In short
Critics at Large episode “The Soft Power of BTS” explains how BTS/K-pop became ubiquitous in global pop culture (“Korean wave”/Hallyu) and analyzes BTS’s comeback album Arirang, its Netflix documentary BTS: The Return, and the mechanics of intense fandom (ARMY) as a form of soft power and managed parasocial access.
Guests/backgrounds
Alex Schwartz, Nomi Fry, and Vincent Cunningham (The New Yorker’s Critics at Large hosts). They discuss as non-experts but with cultural/media analysis; they cite Alex Barish’s reporting on BTS founder/producer Chairman Bang.
Key claims
BTS’s comeback is framed as a worldwide cultural/geopolitical event; BTS uses “calculated vulnerability” and fan-facing content (Twitter/Weverse) to keep engagement while managing pressure; fandom can model “emerging adulthood” and national pride; the documentary’s “boringness” is itself revealing because fans will scrutinize every detail.
Notable examples
“Swim” and “Dynamite” singalongs; kids wearing K-pop Demon Hunters sweatshirts; K-pop winning at the Oscars; Arirang sampling “Arirang” folk song; comments/streaming tactics for view-count goals; comparisons to Beatles fandom and Elvis/Britney pressures; mentions of K-pop suicide cases (e.g., Sulli, Goo Hara).
Written by AI. May contain mistakes. Listen to the episode to check what was said.
Chapters
Tap a time to open that second in VOBTS Comeback and Impact
2:50 to 4:23
Discussion on BTS's massive popularity and their recent comeback.
“This is Critics at Large, a podcast from The New Yorker.”
K-pop's Cultural Ubiquity
4:23 to 6:11
Exploring K-pop's influence on global pop culture and its reach.
“The album release has been nothing short of a worldwide event, a news event, a geopolitical event.”
Engagement with K-pop
6:11 to 7:37
Hosts share personal encounters and realizations regarding K-pop's omnipresence.
“We're talking about the new album, the intense BTS fandom, and about the meteoric rise of K-pop more broadly.”
The New BTS Album: Arirang
7:37 to 11:40
Discussion about BTS's new album and the group's evolution.
“So given that kind of subject position to start off with, guys, was there a moment when you realized the absolute new ubiquity of K-pop, how it's reached our culture with a huge bang and remains in that space?”
First Impressions of Arirang
11:40 to 14:01
The hosts share their first reactions and thoughts on BTS's latest album.
“Let's turn, though, to the new BTS album, which we all have now listened to, Arirang.”
Exploring BTS's New Album and Its Cultural Impact
14:01 to 19:32
The hosts discuss their initial reactions to BTS's new album, highlighting its themes and musical elements.
“Songs like Merry-Go-Round and Aliens, which were a little bit like, to me, moodier and darker, I think that surprised me.”
Documentary Insights and Artist Vulnerability
21:49 to 28:03
The conversation delves into the BTS documentary, exploring its portrayal of the band's dynamics and the fans' role.
“It's called BTS, The Return, and there was also a live stream concert also on Netflix.”
Exploring BTS's Connection with ARMY
28:03 to 29:05
Learn about the strong relationship between BTS and their fanbase, ARMY, and how they interact online.
“And then I was listening more closely to the lyrics also.”
The Role of Community in Fandom
29:05 to 31:36
Discover how fandom creates a sense of community and shared experience among fans.
“But it's a kind of triangulation, right?”
Cultural Evolution and K-Pop
31:36 to 35:39
Discuss the cultural evolution from past musical movements to the impact of BTS in today's society.
“It's almost saying, if you were the most cynical read of it, it could be, no, we need to model this developmental bridge for a whole society.”
Show all 17 chapters
Commercialization of Fandom
35:39 to 37:37
Examine how the commercial aspect of music impacts the evolution of artists like BTS.
“Can they evolve past the boy band element?”
Commercialization of Fandom
37:40 to 38:40
Examine how the commercial aspect of music impacts the evolution of artists like BTS.
“Send us your questions, pictures, and any thoughts to bakeclub at bonappetit.com or find us on the sub stack.”
The Korean Wave and Its Global Impact
38:40 to 42:03
Learn about the rise of Korean culture globally and its implications for national identity.
“Many Korean cultural products have started to dominate the global landscape, whether you're talking about, as Nomi earlier did, skin care and beauty products.”
The Cultural Impact of BTS
42:03 to 47:30
Explore the immense cultural and economic pressures faced by BTS and their influence on South Korea.
“No, me like saying like, I can't believe it.”
The Pressure of Fame in K-Pop
47:30 to 49:42
Discuss the intense expectations on K-pop stars and the psychological toll it takes on them.
“We're going to, you know, by making that part of the show, we can sort of more efficiently, tamely present this show and keep it going for longer.”
The Future of Pop Celebrity
49:42 to 50:34
Examine how technology and media shape the modern pop star experience and fan interactions.
“It's like the final frontier, whether either the corporation or the state or whatever, the managing interest can can step into that.”
What Critics at Large Covers
52:16 to 53:47
Overview of the Critics at Large podcast, including its diverse cultural topics.
“I'm Alex Schwartz, and we host Critics at Large from The New Yorker.”
Transcript
Automatic transcript. May contain errors.0:00Do you have a business idea? Well, Shopify is here to take that little light bulb going off above your head right now and turn it into reality. Everything you need to start selling is included and ready to go from day one. I'm cartoonist Jason Adam Katzenstein, and I thought I was intimidated by anything having to do with business and or the internet. But Shopify is so simple and intuitive that even a Luddite scribbler like me found my way around.
