JAKARTA: Fans of the world's biggest K-pop band, BTS, are demanding that their record label divest itself of entities linked to Israel to use fandom's prowess for social justice activism in support of Palestine.
BTS, also known as Bangtan Sonyeondan or “Bulletproof Boy Scouts”, is a seven-member K-pop group that has become one of the music industry's most profitable franchises since its debut in 2013. Millions of BTS fans around the world are collectively known as the ARMY.
The massive fandom has gained its own popularity over the years, becoming known for its online activism and making global headlines as members raise millions of dollars for charity and organize viral social media campaigns.
Some of these fans are now part of a group called ARMY for Palestine and have coordinated efforts targeting the band's label Hybe Corporation, urging the company to cut ties with Scooter Braun, the CEO of the label's American subsidiary, for supporting him. Israel.
“We have our ongoing campaign to sell Hybe, where we demand that Hybe get rid of Zionist companies and associates, including Hybe America CEO Scooter Braun,” Lila, a Palestinian member of the group, told Arab News.
At X, Lila and her friends promoted the #HybeDivestFromZionism campaign, which not only calls for Braun's impeachment, but also urges fans to stop buying albums and merchandise and streaming music from artists signed to the label.
ARMY for Palestine took its campaign to the streets of Seoul in March when its members sent an electronic billboard truck outlining their demands to Hybe headquarters in the South Korean capital.
“As ARMY, this is important because that is exactly what we have always said this fandom stands for… ARMY is known to be very involved in fandom activism,” Lila said.
“We hoped to put to good use the empathy, advocacy, loudness, progressiveness and organizational skills we have been known for over the last decade… there are so many Palestinian ARMIES.
“We have lost so many members of this community as a result of the brutal war crimes of the occupation. So many ARMYs are in Gaza experiencing genocide.”
Israeli ground and air strikes over the past nine months have killed more than 39,000 Palestinian citizens in Gaza, according to official estimates, although a study published in the journal Lancet last month estimated the actual death toll could exceed 186,000.
Some BTS fans started talking about Israel's war on Gaza in November last year, when a clip showing photos of the band members being pulled from the rubble in the enclave went viral. At about the same time the ARMY for Palestine was launched.
The group is run by Palestinian members of the BTS fandom – some of whom are based in the US and Europe – and people from other countries including India, Pakistan and Malaysia.
Deeja, another Palestinian member of the group, said being a member of ARMY means reflecting “BTS values of being socially conscious” and caring about other people.
“It's important to us that the ARMY sees our humanity as Palestinians, so we think that's why it's so important for us to be in this space as both Palestinians and the ARMY – to really be ourselves as advocates for our people in this space.” she told Arab News.
“Honestly, we want people to care about the Palestinians and to see the Palestinians start listening to the Palestinians and our voices.” The most essential tool to continue the fight against oppression is community. Anything is possible when you have a community of like-minded people behind you.”
Although ARMY for Palestine is encouraged by the support it has received from the international community, its members have also suffered “opposition and harassment” from the BTS fandom since last year.
“There is division… it's definitely something that's disheartening – and quite scary to see people who were in community with us dehumanizing us just because we're Palestinians asking people to help us,” said a member of the group Zuzu Arab News.
“Despite the backlash, we've still built a small, beautiful community with empathetic, caring ARMIES willing to organize, use their voices for oppressed people, and push for change. Our movement continues to grow…we will continue to be vocal.”
For Casey, a member of the Indonesian ARMY based in Bogor, West Java, speaking up for Palestine is part of what it means to be a BTS fan, even though the K-pop group members themselves have yet to speak out about the violence in Gaza. .
“BTS is the biggest K-pop idol group and ARMY is the biggest fandom. The voices of idols and their fans can be influential,” Casey told Arab News.
“The voices of BTS and ARMY are very much needed to educate and raise awareness about the genocide that is happening in Palestine.”
