LOS ANGELES, CA - AUGUST 20: General atmosphere shot at the Red Carpet Photo Op at KCON 2017 at LA Convention Center on August 20, 2017 in Los Angeles, California. (Photo by Greg Doherty/Getty Images)
For years, Beliebers stood above all other fan armies on social media. For six years straight beginning in 2011, Justin Bieber topped the likes of Taylor Swift, One Direction, Selena Gomez and more to win the Top Social Artist Award at the Billboard Music Awards, one of the two fan-voted awards at the annual show.
But 2017 marked a noted departure when a seven-member boy band from South Korea shook things up, becoming the first K-pop group to reach the top 10 of the Billboard 200 Chart. BTS and their fans -- the BTS ARMY -- deftly ended Bieber's six-year streak to win the Top Social Artist Award at the Billboard Music Awards to the tune of more than 300,000,000 votes worldwide. (Fans voted by tweeting the hashtag #BTSBBMAs.)
It isn't just BTS fans who are this passionate. The BTS ARMY is one of many K-pop fanbases who drop big bucks to take out ads in Times Square. K-pop acts take up the three top spots on Billboard's Social 50 Chart.
Data from Next Big Sound, a music data analytics company owned by Pandora that powers the Social 50, indicates that when you look at the average amount of activity per fan, K-pop fans seem to be in their own league.
Among the metrics measured at Next Big Sound is engagement performance -- in other words, how many times fans are interacting with an artist's account (via Twitter mentions, Instagram likes, etc.) compared to the number of followers that artist has. Engagement performance compares an artist's performance to other artists who have the same reach.
Graph courtesy of Next Big Sound.
Above is a general representation of how the hundreds of thousands of artists on Next Big Sound fall in engagement vs. reach. You'll see that there is a near linear relationship between followers and mentions.
Even some of the biggest fanbases -- Taylor Swift, Beyoncé and Justin Bieber -- are relatively "normal." (Normal here means they fall between the two red outer lines in the graph above.) Over the past two months, Swift averaged around 91,000 Twitter mentions per week. That is about 15,000 more than expected for an artist with her 85 million followers. Beyoncé performed better, seeing almost three times as many weekly mentions as other artists with similar reach. Bieber saw close to 390,000 mentions in the past week, while he was expected to see right under 100,000.
While Bieber and Beyoncé both significantly outperformed other artists with similar reach, there are a small number of artists who are way out of this range, who massively, epically outpace other artists in their reach neighborhood.
Looking at the 20 artists who outperform the norm most drastically, K-pop acts make up a majority, with well over half. Many of the others are boy bands from across the globe: America's Why Don't We and PRETTYMUCH, the U.K.'s New Hope Club and Latin America's CNCO.
But there are two acts, both K-pop, who leave the rest in the dust.
First is Exo, the nine-member boy band formed in 2012 who have been called by some "the kings of K-Pop." For an artist with Exo's reach on Twitter Next Big Sound would expect around 1,700 over the past two months. In the past week, they saw over 24 million, more than 14,000 times what's expected. They're followed closely by BTS, who have a Twitter audience that's about five times the size of Exo's. Over the past two months, BTS saw over 36 million mentions, nearly 4,000 times as many as Next Big Sound's expected rate. (It's no coincidence that Exo and BTS were the two fanbases who most frequently took out ads in Times Square.)
Here's a look at how much BTS and Exo over-perform compared to the other acts we've looked at.
BTS and Exo overperform on Twitter more significantly than any other artists, according to data from Next Big Sound.
LOS ANGELES, CA - AUGUST 20: General atmosphere shot at the Red Carpet Photo Op at KCON 2017 at LA Convention Center on August 20, 2017 in Los Angeles, California. (Photo by Greg Doherty/Getty Images)
For years, Beliebers stood above all other fan armies on social media. For six years straight beginning in 2011, Justin Bieber topped the likes of Taylor Swift, One Direction, Selena Gomez and more to win the Top Social Artist Award at the Billboard Music Awards, one of the two fan-voted awards at the annual show.
But 2017 marked a noted departure when a seven-member boy band from South Korea shook things up, becoming the first K-pop group to reach the top 10 of the Billboard 200 Chart. BTS and their fans -- the BTS ARMY -- deftly ended Bieber's six-year streak to win the Top Social Artist Award at the Billboard Music Awards to the tune of more than 300,000,000 votes worldwide. (Fans voted by tweeting the hashtag #BTSBBMAs.)
It isn't just BTS fans who are this passionate. The BTS ARMY is one of many K-pop fanbases who drop big bucks to take out ads in Times Square. K-pop acts take up the three top spots on Billboard's Social 50 Chart.
Data from Next Big Sound, a music data analytics company owned by Pandora that powers the Social 50, indicates that when you look at the average amount of activity per fan, K-pop fans seem to be in their own league.
Among the metrics measured at Next Big Sound is engagement performance -- in other words, how many times fans are interacting with an artist's account (via Twitter mentions, Instagram likes, etc.) compared to the number of followers that artist has. Engagement performance compares an artist's performance to other artists who have the same reach.
Graph courtesy of Next Big Sound.
Above is a general representation of how the hundreds of thousands of artists on Next Big Sound fall in engagement vs. reach. You'll see that there is a near linear relationship between followers and mentions.
Even some of the biggest fanbases -- Taylor Swift, Beyoncé and Justin Bieber -- are relatively "normal." (Normal here means they fall between the two red outer lines in the graph above.) Over the past two months, Swift averaged around 91,000 Twitter mentions per week. That is about 15,000 more than expected for an artist with her 85 million followers. Beyoncé performed better, seeing almost three times as many weekly mentions as other artists with similar reach. Bieber saw close to 390,000 mentions in the past week, while he was expected to see right under 100,000.
While Bieber and Beyoncé both significantly outperformed other artists with similar reach, there are a small number of artists who are way out of this range, who massively, epically outpace other artists in their reach neighborhood.
Looking at the 20 artists who outperform the norm most drastically, K-pop acts make up a majority, with well over half. Many of the others are boy bands from across the globe: America's Why Don't We and PRETTYMUCH, the U.K.'s New Hope Club and Latin America's CNCO.
But there are two acts, both K-pop, who leave the rest in the dust.
First is Exo, the nine-member boy band formed in 2012 who have been called by some "the kings of K-Pop." For an artist with Exo's reach on Twitter Next Big Sound would expect around 1,700 over the past two months. In the past week, they saw over 24 million, more than 14,000 times what's expected. They're followed closely by BTS, who have a Twitter audience that's about five times the size of Exo's. Over the past two months, BTS saw over 36 million mentions, nearly 4,000 times as many as Next Big Sound's expected rate. (It's no coincidence that Exo and BTS were the two fanbases who most frequently took out ads in Times Square.)
Here's a look at how much BTS and Exo over-perform compared to the other acts we've looked at.
BTS and Exo overperform on Twitter more significantly than any other artists, according to data from Next Big Sound.
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