0:28Alexandra Schwartz:I click start my trial and I see these friendly little pop-up buttons. Add your first product, choose your store design. And then over in the corner, ask anything dot dot dot. So I do. I type in prints because that's what I want to sell. And I get all these great questions immediately. What's the image slash artwork? I can describe it or I can just upload an image. A dream. Things like Shopify checkout make it easy for customers to pay you. And when they return, their details are already saved. One tap and they're done. With Shopify handling setup and checkout, you have time to focus on the stuff that actually matters.
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1:07Alexandra Schwartz:So go make it one. Start your free trial at shopify.com slash newyorker. We've been listening to a lot of K-pop recently, let's face it. K-pop, BTS, out the gills. Which song has been stuck in your head for the past 48 hours?
1:28Naomi Fry:Swim, swim, water falling off your skin. Swim, swim, I just want to dive, I just want to dive. Sorry. Wow. I couldn't help but join in. Of course, because it is undeniably sticky. Sticky. It's sticky. It's the new single Swim from BTS. It is.
1:53Alexandra Schwartz:Wow. That's really the hit. I mean, it's the first single. Yeah.
1:58Naomi Fry:From their new album just released.
2:00Alexandra Schwartz:I just mean to my ears, you know.
2:01Naomi Fry:To your ears. It's the hit.
2:03Alexandra Schwartz:Yeah. Is there another favorite in the room, or was the sing-along indicative of a mutual swim love? Definitely I'm into Swim right now. I've been listening a little bit, too. Because I am in the stars. Oh, that's old school. Dynamite. Yeah. Which I did not know was BTS. So same. When you learn that song is by BTS, as I did, I would say within the last 48 hours, you say, ah, this thing that has actually become part of my DNA. Another BTS reference for those in the know was in fact implanted there by this mega successful Korean boy band. I just thought that I came programmed with that song. But no, it's actually a BTS song.
2:50This is Critics at Large, a podcast from The New Yorker. I'm Alex Schwartz. I'm Nomi Fry. I'm Vincent Cunningham.
2:57Alexandra Schwartz:Each week on this show, we make sense of what's happening in the culture right now and how we got here. Now, last week, something very big happened in the music world. I can't stress how big. If you know anything at all about K-pop, and frankly, even if you don't, you're already aware of who?
3:20Naomi Fry:BTS! Goddamn right. It's a high-up ain't it fast tonight So watch me bring the fire and set the nightlight My shoes on I get up in the morning Cup of milk, let's rock and roll
3:34Alexandra Schwartz:The group, as we know, is made up of seven members and I'm just gonna start listing. Accomplishments, they just roll one after the other. They have over 104 billion streams worldwide. They're the best-selling Asian act ever, and arguably the most popular band ever, like of all time. In 2022, they announced that they were going to take a break so that they could, you know, casually complete the mandatory South Korean military service. It's been nearly four years since they went on this break, and last week, they dropped their comeback album, Adidas.
4:23Alexandra Schwartz:The album release has been nothing short of a worldwide event, a news event, a geopolitical event. There was also a comeback concert live streamed on Netflix. Perhaps you saw it. A new documentary about the group is about to land on Netflix. And all this is to say it felt like the right time to do an episode about K-pop, which is today absolutely everywhere, right? Oh, yeah. I feel like most of pop culture somehow leads to K-pop. And frankly, I've been a little bit intimidated by the idea of engaging with it because I've just felt so out of the loop. And then, of course, I realized I'm not as out of the loop as I thought.
5:04All of these songs that are swirling in my head or that I seem to have become ambiently, intimately aware of are K-pop songs, K-pop demon hunters. I have watched it. I can't wait to discuss it. K-pop at the Oscars. We all live blog the Oscars. And, you know, I was very clued into Leonardo DiCaprio just waving his little light bulb just from the front row. Gamely. Gamely waving that thing.
5:31Naomi Fry:Just gamely waving because you know what? This is now the air we breathe, basically. I mean, even if we're not aware of it, it's like opening the tap and what comes out is K-pop. or just generally kind of like ambiently Korean, you know, water coming out of the tap. I mean, I'm just thinking even about like Korean beauty, the notion of we're now looking to Korea in regards to like how we look, how we take care of ourselves. You know, this is something fairly new, but already totally ubiquitous, even if we're not thinking about it.
6:05Alexandra Schwartz:Yeah, yeah.
6:06Naomi Fry:Yep.
6:06Alexandra Schwartz:And so, accordingly, today we're diving into this world. of BTS and K-pop. We're talking about the new album, the intense BTS fandom, and about the meteoric rise of K-pop more broadly. This phenomenon has been described as this word Hallyu or the Korean wave, almost as if it's temporary. But, you know, the way we experience pop phenomena is that sometimes they just win. The question I have is when does a wave, a bubble, a moment, just become a new reality. So that's today on Critics at Large, the soft power of BTS.
6:51Alexandra Schwartz:Sometimes we do this. We jump into this. None of us are experts on a thing. We come with a friendly curiosity to a world. None of us, I'll just, spoiler alert, none of us are on our regular subway commutes just jamming to BTS. Can we concede? Is this your play for us not to get assassinated by the fans? I'm just saying, except for what it is. The term friendly curiosity. We come in peace. Strangers in a strange land. You know what I mean? Would you say we're aliens? We are aliens.
7:23Naomi Fry:And we are also animals.
7:26Alexandra Schwartz:Aliens, we're animals. We are asking you, friends, to accept us body to body.
7:32Naomi Fry:Body to body.
7:34Alexandra Schwartz:And swim with us. And swim with us in these new waters. That's it. So given that kind of subject position to start off with, guys, was there a moment when you realized the absolute new ubiquity of K-pop, how it's reached our culture with a huge bang and remains in that space? I would say that the K-pop Demon Hunters moment was when I really understood how deeply K-pop is part of American pop culture and starting at a very young age for kids. That I, of course, have known about K-pop and the music of K-pop and the very devoted fandom of K-pop and how international it is for a long time. And some of the songs, definitely because they're played on the radio, they're around, have wormed their way into my ears.
