How fandom inspires BTS’ passion & purpose

Telecom giant Smart Communications, Inc. made the smart — make that very smart — choice to get the “world’s biggest boy band” BTS as brand ambassador.

The seven-member supergroup from South Korea headlines the youth-oriented Live Your Passion with Purpose campaign for Smart Prepaid. The partnership marked Smart’s first collaboration with the Grammy-nominated artists managed by HYBE, formerly known as Big Hit Entertainment.

“It was one of the hardest campaigns and negotiations that (we) ever had to do for the brand,” recalled Jane Basas, SVP and head of Consumer Wireless Business at Smart, during the media launch on Thursday. “But it was all worth it in the end.”

Planning started mid of last year with the help of Publicity Asia, but it took months before the contract got finalized. “We wanted it so badly, we just kept working on it, pursuing and not letting go of our passion in getting the contract closed. It was the best Christmas gift because on Dec. 25 (2020), we actually got word from Seoul that the contract was fully approved,” said Basas.

According to Smart president and CEO Alfredo Panlilio, it was a no-brainer to support initiatives like this. Asked how BTS contributes to the whole business of the brand, he said, “Our strategic decisions are based on purpose and meaningful activities, and you know, this campaign is centered really on the youth. And we really want to make sure that we have the affinity with the youth who are going to be future customers for us, long-term, and we wanna make sure we’re able to address their passions and what their needs are from us.”

The campaign was filmed in Seoul early January and set to BTS’ most recent hits — the inspirational Life Goes On followed by the record-breaking Dynamite — in an effort to send a “timely and encouraging message” to their Filipino ARMY in this time of pandemic.

Based on the 2020 ARMY Census, the largest fan-driven demographic analysis of the band’s official fandom (a.k.a. ARMY) around the world, there are over 18,000 fans in the Philippines alone. Numbers could be higher to date since the study was reportedly conducted pre-Dynamite, BTS’ first-ever No. 1 single in the US and other countries.

After watching the video interview during Smart’s media launch, even the non-ARMY would understand why BTS commands what has been dubbed in the international press as the “world’s most powerful fandom”. Going by their answers, the fans clearly help drive their passion and purpose in making music.

In case you don’t know it, BTS who debuted in 2013 has been a repeat visitor to the Philippines, performing here in 2014, 2016 and 2017. The band is composed of Kim Tae-hyung (V), Jung Ho-seok (J-Hope), Kim Nam-joon (RM), Kim Seok-jin (Jin), Park Jimin, Jeon Jungkook and Min Yoon-gi (SUGA).

Here are excerpts from the BTS interview (as translated into English):

On what the band thinks about the Philippines and the support of the Filipino ARMY:

RM: “I think we always went to (the) Philippines once a year. During our tour, a lot of fans were waiting and supporting us even with the hot weather. I’d like to visit again as soon as possible to hear the cheers of ARMY in the Philippines.”

Jin: “Philippines is a great country and I really want to go there as a vacation spot. I’d like to visit you again.”

SUGA: “I watched Philippine basketball occasionally and the level was very high.”

RM: “Oh really?”

SUGA: “They really love basketball. I enjoy watching it these days.”

J-Hope: “You’re right. Yes, I know it very well. Philippines can’t be left out (of the) Southeast Asia tour. Food is also delicious. I love Philippines.”

Jimin: “We know very well that you are always sending us messages through social media. You are also doing various activities such as uploading videos that cover our songs or dances and participating in competitions.”

V: “I heard that there are a lot of ARMY in the Philippines. I’d like to see you as soon as possible.”

Jungkook: “Yes, I’m very grateful to all the ARMY who support us from far away.”

On what is the passion and purpose of BTS:

RM: “Our passion and purpose are, of course, to encourage and inspire people with the music and dancing we love. I think that’s everything.”

Jin: “My passion is to please (bring joy) ARMY. I will do my best, with all my effort.”

SUGA: “What makes us move is the ARMY waiting for us.”

J-Hope: “These days, I try to move with passion without purpose because that might soon become the purpose.”

Jimin: “The passion of the team comes from longing for the stage and wanting to do music. And the reason and purpose of course will be ARMY.”

V: “I want to give encouragement and healing to ARMY’s life with great music.”

Jungkook: “I often think about what I can do right now, what I want to do and what I need to do.”

On what messages they want to send to the Filipino ARMY and Smart subscribers:

RM: “Wouldn’t it be smart if you put your heart into something every moment? It’s been a while since we met with ARMY and everyone in the Philippines. Let’s meet soon after this long winter is over. I miss you a lot.”

Jin: “Smart decisions have always been important to us and it seems to have produced good results to us. Let’s be happy everyone. I will encourage you so you can only walk the path of happiness!”

SUGA: “It’s a smart decision if you think about it carefully whenever you make a decision. Year 2021 has started, everyone! I hope that everyone stays healthy this year so we can see you at the concert hall.”

J-Hope: “The simple fact is that when you have a purpose, you will have a reason for life and it becomes your driving force... I think challenging the world with a sense of purpose is one of the important factors to enjoy life! Stay healthy and be happy! That’s the most important (thing) until the day comes when the corona ends and we come to see you in person! Peace!”

Jimin: “I think life is a wonderful thing. Even before we die, there are so many things in the world that we cannot experience at all. So, wouldn’t it be nice to have a purpose to see and enjoy a lot of things, and enjoy life? Dear Filipino ARMY, I hope my heart can reach you and thank you for always supporting us. We look forward to seeing you soon.”

V: “Challenge yourself! No matter how many times you fall, don’t give up. Challenge yourself to break a big wall in your life. I always want to see ARMY with good music and performances as soon as possible after the corona is over.”

Jungkook: “It would be nice if you had a clear purpose. But first of all, I hope that you will think about and judge your realistic environment and do what you need to do, one by one. Our beloved ARMY and Smart subscribers, I am so happy to be with Smart. I hope your life will be a smart life in the future. I’ll be rooting for you. Please stay healthy.”

J-Hope: “Wow, everyone spoke such good words.”

On what their secret is to staying solid as a team:

RM: “I think that we have been together for a long time and the members are really, very nice.”

Jin: “We’re very close, but we don’t cross the line for sure. If we’re too close, we can’t really talk about uncomfortable things.”

SUGA: “Everyone really respects each other. We couldn’t help arguing sometimes because we are humans. But whenever that happens, we deal with it wisely.”

J-Hope: “I think it’s consideration for each other.”

Jimin: “For me, I think it was the opportunity for members to understand each other more because all of the members are different.”

V: “I think we have good teamwork because we have the same desire and same heart.”

Jungkook: “I also think it’s because of understanding and consideration for each other.”