JAKARTA: Fans of the world's biggest K-pop band, BTS, are demanding the divestment of the group's record label from entities linked to Israel, harnessing fandom's capacity for social justice activism to support Palestine.
BTS, also known as Bangtan Sonyeondan, or “Bulletproof Boy Scouts”, is the seven-member K-pop group that has become one of the music industry's most profitable franchises since its debut in 2013. Millions of BTS fans around the world are collectively known as ARMY.
The massive fandom has gained its own popularity over the years, becoming known for its online activism and making global headlines as members raise millions of dollars for charity and organize viral social media campaigns.
Some of those fans are now part of a group called ARMY for Palestine and have coordinated efforts against the band's label, Hybe Corporation, calling on the company to cut ties with Scooter Braun, the CEO of the label's American subsidiary, for his support of Israel.
“We have our ongoing divestment campaign for Hybe, demanding that Hybe divest from Zionist companies and collaborators, including Hybe America CEO Scooter Braun,” Lila, a Palestinian member of the group, told Arab News.
At X, Lila and her friends have promoted the #HybeDivestFromZionism campaign, which not only calls for Braun to be fired, but also calls on fans to stop buying albums and merchandise and streaming music from artists signed to the label.
ARMY for Palestine took its campaign to the streets of Seoul in March, when members sent an electronic billboard detailing their demands to Hybe's headquarters in the South Korean capital.
“As an ARMY, it's important because that's exactly what we've always argued this fandom stands for … ARMY is known to be very involved in fandom activism,” Lila said.
“We were hoping to use that empathy, advocacy, loudness, progressiveness and organizing skills that we've been known for over the last decade… there are so many Palestinian armies.
“We have lost so many members of this society to the brutal war crimes of the occupation. So many armies are in Gaza and experiencing a genocide.”
Israel's ground and air strikes over the past nine months have killed more than 39,000 Palestinian citizens in Gaza, according to official estimates, although a study published in the journal Lancet last month estimated the actual death toll could exceed 186,000.
Some BTS fans started talking about Israel's war on Gaza last November, when a clip showing photographs of the band members being pulled from the rubble of the enclave went viral online. ARMY for Palestine was launched around the same time.
The group is run by Palestinian members of the BTS fandom – some of whom are based in the US and Europe – and people from other countries including India, Pakistan and Malaysia.
Deeja, another Palestinian member of the group, said that being an ARMY member means reflecting “the values of BTS in being socially aware” and caring about other people.
“However, it's important to us that the ARMY sees our humanity as Palestinians, so we think that's why it's so important for us to be in this space as both Palestinians and the ARMY – to really be ourselves as an advocate for our people in this space.” she told Arab News.
“Honestly, we just want people to care — to care about Palestinians and to see Palestinians … start listening to Palestinians and our voices. The most important tool to continue fighting oppression is community. Anything is possible if you have a community of like-minded people behind you.”
Although ARMY for Palestine is encouraged by the support it has received from the international community, its members have also suffered “backlash and harassment” from the BTS fandom since last year.
“There's a divide … it's definitely something that's been disappointing – and quite scary to see people who were in community with us dehumanize us just because we're Palestinians asking people to help us,” the group member said Zuzu to Arab News.
“Despite the setback, we've still built a small, beautiful community of empathetic, caring ARMYs who are willing to organize, use their voices for oppressed people, and push for change. Our movement continues to grow … we will continue to be loud .”
For Casey, an Indonesian ARMY member based in Bogor, West Java, speaking up for Palestine is part of what it means to be a BTS fan, even though members of the K-pop group themselves have yet to speak out about the violence in Gaza.
“BTS is the biggest K-pop idol group and ARMY is the biggest fandom. Voices from idols and their fans can be influential,” Casey told Arab News.
“BTS and ARMY voices are greatly needed to educate and raise awareness about the genocide going on in Palestine.”