8:19But the huge ecstatic reaction to K-pop Demon Hunters, I think, really brought it home for me. And I will just give an example. As recently as yesterday, I was on the playground and I saw one little girl, I would put her five at the absolute oldest, was wearing a K-pop Demon Hunter sweatshirt. And another little girl was doing an imaginary play about K-pop Demon Hunters. And her dad was like, oh, are you a pop star? So that's when it really became clear to me that it's absolutely enormous. Not yesterday, but that's just an example.
8:54Naomi Fry:Yeah, and I feel like it's been growing and growing. But I remember a couple of years ago, I heard of a daughter of an acquaintance who asked for her bat mitzvah present to be taken to Korea to Seoul because she is so obsessed with K-pop. And I was like, oh, this is like, I guess this is kind of like the new Mecca for, you know, these young people, very young people, children who are absolutely not Korean, but are pulled like moths to a flame to this like new culture to learn about it, be curious about it and obsessed with it ultimately. Yeah.
9:40Alexandra Schwartz:For me, I had a student a while back write a piece about the singer Suli, part of the girl group FX, and tragically took her own life back in 2019. and the essay that this student wrote for me, which was really beautiful, talked about the intense fan culture. This really outspoken, strong-seeming young woman was sort of brought to her knees by so many eyes and ears and eventually it's sort of like, you know, the tippy-tap of angry fingers from fans. I'd known about the popularity, but I hadn't realized that it was such a hothouse. That really, really opened my eyes. But, you know, it's everywhere.
10:27Alexandra Schwartz:I mean, to me, if I think about pop music, the pop music, you know, back in the day, you know, NSYNC, Backstreet Boys. The only archetype for that accent today is K-pop, right?
10:37Naomi Fry:Yeah. I mean, I when I this was actually when we were live blogging the Oscars and I heard the song Golden from K-pop Demon Hunters that won best song.
10:59Naomi Fry:I thought it was Carly Rae Jepsen. Like, I knew the song, but I was like, oh, I'm so glad Carly Rae Jepsen is back. Like, this is a great song. And then I was like, oh, wait a second. You know, I didn't know that this is what it was. But of course, it made complete sense once I realized that.
11:13Alexandra Schwartz:Yeah. I mean, the same thing happened to me with that. We already talked about this, but that. To me, that's just like Target music. And I was like, oh, that's BTS. So, I mean, it doesn't even, it doesn't code in any sort of ethnic, nationalistic, anyway. It's just music that's on when you go to Forever 21. Yeah. And that's like, to me, that's victory. Yeah, that is victory. So, okay, let's turn.
11:37Naomi Fry:That outlived Forever 21. There you go. Yeah.
11:41Alexandra Schwartz:Let's turn, though, to the new BTS album, which we all have now listened to, Arirang. This is the much-anticipated new release from BTS after their much-reported-upon hiatus. They've been gone. Not all together. They didn't go all in together.
11:57Naomi Fry:They staggered their military service, their mandatory military service. So there will always be some BTS members not in the military. Right. So the relationship with the fans, like there will always be some sort of like umbilical cord connecting the fans and at least some of the members. To the extended universe. Yes. And I think there was also a big question about whether they would reunite as a group. There was a press conference when they were announcing that they needed to take this leave. And they're all sitting around. It's called the 2022 BTS Festa. They're all sitting around a table. I'll just show you guys.
12:41They're enjoying some food and wine here at the festa. There are, of course, balloons in various shades of purple. The BTS.
12:48Alexandra Schwartz:Their favorite color. Yeah. They are talking about taking a break and their feelings about it. And the kind of the leader of the group, RM, is saying, we're almost 30 now. Our lives have changed a lot. I've changed a lot in the last 10 years. and I don't know what I want.
13:16There was this kind of heartfelt moment where it was clear they were going to go follow their own paths and make their own music and try out their independent pop star personas like many a solo artist from boy bands before, Koff, Justin Timberlake. And now they've reunited. They've come back. They're here. It is the return. They've returned.
13:36Alexandra Schwartz:What did you guys think? First listen.
13:38Naomi Fry:So, okay. I feel like I had a kind of maybe a little bit of a sense that I wouldn't like it or like that it wouldn't be my bag necessarily. But then when I listened to it, I was like, wait a second. I like pop. After like one listen, I was already like, you know, yeah, like body to body. You know, I was already like, it's so crazy. like how sticky it is. Songs like Merry-Go-Round and Aliens, which were a little bit like, to me, moodier and darker, I think that surprised me. I guess I wasn't expecting that. Maybe, you know, kind of naively, I wasn't exactly sure what I was going to listen to. So I was like, oh, I can see it being kind of a little bit sexier than I expected, I guess, I would say.
Read the full transcript
14:29Alexandra Schwartz:Was it sexier for you as well, Alex, than you anticipated? Well, I've been on a bit of a journey with this album, with Ari Rang, because before it was released, I had no idea that rap was a big thing for BTS. So I turned on this album and was very surprised to hear Body to Body. And I was like, oh, the rapping, where's my like sweet harmonies? Where's my like high floaty voice? How interesting. So I paused the album. We had screeners to this Netflix documentary, BTS The Return, which is a new release that's part of the whole album drop package. and because it shows the making of the album and creates the smallest modicum of drama around whether they're going to evolve as artists, whether they're going to reach this new maturity, and then the biggest theme of all, that they're going to really foreground Korean culture with the name Arirang for their album title that makes reference to this Korean, beloved Korean folks on Arirang.
