BTS vs. EXO:'Boy In Luv' Embodies a Rebellious Teen Spirit

As male groups battle to become the next EXO, the most brilliant thing to do is to move in the opposite direction of SM Entertainment's powerhouse group. With Boy in Luv, Big Hit Entertainment's BTS (Bangtan Boys) presents the juxtaposition of a traditional school boy image by embodying a delinquent concept that has become synonymous with the K-drama persona of Kim Woo Bin. Boy in Luv shifts from tranquil classroom images and transitions to the hallways, where the love interest of BTS is pretty much berated into a conversation. EXO's Growl music video was presented within a warehouse setting with flickering lights, but did not contain as much of the slighting disturbing imagery that is present in BTS' Boy in Luv. This transformation from EXO's more socially acceptable image of the school concept helps to distinguish BTS from their current competitors.

While EXO are representative of the guy-next door that girls would not hesitate to introduce to their mothers and fathers, BTS are more like the guys who girls may eat ddeokbokki and ramyun with but will not bring home. In their debut, 2 Cool 4 Skool, BTS established themselves as artists that did not fit into the typical cookie cutter role of the K-Pop boy band.

The music video and concept behind N.O further solidified the rebellious image that plays out in Boy in Luv. As the video for Boy in Luv progresses, viewers are left to ponder whether the female subject should actually be attracted to the boys in the video. While girls who want to maintain a pristine image may not, those who wander in the world erected by BTS may tumble in like Alice in Wonderland.

By emulating a comeback concept that led to the very successful marketing of EXO, BTS and Big Hit Entertainment took numerous risks. Instead, the group substantiated that there are elements of music and style that sets them apart from EXO. As every other male group strives to maintain a strict pop image, BTS is evolving into a group that embodies enough aspects of Korean hip hop that they are very much like early Big Bang. It will be interesting to see how the concept translates through their music in Skool Luv Affair which will be released on February 12th.

Tags
BTS
Bangtan Boys
EXO
Big Hit Entertainment
SM Entertainment
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