What We Can Learn From BTS 💜 And Their Die-Hard Fans

Okay, I know you’re wondering.

What does K-pop have to do with newsletters?

It’s a good question.

(And yes, you might also wonder why I’M writing this, but don’t be fooled by my white hair and wrinkles…I’m a die-hard K-pop fan and BTS ARMY…the name for BTS’ fandom)

Building newsletters (and K-pop superstardom) comes down to building a fanbase.

Or, what I like to call…

Your Addictive Audience

Before you build a brand, sell your soul on socials, or start another lukewarm newsletter… you have to ask yourself:

Do I have an audience that can’t get enough of me?

That’s your Addictive Audience.

Your Addictive Audience craves your next post, email, story, or product.

They don’t just “like” you.

They refresh your feed, forward your emails, and do a happy dance when your name pops up in their Inbox.

Your audience is the ones who:

• Pay attention

• Buy early

• Stay late

• And tell everyone you’re a genius.

Basically, these are the fabulous folks who buy your cupcakes, take your classes, read your latest gritty crime thriller…and show up for you.

Over and over again.

And most people trying to do digital marketing just don’t get this.

They’re busy building followers…not fans.

And it’s a big mistake, because fans are the backbone of long-term growth. Fans transform your work from “just another product” into something special.

And…

No one understands fans better than BTS (i.e. my fave band from South Korea who took the world by storm).

Who Is BTS?

BTS—short for Bangtan Sonyeondan, aka Beyond the Scene—is a South Korean pop group that started in 2013.

They weren’t built by a mega-label.

They didn’t start out on top.

In fact, they were underdogs—underrated, unfunded, unfavored by traditional industry powerhouses.

But they had a weapon:

Unfiltered vulnerability + hyper-focused fan connection.

12 years later, they’ve become:

• The most tweeted-about artists on the planet

• Record-breaking Grammy nominees

• UN speakers

• Ambassadors for Korean culture

• Global bestsellers in music, merch, and media

This isn’t a fluke.

It’s a masterclass in addictive audience building.

6 Reasons Why BTS Is Such A Big Deal

So, why is BTS the case study for modern creators and businesses?

Here’s what they mastered:

1. Relentless Vulnerability

They speak openly about mental health, burnout, identity, and insecurity. Their audience doesn’t just hear them—they see themselves in BTS.

Lesson: Vulnerability builds obsession.

2. Deep World-Building

Their albums, videos, and lyrics are connected. Characters, symbols, even philosophical references (Jung, Hesse!) run through their work.

It’s not just music. It’s a mythology.

Lesson: Addictive creators build a world—not just content.

3. Fan Participation

Fans (called ARMY 💜) aren’t passive. They’re creators, fundraisers, translators, and marketers. (And yes, the colour purple is a big deal.) BTS treats ARMY like co-conspirators, not consumers.

Lesson: An addictive audience wants to feel in it with you.

4. Purpose-Led Messaging

From UNICEF partnerships to social commentary, BTS doesn’t shy away from meaning. They lead with values. And fans rise to meet that standard.

Lesson: When your work has a soul, it becomes a movement.

5. Platform Fluency

They were early to Twitter, VLive, YouTube, and TikTok—and used each differently. They weren’t polished. They were present.

Lesson: Show up where your people are—with personality, not polish.

6. Consistency With Surprise

BTS kept the heartbeat going with regular releases—but always found ways to evolve, subvert, and experiment.

Lesson: Surprise is the secret spice of addiction.

What’s the BTS “Secret” To Fan-Building?

The real secret isn’t sexy.

It’s this:

They gave more than they took.

Again and again and again.

BTS didn’t earn their audience’s attention—they honoured it.

They wrote letters. Shared struggles. Made “thank you” videos at 3am. Showed up unfiltered. Created real intimacy at scale.

And they STILL DO THIS…12 years after their debut!

(I’m writing this at 4 am, after watching fan-translated livestreams after two members celebrated leaving their military service, with cakes, balloons, and an hour of fan-dedications from their music studio in Seoul.)

In a world of algorithm-chasing, BTS stays human.

And here’s the kicker: they were never “cool” by traditional standards.

But they made their weirdness feel welcoming.

If your audience feels seen, safe, and invited—they’ll never leave you.

Steal the BTS Blueprint in 5 Steps

Whether you're a misfit founder, creative coach, or newsletter writer, BTS has a blueprint for building loyalty that translates directly into your inbox game.

Let’s connect the dots:

1. Create More Than You Sell

Too many newsletters are sales funnels in disguise.

Want an audience that stays? Serve first, sell later. Just like BTS.

2. Speak Human

Drop the robotic tone. Speak like you're texting your smartest, funniest friend.

Let people fall in love with the real you—not your “brand voice.”

3. Make Them Part of the Show

Use reader replies. Share fan shout-outs. Ask for ideas. Build in public.

Your newsletter isn’t a soapbox. It’s a campfire.

4. Reveal, Don’t Perform

Write something you’re scared to say. Then hit send.

Readers will feel it. And they’ll tell everyone.

5. Build a World

Don’t just offer tips. Build a vibe. Create characters, symbols, phrases, language. Make your newsletter feel like a place, not just a post.

Think less “email marketing.”

More “emotional universe.”

Ready to Build Your Fanbase?

BTS didn’t become a global force by chasing trends.

They became legends by building depth with a specific, passionate audience—one email, tweet, and song at a time.

So don’t just write a newsletter.

Write a movement.

Your addictive audience is out there—waiting for someone brave enough to stop performing, and start connecting.

Be that someone.