15:30Suddenly I was like, oh, it has a narrative? Okay. that made it much more enjoyable for me, I think, than if I was just doing the music. And in that, I understand the bigger BTS project, which is, of course, not at all just about the tracks. It is about BTS as people and BTS and their journey and their gelling as a group and where they're going. I was, I kind of, I get what the bigger narrative is doing for it. Vincent, I want to hear what, let's get deeper into the album. I want to hear what your thoughts are.
15:59Alexandra Schwartz:Very curious. So it's interesting to, pop music is always where you go to see which sounds are still alive, what's still happening, and what from your personal history is still touching people. So we've talked a lot about Body to Body. Can I play the first couple strains of it? Please.
16:21Naomi Fry:I'm now thirsty to hear it. It's been too many seconds since your last hit. Yeah, it's been like an hour since I last listened.
16:43Alexandra Schwartz:So it's got these kitchen sink, almost almost go-go like sort of almost ambient drums. It sounds like it'd be played on a washboard and on a, you know, on pots and pans. it's got these for me very weekend like minor key wow bottom and of course it's sampling this this arirang song which for me it really is resonant right these guys who i agree their absence as we understand it is purely nationalistic in character purely connected to the state and all of a sudden a patriotic song and this is how they come back as people who have through what any young man of their age would have gone through, totally connected to the spirit of their country.
17:26Alexandra Schwartz:And here they come with this. And then the song does just explode into a, to me, very close facsimile of a pop song that I really like. Nelly Furtado's Promiscuous Girl.
17:38Naomi Fry:Oh, the Timbaland produced. It sounds like Timbaland.
17:54Alexandra Schwartz:You hear the bop.
17:56Naomi Fry:There you go. You already know. There you go.
17:59Alexandra Schwartz:So like that's good for me to know that the mid-2000s.
18:03Naomi Fry:Oh, yeah.
18:05Alexandra Schwartz:Timbaland. Oh, yeah. Bop, like that is still important to pop music. And all through this, I was listening for that. There are these haunting drums that sound like they were recorded in a big warehouse as one of the signature sounds of this album, which reminds me of recent Justin Bieber, his collaborations with the genius producer and singer Dijon. There's a lot just kind of swimming back and forth in this music. And I think it's interesting. A lot of people have said this. It's kind of split into two halves, the album. And I think swim is when it really turns on for me. Body to body notwithstanding.
18:45Alexandra Schwartz:Swim as we've talked about. I also like the song Normal. Do you guys remember this one?
18:49Naomi Fry:Yeah.
18:53Naomi Fry:I love this.
19:06Alexandra Schwartz:Moody, hard drums. Right. Vocals cutting through. I was like, this is when the album turned on for me. I was like, yeah, sing it. Yeah. It's not an album I'm going to listen to over and over, but I was like, I get how if I grew up with this group, this album would sound kind of like a breakthrough to me.
19:27Alexandra Schwartz:In a minute, we delve even deeper into the world of K-pop. Critics at Large from The New Yorker will be right back.
19:38Thank you.
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21:39Alexandra Schwartz:All right, so we've been talking about Adi Dong, the new album by the boys, BTS. Another part of the release cycle for the album is a new Netflix documentary about the group. It's called BTS, The Return, and there was also a live stream concert also on Netflix. Did you guys catch one or either of those? I saw the doc. I've got thoughts. What did you guys see and what did you think?
22:03Naomi Fry:I found it very interesting. Like I found the documentary BTS to Return interesting in how it kind of like follows and doesn't follow the kind of conventional narrative of kind of a behind the scenes like making of an album documentary. Or just even not necessarily just making of an album but just like what it means to be in a band and kind of like let us glimpse behind the curtain. You know, there's a scene where they like all watch like, you know, old videos of them like in, you know, they started in 2013. Some of them were still teenagers. And they're like, they say, oh, you know, do you mean like you're a full man now?
22:48Naomi Fry:Look at you're a baby now or, you know, that kind of thing. And, you know, they're all sharing this house in L.A. and while they're recording the album and they like go to the beach together, they're horsing around, they're like jumping in the pool, you know, they're doing all of this stuff. You see them in the studio like wearing like sweatsuits and, you know, not all dressed up like in their like, you know, best and so on. But there is something about it that feels like entirely abstract, you know, often K-pop stars from what I've read, you know, towards this episode. and just from watching this and kind of like, yeah, reading a little bit around it, are encouraged if not to full-on take a vow of chastity than to not reveal, you know, romantic relationships they might be having, etc.
23:37Naomi Fry:Now, these guys are like now in their early 30s, most of them, early to mid-30s. And yet there is this complete kind of disconnect from what it means to be a man in the world, you know? And so the romance part of it is just one part. It can also be family. It can also be friendships outside of the circle. Anything outside of the bubble of the BTS group and the making of this album. Those are kind of the broad strokes and it remains broad strokes.
24:08Alexandra Schwartz:Yeah.
24:09Naomi Fry:I want to know what you thought, Vincent. I mean, this documentary is psychotically boring.
24:15Alexandra Schwartz:Thank you. Nothing happens in it. The only interesting things are, number one, the extent to which they are open about the fact that this is a really kind of focus group process. And there are people who are not musicians coming into their studio and imposing prerogatives and demands on them. It should be global. Here's an idea about what the theme should be. And twice in the film, there is a nod to the fans. At the very beginning, they're out on the beach, and one of them is doing a sort of selfie-ish video. And we see cut to the voices of the fans being typed into some sort of—it's clear that they're live streaming.
24:59Alexandra Schwartz:It might be an Instagram Live. It might be something else like that. Similarly— My king.
25:06Naomi Fry:So cute. We love you. Yeah.
25:09Alexandra Schwartz:Later on, there's another moment where that happens. So, okay, we are getting this sort of intrusion from the outside, this sense of being watched. Some updates about, you know, some videos of them going away for their military service or coming back. But it is unbelievable the extent to which this hour-long documentary, nothing happens and nobody says anything beyond this is going to be hard. I hope it goes well. And that's it. It is like psychotically still and turgid and nothing happens and nobody says anything. Unreal. May I build on that? Yes. Okay. So I actually think that the total boringness of it is fascinating.
