Court Documents Unveil Details of BTS' Controversial 'Sajaegi Marketing' & 'Chart Manipulation' Accusations
Recent developments have thrust K-Pop sensation BTS into the spotlight once again, as allegations of "chart manipulation" and "illegal marketing" resurface.
The controversy stems from a past legal feud between BTS's management company, BIGHIT MUSIC, and an individual known as "Mr. A," bringing into question the integrity of the group's chart performances and promotional strategies.
(Photo : Instagram)
Legal Background: Extortion and Suspicion
The saga began in August 2017 when Mr. A was convicted of joint extortion, having threatened to disclose information about alleged illegal marketing unless he received payment.
This raised suspicions of BTS's involvement in illegal marketing practices, including chart manipulation, despite denials from BIGHIT MUSIC.
"The marketing activities mentioned in the criminal's threats of extortion were merely his own assertions, and what he referred to as unconventional marketing was actually standard online viral marketing. Mr. A's claims have no connection to the advertising and promotional contracts he had with our company. The financial damages were inadvertently incurred during personal attempts to protect the artist's image.
As the victims of the threats, we immediately reported it and actively participated in the investigative proceedings. The result was that if it becomes common for the media to damage a company's image by reporting as facts the unilateral claims of corporate misconduct during such extortion cases, no entertainment company will be able to stand up proudly against such threats in the future."
- BIGHIT MUSIC
BIGHIT MUSIC has consistently denied any wrongdoing, asserting that the accusations leveled by Mr. A were baseless.
This account is still jobless and defaming bts. Mhj must be paying a huge sum of money!!
Keep reporting and emailing bighit https://t.co/GbkeoeNdhB pic.twitter.com/UwwL3YmNy3— . (@berealinlife7) April 29, 2024
They maintain that the financial damages incurred were unintended consequences of efforts to protect the artist's image rather than evidence of illegal marketing practices.
READ MORE: BTS RM's Solo Album Launches Amidst Industry Feud
Contrary Findings: Court Highlights Inconsistencies
Recent revelations, however, paint a different picture.
star focus trending at #2 💀 guess the new method of viral marketing is making illegal bts goods and let bighit sue you so your company can go viral on social networks pic.twitter.com/tLzU7H9wtv
— rin⁷ ⛱ (@ktaebwi_613) January 5, 2019
The court highlighted findings indicating that Mr. A and his associates obtained data on illegal marketing conducted by BTS's agency, raising doubts about the veracity of BIGHIT MUSIC's claims.
BTS illegal marketing pic.twitter.com/PSOA9icKC4
— Maggy Kao (@KaoMaggy) May 3, 2021
Attorney No Jong Eun confirmed the court's recognition of "illegal marketing" and emphasized the distinction between legitimate viral marketing and the illicit practices alleged in this case.
The 'illegal marketing' referred to in this case means 'sajaegi marketing,' and the court recognized this fact in its judgment. To refer to 'sajaegi' as viral marketing is no different from calling illegal practices legal. There is no legal precedent for criminal punishment of sajaegi marketing, but the judgment in Mr. A's case clearly indicates that it was present. - No Jong Eun
Response and Fallout: HYBE Announces Legal Actions
In response to the allegations, HYBE, BTS's parent company, has announced legal actions.
BIGHIT MUSIC maintains its stance against what they perceive as organized attempts to tarnish the group's reputation.
As BTS continues to face scrutiny over allegations of chart manipulation and illegal marketing, the integrity of their ascent to fame in the K-Pop industry is called into question.
idk the context behind this but as a business student I agree, dont support illegal transactions who profit off someone's brand image without the legal license, that includes all those businesses who are using bts's name for their marketing campaign https://t.co/726ImGQE8p
— lenny⁷ is ia (@BTSpopFM) December 30, 2021
Was BTS's "music chart manipulation" a fact? The court explicitly stated "illegal marketing".
— hamzzotto (@great_hamzzi) April 29, 2024
Regarding the past controversy of BTS and the suspicion of music chart manipulation, their agency, Big Hit Music, stated that "the 'inappropriate marketing' is just a unilateral claim." pic.twitter.com/JLYXxh3cBV
With legal proceedings underway, the future remains uncertain for the world-renowned boy group.
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