The Harvard University lectures on BTS

The Big Hit Entertainment‘s CEO Yoon Seok Jun attended an online conference on “Entertainment Business, Media and Sports” at Harvard University.

In response to a question about the longevity of BTS‘s success; Yoon commented

“There cannot be a second BTS because their authenticity and identity cannot be duplicated.”

[기사] 윤석준

— BIGHIT MUSIC (@BIGHIT_MUSIC)

And when someone about tjhe ARMY, Yoon said,

“They take the concept of BTS and create content to spread the group’s story to those who don’t know them.”

He gave the lecture twice, each with about 160 students, while explaining the success factors and business strategies based on the experience and expertise of Big Hit Entertainment and BTS.

However, BTS will premiere their new single “Life Goes On” along with their smash hit “Dynamite” at the 2020 American Music Awards. The awards ceremony will take place on November 22, two days after the release of “BE”.

According to information from Variety, the new album will offer more participation of the idols in the project.

“For this particular album, the septet went one step further and got involved not only in the process of making music; but also in all production: concept, composition, design, EVERYTHING. It reflects BTS’s deepest thoughts, emotions, and reflections as they worked on the album.

“