25:54I agree. Because the first thing that I understood while I watched this Dulles Dirt documentary was that some people, and by some I mean probably millions of them, are going to lap this thing up. They're going to go to this and they're going to study every single angle of everyone's face. They're going to try to see, oh, what was he eating? What video game is he playing in his downtime? because that whole culture of obsession is very, very much a part of pop culture in general and certainly of BTS. I learned a really interesting thing from our dear colleague and collaborator Alex Barish's piece about Chairman Bang who created BTS and created the label.
26:41This is a fantastic piece that I really recommend to everyone listening who wants to know more about this. It's called The K-Pop King and it was published in October of 2024. The whole thing about Chairman Bang is that he wanted BTS to have this more authentic communication with fans. They ran their own Twitter account. They were allowed to communicate with people. They were not kept in total isolation. That said, they were still supposed to be figures upon whom you could project every fantasy, which is the heart of this. So you see them, much like with the album itself, striking this note between vulnerability, a kind of calculated vulnerability.
27:14There's a lot of talk in the movie about how anxious they are that the songs won't come together. And that they won't pull this off. It also really prepped me to watch the Netflix live streamed concert. After every few songs, the group would pause and speak directly to the audience. And again, perform that kind of vulnerability.
27:41One said, I worried a lot before standing here. Seeing you all makes me so grateful and happy. And then another one said, hello, Army. Talking to you all right now, like, this makes me so choked up and grateful. Like, it was a real performance of this kind of emotion of nervousness, but relief upon return. There's a lot of that. And then I was listening more closely to the lyrics also. And the love expressed in these songs is for the fans, the BTS ARMY, and the relationship with ARMY. I just want to throw one other thing into the pot before I, you know, before I mic drop. Another BTS reference.
28:22Okay. Which is, speaking of these videos, I was watching the video for Swim, all these videos, and everybody in the comments is part of BTS Army, the huge fan base, showing up to try to make the videos go to a billion views, two billion views. And they're all working. They're working hard. They're ants at the ant farm. They're like, we got this, fam. Remember, don't keep streaming Swim. Don't do it on a loop because they're going to know. They're not going to count those views. Let's try to, you know, at the same time make Dynamite rack up more views and then come back. And so all of it is everyone cheering each other on in the views.
28:55And, yeah, I'm like, okay, am I ARMY now? Let me get this more views before I, like, have to tap my head and remember I'm frankly not ARMY.
29:05Naomi Fry:But it's a kind of triangulation, right? Right. In a way, being part of the army with with BTS as the you know, it's like they're talking. These people are talking to each other in the comments, essentially. And they're saying like like me and you are going to like promote him. I mean, not him, them. Yeah. There is something there's a kind of like relationality there as well. You know, I'm reading the Judy Blume biography now and there's a thing. The new biography by Mark Oppenheimer? By Mark Oppenheimer, yes, which I'm enjoying very much. And there's a thing about how Judy and her friend, when they were like in ninth grade or something, were dating the same boy.
29:50Naomi Fry:And they weren't jealous of each other. They would compare notes. They would be like, how many times did he kiss you on the date? How many times did he kiss you? You know, what was it like? Like, you know, they were kind of like relating to each other through this like, you know, this third thing of this guy who was like important. But like there was something about the creating of a community which was just as important like among, in this case, among the fans, among the army. it feels like Alex what you were saying about like army kind of talking in the comments and kind of like and saying oh he's so cute he's so beautiful you know but there is something a little
30:33Alexandra Schwartz:defanged about it it's interesting because if you think about previous manias or youth related manias um the sort of mid-century twins of like the beetles on one hand and the motown machine on the other and how those accompanied what now I guess sociologists call the invention of the teenager that there was a whole developmental area that needed to be defined you know all of a sudden there's there are labor laws and we can't treat children like adults and all of a sudden your teenage years had to be something had to have some content and some shape and some kind of um an arc a story to tell and music on the one hand and image making on the other think of like the jackson five think of um the early beatles um image had had a role to play and i think bts against the backdrop of that history is interesting to me because one of these new terms is called emerging adulthood and it's been sort of tracked neurologically where it's like the late teens up until almost your 30s is this new category of you know you're you might still there you might live you might live in a you might live in a big city and be sort of nominally independent but you're still there's still a kind of you know really identity creation finding a place in society is happening and it's really this is where it's so interesting to me that bts is the result of let's face it like a government the south korean government saying, we're going to invest in this in the way that, you know, old America invested in Hollywood and invest in K-pop and in this music and in the creation of these groups.
32:25Alexandra Schwartz:It's almost saying, if you were the most cynical read of it, it could be, no, we need to model this developmental bridge for a whole society. We're worried that the safe passage between childhood and adulthood is again imperiled. And so we need to we need to get some models in there for this.
32:44Naomi Fry:Make it safe.
32:45Alexandra Schwartz:And so that's why that's why it's so interesting to me, this whole thing of like this emphasis on anxiety and worry. Are we OK? And, you know, what if we almost like in the true patient analyst mode, we created a projecting screen? These kind of weirdly neutral, kind of almost bland figures onto which you could project your struggle to emerge into adulthood. and these guys are going to ferry you through their music, but also through their appearance in a certain way into this new phase of your life. Totally. That's so, Vincent, I think that is so interesting as a take. And I love it, I'm going with you, but there's one aspect that you didn't touch on of both the current K-pop moment and also the mid-century moment in the creation of the teenager, which is, of course, as a commercial proposition.
33:38Of course.
