his career by debuting as a solo artist with the mega-hit "Seven", which quickly became a phenomenon. The youngest member of BTS saw "Seven" debut at the top of the Billboard Hot 100, amassing 1 billion streams in just 108 days, breaking Miley Cyrus' "Flowers" record for the fastest song to reach 1 billion streams on Spotify.








With "Seven", Jungkook not only proved his capability with impressive achievements but also became a global trendsetter. "Seven" emerged as the most influential summer hit from a K-pop star, bringing UK Garage to the forefront of the music scene in 2023. The success of this lead single gave Jungkook the confidence to release his debut album "GOLDEN" in November of the same year.















On November 3, 2023, Jungkook released his full album "GOLDEN", marking a turning point in establishing his name on the global music map. The album's sales catapulted him to the runner-up position on the Billboard 200, just behind "the music industry" Taylor Swift, with over 220,000 copies sold in the U.S. during its first week.








During the release of "GOLDEN", Jungkook occupied four positions on the Hot 100 chart, with the highest being the title track "Standing Next To You" (#5).








Jungkook's name became widely recognized through performances at GMA, the Global Citizen Festival, and especially a surprise performance in Times Square. Venturing beyond Korea, Jungkook began his journey to becoming a pop star. At this point, international media even bestowed him with titles like "Prince of Pop" or "Main Pop Boy of the New Generation."















In fact, the US media site NME even predicted that Jungkook would soon "dominate" the music scene following Justin Timberlake, the Prince of Pop in the 2000s, and Justin Bieber, the representative of the 2010s.








For the first time, an English-singing K-pop artist has achieved such phenomenal impact, being recognized by international media as the next-generation pop phenomenon. This proves that Jungkook’s success is not only due to the support of one of the largest K-pop fandoms but also because his music has genuinely gone viral worldwide.








After his overwhelming debut album, fans eagerly anticipated a world tour from Jungkook. However, just as he was riding the wave of success, the youngest BTS member chose to take a two-year break to complete his military service. Despite this two-year hiatus, Jungkook's solo achievements have never ceased. Even while enlisted, he continued to break new records.








HYBE's Ambition: is Jungkook trying to shed the BTS label?










Owning a star like Jungkook, any entertainment company would naturally consider him a "treasure" to be preserved. It’s easy to see HYBE’s ambition to turn Jungkook into the next-generation pop star.








Not producing a Korean-language album, HYBE directed Jungkook to release his debut album with 11 tracks entirely in English, supported by an international team. Looking at the production credits for "GOLDEN", it's clear to see familiar names who have worked on projects for Justin Bieber and Ariana Grande.















Jungkook’s debut album also features songwriting contributions from billion-view artists Ed Sheeran and Shawn Mendes. "GOLDEN" marks the first K-pop idol project to attract such a large-scale international team. Jungkook’s music and artist image are meticulously crafted, inheriting characteristics from top pop icons.








This influence was noted by Korean critics, who have remarked that they can see elements of Michael Jackson, Justin Timberlake, and Justin Bieber simultaneously in the album "GOLDEN".








In the U.S., HYBE has formed a strategic partnership with Universal Music Group, the world’s top record label. Jungkook’s debut has been identified as a "flagship project," with all promotional efforts managed by HYBE America, led by Scooter Braun. This level of investment demonstrates how much HYBE is betting on Jungkook’s success in the international market.















Over half a year after his debut album, Jungkook is preparing to release a documentary titled "Jungkook: I am Still", expected in September. The film captures Jungkook’s 8-month journey leading up to his solo debut.








The announcement of Jungkook’s documentary has garnered significant attention from fans. On August 21, the first trailer was released. However, this has also sparked a wave of backlash against Jungkook. The English version of the trailer begins with the introduction, “From BTS to global solo pop superstar,” a phrase that flashes on the screen as Jungkook wonders aloud whether he can receive such broad recognition without his group.








This phrasing has led to backlash from BTS fans. Many believe it is an attempt to erase Jungkook's identity as a BTS member and turn him into a solo artist. Some members of the ARMY are suspicious that this introduction reflects the intentions of Scooter Braun, who heads HYBE America and played a significant role in promoting Jungkook in the U.S. Jungkook is facing criticism for "trying to shed the BTS label."








Fans show divided opinions










The growing boycott against Jungkook's documentary has created a rift within the BTS fandom. Contrary to the extreme views criticizing Jungkook, many "solo stans" (fans who only support one member) believe these accusations are unfounded. They argue that this is purely a promotional strategy by HYBE and that it's unreasonable to label Jungkook as disloyal to the group, thereby sparking unnecessary hatred.








Every artist eventually reaches a point where they must work independently; this is an inevitable part of growth that must be accepted. While a group can stay together for 7 years, 10 years, or even 20 years, it cannot prevent its members from pursuing solo careers. Balancing group and individual activities is something Jungkook and the entire BTS have always strived to maintain.















The past few months have likely been the most challenging for the BTS. In these sensitive times, fans should unite and patiently await BTS's true comeback.








However, the reality is quite the opposite. Many ARMYs (BTS fans) are "running rampant" on social media, contributing to a toxic fan culture. These extreme fans are not only unjustly attacking other artists but also hurting the very idols they adore.








Jungkook is currently fulfilling his military service. The idol has always prioritized the group over himself. His sudden enlistment at the peak of his career is to ensure that BTS will have a complete comeback in 2025. Actions speak louder than words; doubting Jungkook's loyalty to the group is purely the subjective opinion of a small group of selfish fans.








Source: K14





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