Can a band still go viral when it’s fictional?
. And BTS is hardly the only group following this playbook. Many modern bands are even more active on social media, particularly on TikTok. There are certainly K-pop fans who discover their favorite artists through their music, but I know just as many who have been roped in through social media content — TikTok dance challenges, behind-the-scenes interviews, and viral variety show moments — and discovered the music after the fact.
On the one hand, these are very new Instagram profiles. On the other hand, they had access to a much larger audience than most new Instagram profiles do.’s cast included both Broadway and K-pop veterans, with a combined following of millions across Instagram, Twitter, and TikTok who were widely promoting its content. I have no doubt that these profiles reached K-pop circles and K-pop fans — but they didn’t find a footing there.
But to me, parts of the social media push didn’t ring true. Some of them, I think, may be inherent toFor one, it was confusing. It was never clear to me whether the TikToks and Instagram posts were meant to portray the fictional bands or the actors playing them — whether I was being addressed as a real fan or whether I was witnessing characters address fictional fans.
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