34:08I guess because they went to concerts together, they understood, they were in community together. No, no, no, no, no, no. What about all the crazy conspiracy theories? What about Paul is dead? What about John Lennon getting assassinated in front of the Dakota in 1980? What about the super, super dark sides of fandom that came out there? And of course, the most stark difference, I would say, well before John Lennon's death, between BTS's reaction to its fandom and the Beatles' reaction to its fandom is that the fandom changed the Beatles. They changed the music. They changed the way the music was made.
34:42They pushed the Beatles into the studio. They stopped touring in 65. Exactly. They did not want to perform live. They were done with it. And they went into the studio and they went on a very, very different individual journey as artists and emerged at the end of the 60s utterly different than they had gone in at the beginning of the 60s. And that is one of the most fascinating like progressions from childhood to adulthood that I think we have on record, watching what happened between the Moptop era and 1970 when Let It Be comes out and the band breaks up. And what was interesting to me about some of the stuff we've been watching around BTS, and Vincent, you touched on this before, was how calculated this sense of evolution needs to be.
35:25They keep saying in the documentary, we want to show that we're more mature. We want to show a new side of ourselves. We want to express this musically, but also they really can't risk doing something that would be alienating. So this fan service thing, I did find myself watching them up on that stage thinking, are they going to be doing this at 45, at 50? Can they evolve past the boy band element? And what happens when inevitably they must?
35:58Alexandra Schwartz:in a minute how the korean wave swept the culture critics at large from the new yorker will be right back
36:17hi i'm nicole phelps global fashion news and features director at vogue and co-host of the Run Through podcast. Each week on the show, our listeners get an all-access pass into the world of Vogue. On Tuesdays, join me as I interview influential designers like Calvin Klein, Rachel Scott, and Simone Belotti. On Thursdays, join Chloe Mao, head of editorial content at Vogue US, and Choma Nadi, British Vogue's head of editorial content, as they explore fashion through the lens of culture with guests like Doja Cat and Margot Robbie. Listen and watch the run-through with Vogue wherever you get your podcasts and Vogue's YouTube channel.
36:57I'm Jazzy Sefcek. And I'm Shilpa Oskokovic. And we're senior test kitchen editors at Bon Appetit and the hosts of the Bon Appetit Bake Club podcast. Bake Club is Bon Appetit's community of confident, curious bakers. We love to bake. Some might even call the two of us obsessive. And we love to talk about all the hows and whys and what didn't work that come with it. Every month, we publish a recipe on bonappetit.com that introduces a baking concept we think you should know. Then you'll go bake, send us any questions you have. And we'll get together here on the podcast to talk about the recipe. And this month, we're making tiny tomato galettes.
37:32They are these adorable, maybe four-bite little galettes. So cute. Head to ba.com and come and bake along with us. Send us your questions, pictures, and any thoughts to bakeclub at bonappetit.com or find us on the sub stack. Join us the first Tuesday of every month as we debrief about our latest bake. Find BA Bake Club wherever you get your podcasts. Happy baking. Who is going to win control of Congress this November? And what is it going to mean for the final two years of Donald Trump's disruptive presidency?
38:06Naomi Fry:I'm Susan Glasser. I'm Jane Mayer. And I'm Evan Osnos. We host the Washington Roundtable on the New Yorker's Political Scene podcast. We're following what key races could tip the balance of power in Washington this fall. We're also going to go deep on the influence of dark money and tech billionaires. So join us in the run-up to the midterms in 2026. Subscribe to The Political Scene wherever you get your podcasts.
38:39Alexandra Schwartz:It's hard to talk about BTS as we have been doing without this concept of the Korean wave. Many Korean cultural products have started to dominate the global landscape, whether you're talking about, as Nomi earlier did, skin care and beauty products. Plastic surgery. Whether you're talking about, yeah, plastic surgery or, I mean, food was a big one. The best part, by the way, of that documentary that we all didn't like that much, when they eat food, man, does it look good. And man, does it look like something that any one of my friends, Korean or not today, would lust after and go get. And it just seems to me so interesting to have culture play such an obvious and traceable role in the rising visibility of a nation and its culture.
39:33Naomi Fry:It's really interesting. I was thinking about it in comparison to, you know, myself coming from not America to America and living in America, but also experiencing it from that distance and kind of like lusting over it because of its, you know, this combination of like strangeness. It was in the culture I was born in, but also increasingly something becoming increasingly familiar because of its kind of cultural products, which were omnipresent and starting to understand how this might be happening with Korea now. And certainly if you're a younger person, if you're like a 12-year-old who has Instagram and listens to music and watches Netflix and all of that, you might think, oh, this is where I want to be.
40:28Naomi Fry:Like this is something like I want to learn Korean. I want to go there to visit. The idea of kind of like a suddenly ascendant cultural primacy and wanting to be part, I think, of kind of a winning team, right? Especially, I think, because in America, everything is fucking collapsing. And you feel like it's just like we are losers now, you know, like, I mean, America is, of course, still like an incredibly powerful world power. But like everything is collapsing. And then you see this like, again, I've never been to Korea. I don't know actually what it's like to be there on the ground. But seemingly things are working.
41:10Naomi Fry:It seems orderly and clean. You know, like.
41:15Alexandra Schwartz:The government supports the arts.
41:16Naomi Fry:The government supports the arts. It's like, oh, I would like to. I'm literally amazed to hear you say this. Like, I think this is just a sign. I'm sorry to interrupt. But I'm astonished and amazed because to me it is such a sign of how well the soft power is working that you're saying that. No, of course. No, no, no, no. No, I know. I'm not like. No, no, I'm not saying you don't. I came up with this myself. with no investment from the Korean government. I'm not saying that. I'm just thinking this myself with no connection to anything. No, no, I'm not saying that. I'm not saying, no, that's not what I mean.
