For years now, the global music industry suffers from slow growth and insecure revenue sources, which became even more apparent during the COVID-19 pandemic. However, the South Korean music label HYBE Corporation showed remarkable growth in recent years, growing from a small national label to a global competitor listed on the Korean stock market. This thesis analyses the marketing strategies of HYBE that made this outstanding success possible.
A case study approach was adopted to study the marketing strategies of HYBE. The sources of information were secondary data and ten personal interviews conducted with HYBE artists' fans. The analysis showed that HYBE's success could be attributed to three aligning strategies. Firstly, the company showed a novel approach to engaging with fans on social media through artist-to-fan direct communication amplified by company-produced content. Secondly, it adopted a new diversification strategy that includes content from the broader entertainment industry. Finally, HYBE ventured into technological innovation and built a one-stop solution platform for fan engagement and management.
HYBE is currently at the beginning of its global journey, but it is already clear that it will not stay within the boundaries of the music industry. Whether they can build a long-lasting market power will primarily depend on the success of their platforms and secondary if they can repeat their customer data-based artist-branding under new circumstances.

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Social Media Posts
@01Btsxarmy. (2021, May 25). You’re updating charts now too. What’s next?? Voting?? 👀 We’re so close of getting jobless 🤧. Anyways, congratulations legends!! [Tweet]. Twitter. https://twitter.com/01btsxarmy/status/1397211708117094410?s=21
@augkkive. (2019, September 26). I love when people compliment my koya keychain and whenever I see someone with bt21 merch I always compliment them [Tweet]. Twitter. https://twitter.com/augkkive/status/1176932948043620353
@BT21_. (2020, June 26). You know what we do, SPREAD LOVE. 💕 BT21 X International Vaccine Institute stickers are coming. 🎉 All [Tweet]. Twitter. https://twitter.com/BT21_/status/1276425108073009154
@BTS_twt. (2018, May 2). 절규 -진 [Tweet]. Twitter. https://twitter.com/bts_twt/status/991587420020719616?lang=en
@BTS_twt. (2021, May 25). 여러분들의 큰 성원 덕분에 있을 수 없는 일이 일어났습니다. 진심으로 감사드립니다 ㅜㅜㅜㅜㅜ 항상 감사한 마음 잊지않고 노력하겠습니다 감사하고 사랑합니다 !!! [Tweet]. Twitter. https://twitter.com/BTS_twt/status/1397178944445509642
@BTSArabFans7. (2021, May 26). تحديث جيمين على التويتر بفضل دعمكم الكبير ، تم تحقيق المستحيل. شكرا جزيلا من أعماق قلبي ㅜ ㅜㅜㅜㅜ [Tweet]. Twitter. https://twitter.com/BTSArabFans7/status/1397299791718232065
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@JiminPuertoRico. (2021, May 21). TRAD Front-facing baby chick | 25.05.2021 — #지민 @BTS_twt "Gracias a su gran apoyo, cosas imposibles suceden. [Tweet]. Twitter. https://twitter.com/JiminPuertoRico/status/1397229246758727681
@TwitterData. (2020, December 8). n a year of so much change, it’s nice to see a few things remain constant. . .. like BTS dominating the [Tweet]. Twitter. https://twitter.com/TwitterData/status/1336042649313304576