BTigers are multi-headed beasts. Formed in 2018, This 11-strong K-Pop collective It boasts a rotating cast of rappers, vocalists, writers, producers, and cinematographers. Despite the large number of personalities involved, they are a close-knit unit. In interviews, they speak neat slogans about their mission to bring Korean culture to the masses, like executives preparing to launch a new product.
But underlying that professionalism is a boisterous spirit. Debut album released last year, January Never Die, “A collection of blissfully tongue-in-cheek songs that examine daily life in Seoul, harnessing the raw edge of heavy metal with a pop sheen and peppy rapped verses. Kamehameha The video is an homage to chaotic drinking parties, and it features an office worker who loosens his ties and drinks soju, only to endure hangover hell at a meeting the next day. Perhaps the most succinct summary of the band’s ethos is: sexy nukim (feeling sexy). Featuring RM, BTS frontman and Balming His Tiger fan, the song urges listeners to ditch materialism and tap into their inner confidence.
The group has a different proposition from its more sophisticated K-pop peers, and is not interested in sophisticated choreography or major record deals. Unusually, they are independently operated. “We started in a one-bedroom apartment in Seoul,” they said. NME, “And now we’re changing the energy of the industry.” Next, they will share short science fiction films. Migration to Word, a typically quirky music video set in a variety of locations, from highways to underground bunkers to swimming pools. It is an entrance into their unrealistic but fascinating world where anyone can be the protagonist.