41:49I mean, it's just like the logical expansion that you're doing, which makes total sense about like, it seems orderly. We live in a mess and our own society is collapsing. And it's like, the former president was sentenced to life in prison last month in South Korea. I'm ventriloquizing. No, but I'm not coming at you at all. No, me like saying like, I can't believe it. I'm just saying like, they did well. They did well because when your president tries and fails to impose martial law and then goes to prison for life and we're all here jamming to BTS and being like, let's visit. I want to get bat mitzvahed again to go to Seoul, frankly.
42:26Like it's working wonders. It's working wonders. It also makes me think about like there is so much pressure on these guys. There is an enormous amount of pressure. There is national pride pressure. There's an enormous amount of economic pressure. We were just this morning, as we were prepping the show, sent this headline that the agency behind BTS, their shares have dropped because the comeback show's turnout fell short. They have a huge power that you feel the weight of this on their shoulders. And so to balance that kind of economic and cultural weight is very fascinating. And that's what I saw in the live show.
43:06I saw these guys coming out there and saying, we want to show you a new side of ourselves, but also let's check in with you. How are you doing? And that's when I saw when they had female singers singing Arirang behind them, dressed in traditional Korean clothing. There was a real national pride moment. And I sitting in New York City with no personal connection to South Korea, I'm tearing up. I'm like, oh, the culture, you know, it's like the authenticity of it, the strains of the folk ballad. And so that's just it's there's a lot. There's a lot on these guys shoulders.
43:42Alexandra Schwartz:Yeah. Wow. Am I army? I don't know. But I might be starting to be army for them. I mean, speaking of what's on the shoulders, I know that you guys were sharing a reading of K-pop demon hunters that has a lot to do with this kind of. Oh, yeah. Yeah. This fan induced pressure. Yeah, and K-pop Demon Hunters, which I watched over the weekend, turned, by the way, to look at my husband who had sort of grudgingly decided to sit for this. Man, was he enthralled.
44:09Naomi Fry:Was he really? Oh, was. I watched alone. There was refusal in my house to participate. Living and breathing it. Wow. Living and breathing it, loving it, running around singing all the songs. I'm watching him have a huge emotional reaction to this. But there's this constant underbeat, which I found very sinister in the movie, where every time this trio, this pop star trio is about to take a break, they immediately decide they want to go back to work. They just can't not work. And there are plot mechanisms for it, but the underlying thing is for the fans. We're doing it for the fans. And I'm thinking about figures like Elvis, Britney Spears, for whom that pressure, among other things, but the pressure to perform for the fans, to be someone for the fans, to also stay the same forever, I think, in both of those cases.
44:58Elvis, speaking of the army, you know, Elvis goes into the army, comes back changed, physically changes a lot. Brittany, of course, like forced into this really sexualized role as a young teen and not really allowed to grow out of it in the public eye. Like for the fans can be very, very damaging way to live your life.
45:21Naomi Fry:There's a really interesting thing happening now with Chapel Rhone. I'm sure you guys have seen where she's constantly chafing against the expectation that she will be present for her fans. Like when she's out and about, you know, like the paparazzi are taking pictures of her. She's coming out of a car on her way to a restaurant or like whatever. And she turns her camera on them and is like, don't, you know, I'm a person. I'm a person. You're like treating me like an animal. So it's a whole she's like incredibly annoying. Like she is absolutely like insufferable to me in her kind of like refusal to contend with the fact that, yeah, she is a very, very successful, very famous woman now.
46:05Naomi Fry:And people are going to notice her when she goes outside. You know, people are going to take her picture probably. You know, she's a public figure like. But, but at the same time, yes, it is a whole lot of pressure. Like it is a nightmare. Like when you are a very, very successful, famous person, you're kind of like in a fishbowl of surveillance and attention. And that has broken many over the years.
46:31Alexandra Schwartz:And the being broken is the part that is inefficient for capital. And it's interesting because, of course, you know, as we've mentioned, part of the conceit of the whole group was we're going to give our fans a lot of access through Twitter, through videos, et cetera, through all this content. And on some way, yeah, maybe it's you could imagine it as propaganda for the South Korean state. You could imagine it as a way to circumscribe an emerging adulthood as we have. But also it can be thought of as in organizing the previously messy thing that is hugely huge pop celebrity. It's saying, no, we're going to bring in the uncertainty of the pop star into our understanding.
47:16Alexandra Schwartz:We're going to present that as a product as well. And on some level, therefore, tame the last remaining big problem with this kind of star, which is they burn out. They get angry and everybody sees past the facade for various reasons. We're going to, you know, by making that part of the show, we can sort of more efficiently, tamely present this show and keep it going for longer.
47:41Naomi Fry:It's like a vaccine, right? So you inject a little bit of the poison.
47:45Alexandra Schwartz:Yeah.
47:45Naomi Fry:So it's like, oh, we're going to say like, oh, we feel stressed. Oh, we're not sure how we're going to do this. We don't want to disappoint, et cetera. But, of course, there's a whole – there must be – we're talking about people. There must be a whole other level of mess. Of course.
47:59Alexandra Schwartz:We've talked about these suicides. Yeah, exactly. Right. The suicides in the industry. And especially there was a very famous case of Jong-un, who's a man from a different K-pop group. But I'm thinking particularly of Sully and Guhara, two women who dealt with crazy misogynistic abuse, just fan abuse. So, yeah, scary stuff when reality meets these fantasy ideals. And a lot about this, like, again, going back to our beloved Alex Barish's piece about Sherman Bang, a lot of it reminded me of the news cycle that we have now around AI companions. and people like these AI companions becoming increasingly realistic, increasingly visually realistic.
