Is Jungkook Attempting to Distance Himself from the BTS Label?

In July 2023, Jungkook began a new phase in his career as he made his solo debut with the chart-topping and widely popular single “Seven”. As the youngest member of BTS, he witnessed the immense success of “Seven”as it debuted at number one on the Billboard Hot 100 and reached 1 billion streams on Spotify in just 108 days, surpassing Miley Cyrus’ record for the fastest song to achieve this milestone with her song “Flowers”.

With his song “Seven,”Jungkook not only showcased his impressive talents and accomplishments, but also solidified his status as a global trendsetter. This hit summer track from the K-pop sensation brought UK Garage to the forefront of the music industry in 2023. The overwhelming success of “Seven”gave Jungkook the courage to release his first solo album, “GOLDEN,”in November of that same year.

On November 3, 2023, Jungkook achieved a significant milestone in his career with the release of his full album “GOLDEN”, solidifying his presence on the international music scene. The album’s impressive sales propelled him to second place on the Billboard 200, falling just behind the renowned Taylor Swift, as it sold over 220,000 copies in the United States during its debut week.

Throughout the release of “GOLDEN” , Jungkook held a total of four spots on the Hot 100 chart, with his highest position being for the title track “Standing Next To You” (#5).

Jungkook’s fame grew exponentially after his appearances at GMA, the Global Citizen Festival, and a surprise performance in Times Square. This marked the beginning of his journey towards becoming a global pop sensation. He was hailed by international media as the “Prince of Pop”or the “Main Pop Boy of the New Generation.”

NME, a prominent US media outlet, went so far as to forecast that Jungkook would eventually rise to the forefront of the music industry, alongside iconic figures like Justin Timberlake, known as the Prince of Pop in the 2000s, and Justin Bieber, who has been a defining force in the 2010s.

The recognition of an English-singing K-pop artist as the next-generation pop phenomenon by international media is an unprecedented achievement. This demonstrates that Jungkook’s success is not solely attributed to the support of his large K-pop fanbase, but also to the worldwide viral spread of his music.

After his successful debut album, Jungkook’s fans were highly anticipating his world tour. However, at the peak of his success, the youngest member of BTS made the decision to take a two-year break in order to fulfill his military service obligations. Despite this break, Jungkook’s individual accomplishments have not halted. Even during his enlistment, he continued to set new records.

Is Jungkook Trying to Shed the BTS Label?: HYBE’s Ambition

It is only natural for any entertainment company to view Jungkook as a valuable asset, considering his star power. It is evident that HYBE has a strong desire to groom Jungkook as the next big pop sensation.

Despite not creating a Korean-language album, HYBE instructed Jungkook to release his first album consisting of 11 tracks entirely in English, with the assistance of an international team. Upon examining the production credits for “GOLDEN,”it becomes evident that there are recognizable names who have previously collaborated on projects for Justin Bieber and Ariana Grande.

Jungkook’s debut album includes songwriting input from renowned artists Ed Sheeran and Shawn Mendes, both of whom have amassed billions of views. This marks a significant milestone for K-pop idols, as it is the first time a project has been able to attract such a high-profile international team. Every aspect of Jungkook’s music and image as an artist has been carefully curated, drawing inspiration from the world’s most influential pop icons.

Korean critics have acknowledged this influence, noting that they can identify elements of Michael Jackson, Justin Timberlake, and Justin Bieber all at once in the album “GOLDEN” .

In the United States, HYBE has established a strong alliance with Universal Music Group, the leading record label in the world. The launch of Jungkook’s debut has been designated as a “flagship project,”with HYBE America, headed by Scooter Braun, handling all promotional campaigns. This significant investment showcases HYBE’s confidence in Jungkook’s potential for success in the global market.

Jungkook is getting ready to release a documentary titled “Jungkook: I am Still” in September, more than six months after the release of his debut album. The movie chronicles Jungkook’s 8-month experience leading up to his solo debut.

Despite the significant attention from fans, the announcement of Jungkook’s documentary on August 21 was met with backlash. The first trailer, which begins with the phrase “From BTS to global solo pop superstar,”and shows Jungkook questioning whether he can achieve recognition without his group, has sparked controversy.

This wording has caused a negative reaction from BTS fans, who feel that it diminishes Jungkook’s identity as a member of the group and instead portrays him as a solo artist. Some members of the ARMY are wary of the motives behind this introduction, suspecting that it aligns with the intentions of Scooter Braun, who oversees HYBE America and has played a significant role in promoting Jungkook in the U.S. As a result, Jungkook has faced criticism for allegedly attempting to distance himself from the BTS label.

Fans show divided opinions

The increasing boycott of Jungkook’s documentary has caused division among the BTS fandom. While some have extreme criticisms of Jungkook, others, known as “solo stans,”believe these accusations are baseless. They argue that the boycott is simply a promotional tactic by HYBE and it is unjustified to label Jungkook as disloyal to the group, leading to unwarranted animosity.

It is inevitable for every artist to reach a stage where they need to work independently in order to grow. Although a group may remain together for long periods of time, such as 7, 10, or even 20 years, it cannot hinder its members from pursuing solo endeavors. Jungkook and the rest of BTS have always made an effort to find a balance between their group activities and individual pursuits.

During these sensitive times, it is likely that the past few months have been the most challenging for BTS. As fans, it is important to come together and patiently await the group’s true comeback.

Despite the reality being quite the opposite, it is unfortunate that many ARMYs (BTS fans) are contributing to a toxic fan culture on social media. These extreme fans not only attack other artists unjustly, but also end up causing harm to the very idols they claim to adore.

Despite being at the peak of his career, Jungkook has put his military service as a top priority. He has always prioritized the group over himself, and his sudden enlistment is a testament to that. By enlisting now, he ensures that BTS will have a complete comeback in 2025. Any doubts about Jungkook’s loyalty to the group are merely the subjective opinions of a small group of selfish fans. After all, actions speak louder than words.

The source is K14.