An interesting view on K-pop: It's not the artist that is the product, it's the fan
"I think the most important part of being a singer is the will to communicate something" - Bang Si-hyuk, founder and CEO of Big Hit Entertainment, has said about his concept of making stars. He encouraged members of his biggest project, BTS, to have personal social media accounts and to communicate freely with fans. Mark Mulligan, a music-business analyst and managing director of MIDiA Research, thinks this concept has led to a seismic change: "Big Hit monetizes fandom. In some ways, it's not even the artist that is the product; it's the fan which is the product". A great read in NPR about BTS, Big Hit, and fandom in general.