48:50You can kind of FaceTime with one or chat with one. You can constantly be texting with one. And of course, the BTS stars are not that at all. They're not going to, you can't FaceTime them and sum them up. But there is enough out there that you almost can. You can go to a lot of the cultural output and kind of, even as I was prepping for the show, I was amazed at how many tabs I had open just, oh, I'm just brushing my teeth, watching the concert, and I'm putting on my clothes, and I'm watching a press conference they gave, and I'm watching the documentary. And there is an element of AI companionship, I think, by sanding down some of the rougher edges of what it means to be an individual.
49:28Alexandra Schwartz:Yeah, well, you can pay the DM musicians. I mean, I think you get an auto reply. On Weverse, right? On the app Weverse. On Weverse, right. So there's a whole app for doing this. So there's like this. It's like the final frontier, whether either the corporation or the state or whatever, the managing interest can can step into that. And this is something we've talked about all the time. Celebrities don't need to go talk to journalists anymore. They can do it by Instagram. This sort of further privatization even of this sort of mediatory, what we call parasociality, if that can be monetized and organized, it really is the final frontier of the pop star.
50:10Alexandra Schwartz:And I think this is kind of a new technology. This band is not just, you know, they're not just the exemplary form of something. They are a development of it in a way that is, yes, unnerving, but also really interesting. It's fascinating. It's fascinating. and it all just brings us back to the music.
50:32Naomi Fry:Yeah, and it's a very intimate thing to listen to someone whisper in your ear or a croon in your ear, whatever, rap in your ear.
50:38Alexandra Schwartz:I just wanna laugh. La-la-la-la-la-la-la.
50:42Naomi Fry:Swim, swim.
50:44Alexandra Schwartz:Waterfall and all of your skin. Swim, swim.
50:49Naomi Fry:I could spend a lifetime watching you. Swim, swim.
50:56Alexandra Schwartz:This has been Critics at Large. Alex Barish is our consulting editor, and Rhiannon Corby is our senior producer. Our executive producer is Stephen Valentino. Our show is mixed by Mike Kutchman, and we had engineering help today from Pran Bandy, with music by Alexis Quadrado. We'll be back in your feeds next week, and in the meantime, you can always find our episodes at newyorker.com slash critics.
51:34Hi, I'm Nicole Phelps, Global Fashion News and Features Director at Vogue and co-host of the Runthrough Podcast. Each week on the show, our listeners get an all-access pass into the world of Vogue. On Tuesdays, join me as I interview influential designers like Calvin Klein, Rachel Scott, and Simone Belotti. On Thursdays, join Chloe Mal, head of editorial content at Vogue US, and Choma Nadi, British Vogue's head of editorial content, as they explore fashion through the lens of culture with guests like Doja Cat and Margot Robbie. Listen and watch the run-through with Vogue wherever you get your podcasts and Vogue's YouTube channel.
52:16Alexandra Schwartz:I'm Vincent Cunningham. I'm Nomi Fry. I'm Alex Schwartz, and we host Critics at Large from The New Yorker. Each week, we pick a starting point. The new novel you can't stop thinking about, the movie everybody's seeing this weekend, and we kind of go galaxy-brand with it. Right, we take the ideas at the center of these things and trace them across history, across mediums, all to get to the bottom of why this particular text is important right now in politics and culture and also in your everyday life.
52:44Naomi Fry:We go highbrow, we go lowbrow, we go everything in between.
52:47Alexandra Schwartz:Food culture to meme culture. Charlie XCX to Toni Morrison.
52:52Naomi Fry:K-pop to the Kennedys. From horror movies to heated rivalry. From the Oscars to the Met Gala. The Golden Bachelor to Wuthering Heights. Great expectations to Desperate Housewives.
53:02Alexandra Schwartz:That's what we're talking about over here. We're having fun. It's Critics at Large from The New Yorker.
53:07Naomi Fry:Every Thursday, wherever you get your podcasts. Who is going to win control of Congress this November? and what is it going to mean for the final two years of Donald Trump's disruptive presidency. I'm Susan Glasser. I'm Jane Mayer. And I'm Evan Osnos. We host the Washington Roundtable on the New Yorker's Political Scene podcast. We're following what key races could tip the balance of power in Washington this fall. We're also going to go deep on the influence of dark money and tech billionaires. So join us in the run-up to the midterms in 2026. Subscribe to the Political Scene wherever you get your podcasts.
53:46Thanks for the best of all!
From the publisher
The K-pop group BTS—by many metrics, the most popular band of all time—had a meteoric ascent before its members were called away by mandatory South Korean military service. Now, nearly four years later, the group has returned with a new record, “Arirang.” On this episode of Critics at Large, Vinson Cunningham, Naomi Fry, and Alexandra Schwartz delve into the album as well as the live-streamed concert and documentary that have accompanied its release, both on Netflix. “Arirang” is being framed as a return to the group’s Korean roots, albeit one that signifies a new, more mature era for its members, who are now in their late twenties and early thirties. The hosts consider BTS’s meticulously crafted image and its relationship to its devoted followers, known as ARMY. Intense fandom is nothing new—just ask the Beatles—but K-pop stans are particularly invested in the lives (and livelihoods) of their favorite idols, even paying for the chance to message them directly. “This further privatization of what we call parasociality,” Cunningham says, “if that can be monetized and organized, it really is the final frontier of the pop star.”
Read, watch, and listen with the critics:
BTS’s “Arirang”“BTS: The Return” (2026)“KPop Demon Hunters” (2025)Justin Bieber’s “Swag”“The K-Pop King,” by Alex Barasch (The New Yorker)The music video for BTS’s “Swim”“Judy Blume: A Life,” by Mark OppenheimerThe Beatles’ “Let It Be”
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Critics at Large is a weekly discussion from The New Yorker which explores the latest trends in books, television, film, and more. Join us every Thursday as we make unexpected connections between classic texts and pop culture.
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