Solo Stardom: How HYBE Managed BTS's Break and Promoted Solo Careers

Abstract

This case study examines the strategies employed by HYBE to advance the individual careers of its seven members, thereby adeptly managing BTS's group hiatus. In 2022, as BTS transitioned from collective pursuits to individual projects, HYBE faced significant pressure to uphold its financial achievements and global influence. In reaction, the enterprise meticulously launched individual debuts, employing pre-produced material, diverse promotional strategies, and strategic timing to ensure that each member received their opportunity to shine. This study meticulously explores the financial and cultural implications of BTS's pursuits, HYBE's strategic maneuvers, and the consequential effects on artist management within the global music industry. The analysis assesses the efficacy of HYBE's strategy through the examination of financial metrics, sales figures, and industry analyses. The analysis reveals that the individual pursuits of BTS have significantly contributed to breaking sales records and sustaining fan engagement while simultaneously mitigating the risks linked to the group's hiatus. The findings provide a strategic framework for navigating group hiatuses, enhancing both individual and collective brand value, alongside a more profound understanding of the evolving dynamics within K-pop management.