It seems like some fans are mad why Bighit (BH) wont put English subtitle and English translated info in their official account. Its been years but this issue will be brought up again and again and again. You can agree, you can agree to disagree, you can give opinion & we can always discuss our opinion. So, this is my 2 cent.
To put it bluntly, BH & BTS are a Korean company with a full Korean member singing almost 99% of their official song in Korean. So of course they put everything in their language first. Its us foreigners (other Asian countries included) that like them, like their song. So it shouldn't be an issue for us. Want to understand and communicate with them better? Learn their language. We got a choice guys.
Going global is easy but staying global, interesting, unique & relevant is harder. Thats why i think as they keep going global, they try harder to never forget their root (korea). Global group need global support. Yes thats true. But let be real guys. If we got something & we want other ARMY to know too, we will figure out ways to share it & pass it around. Remember back then when we pass around some video like dealer?? hehe. So I dont think distribution is an issue with BTS large number of following.
Going global is easy but staying global, interesting, unique & relevant is harder. Thats why i think as they keep going global, they try harder to never forget their root (korea). Global group need global support. Yes thats true. But let be real guys. If we got something & we want other ARMY to know too, we will figure out ways to share it & pass it around. Remember back then when we pass around some video like dealer?? hehe. So I dont think distribution is an issue with BTS large number of following.
If your argument is they (BH) are the one wanting to get the general people (GP) in US support & they should provide everything in English that not it too. You see, back then even without English announcement, Eng sub video or even a full English song, they already got the attention. Being themselves, being different but relatable is what makes the GP likes them. Let it stay that way.
Or you argue that they are capable to do that, why wont they just put subtitle, its easier for other fans. Well, let me tell you something, of course they can do that. They got the cash & the people to do that but there another reason why I think they choose not to.
And I think its for the fans. Cliche, I know but hear me out.
If they already sub all their videos in English, I think half of the fandom interaction & relationship wont be needed or relevant anymore. Our fandom experience will never be the same ever again.
Let me bring you back to my early days of being in a fandom. Back then we do one thing very good which is waiting for sub. As much as we fans (early 90s-00s) hate to :
- wait for English fansub forever (Viet sub very fast one)
- search for the completed video & sub ( need to cut video to 18 parts & 4 parts still missing)
- cut, split, combine videos (we love hjsplit)
- 144 is the standard quality, 360 is a rare, 480 omg! this is sooo Hd!
- softsub vs hardsub
- need to convert video type 3 times then only can play video
- accidentally download virus instead of that crack software
The lack or non existent of sub back then make a new fan experience. We got international subber team consists of many people from different part of the world. They got different people for different job like translator, timer, encoder, type setter, uploader eh ramailah.
As most of them are from different part of the world, they need to work in different time zone before uploading the video. Thats why it takes a long time to find a hardsub video in English. Sometimes the team cant work together again, so the series/drama/video never got the full sub unless other people want to continue (so sad T_T)
Subber team usually live on forum thread. Then they go to Livejournal, blogspot to provide link. Some established team got their own website but it get harder to maintain. Remember, they are not being paid at all. They do it for their love for the idols & paid with their own time, money, sore neck and back, also expensive slow internet.
Thats why they rely on ads (click to skip ads) to continue subbing & maintain a team. Also why they get so angry & pissed off when others remove tag, credit, re-upload their hard work (understandable). And also they not afraid to just shut down everything & limit access to their known members only (who say fans are more sopan back then? they literally fist fight ok? online enemy is r.e.a.l)
It hard being a fan who cant Hangul back then, but this bring new type of fans experience. We got together from difference background, different place for one common interest, the idol. Long term online friendship blossom from the chat, forum, comment section. Getting internet connection is hard & expensive still we talk, chat, communicate with other fan from other part of the world.
Some of us also learn hangul, learn how to become setter, encoder etc and use this skill for subbing purpose. New skills acquired.
Even when we not in a subbing team, the relationship between casual fan who just download their video also exist. We are thankful for them, really. Just dont pressure them and ask nicely ok. I dont remember if we got some way to repay them back then other than ads. Now we got Patreon, Ko-fi, social media power to retweet etc.
Ok back to BH. They got all the resources to hardsub all video but not doing it because its part of the fans experience. You can see they can sub videos that you actually pay like DVD.
Secondly, this make fans anticipate their videos. Its demand & supply basic. They give video, looks funny but no sub. Fans asked translator to translate/sub faster. Fans now understand, thinks its funny, interesting & ask BH for more videos.
BH said ok, we put all video in DVD, now buy! Fans said ok! take my money. They give us a taste & we love it. They read your comment in Youtube, Twtr, IG. They ask your opinion in Google Form, they ask your info in Armypedia. Do you know how big & valuable data BH had on us fans? Then, they make exactly what we want & willing to pay.
Thirdly, it leave more room for explanation & interpretation. You can learn more about their culture, current issue, slang etc because usually subber/translator will give you translation & explanation based on context and leave some TN (translator note).
Also I believe they got some new ideas from our constant theories or even conspiracy theory. We break morse code like makan nasi lemak easy & whatever secret code they got in a day combining our international galaxy mind together. They make things up, or include our theories making its more interesting every time.
If BH just straight up give us videos, Army will be so jobless, bored out their mind and come out with interesting thread like BTS As Type of Crabs, BTS As Pencil Eraser etc. So ya, its give us something to do.
Remember this, BH know exactly what they are doing. They know where most of their fans are, how much you willing to pay for BTS or their merch. They are targeting US right know. They got preorder link, they can buy direct from US (less shipping), they can buy Walmart, Target.
They spend months there, went to many variety show, they got comeback stage there, they patent the words BTS, ARMY etc, they collab with big artist (Steve Aoki, Nicky Minaj, Chainsmoker etc), collab with well known brand ( Mattel, Line store), come up with their own cartoon character, emoji. They are serious now especially with all the media & GP attention locally and globally.
They got almost everything figure out. They already plan out a lot of things ahead of us. They wont take risky, uncalculated decision.
They got almost everything figure out. They already plan out a lot of things ahead of us. They wont take risky, uncalculated decision.
Point is;
THEY KNOW WHAT THEY ARE DOING.
They still a business entity, and remember they are going for an IPO & BTS is their main cashcow.
Sure they are not perfect here there & they can do better (preorder link not provided for days, not using IG fully etc) but please bersyukur, be grateful, leave your entitled mindset at the door. Its kpop, we supposed to have fun, chill. Its deep, but not that deep homies.
Disclaimer: I have no longer stan any entertainment company. After years being a kpop fan, I finally found my stand on being a stan/fan. Will talk about this more in my next post, probably.
As a conclusion, enjoy your stay in the kpop world, and be happy. Its ok if you understand what Jungkook is saying after 24 hours, he still loves ya.