Netflix grows live event strategy with BTS comeback spectacular

[SEOUL] Netflix is turning the heart of Seoul into a global stage as K-pop megastars BTS return to performance with a livestream comeback show that is expected to draw millions of viewers worldwide as part of a new drive by the US entertainment powerhouse to show live events that can “pull people together”. 

Led by the director behind Super Bowl halftime shows, Hamish Hamilton, the production – BTS’ first show in nearly four years – centres on a symbolic arch and digital wall. It is designed to frame the 14th century Gyeongbok Palace, the seven band members and tens of thousands of fans – creating and capturing a major K-cultural moment in real time.

“The members of BTS are deeply rooted in where they come from, and this venue is at the heart of that,” Hamilton told Bloomberg News. “It is an arch, a picture frame, the beginning of a story, the closing of a chapter and the opening of a new one.”

The world’s largest streaming service has become the most influential platform for Korean content from Squid Game to KPop Demon Hunters.

Teaming up with BTS for the group’s first live event since the seven members completed their South Korean military service is part of the company’s effort to broaden viewer engagement with a focus on live events, beyond the scripted shows they’re become known for.

“This might be the biggest thing this year that we’ve seen on Netflix in terms of our live vision,” said Brandon Riegg, vice-president of non-fiction series and sports, at a briefing on the eve of the show. Netflix has been expanding live shows in Asia with a skyscraper live climbing in Taipei and an exclusive broadcasting of World Baseball Classic games in Japan.

“We view these live events as an opportunity to reach fans and members around the world in a way that is becoming increasingly tough to find: singular events that really pull people together.”

During the hour-long concert, there will be “spectacular choreographed numbers alongside moments of real intimacy” director Hamilton said. And the fans – known collectively as Army – will be one of the core characters during the live stream, he said. 

“When hundreds of thousands of people are on the ground losing themselves in the music, our job is to capture every bit of that joy,” he said.

SEE ALSO

South-east Asia emerges as ‘engine of growth’ for K-pop resale merch: Bunjang report

Central Seoul has been effectively paralysed by the show, with as many as 300,000 people expected to attend, Seoul mayor Oh Se-hoon told reporters on Thursday (Mar 19). Roads have been closed off, subways ordered to skip stops to ease overcrowding, and a massive mobilisation prepared by police and other emergency services.

Officials say the goal is to prevent the kinds of dangerous bottlenecks that can form when tens of thousands of fans arrive simultaneously. Fan gatherings and merchandise events have been spread across the surrounding districts.

“While safety is important, the Seoul city government will do its utmost to ensure this comeback concert takes place in a festive mood,” Oh said, after inspecting the area to review safety measures.

For local businesses, the concert weekend represents a rare convergence of tourism, retail and cultural spectacle. Fans have already begun gathering at BTS-themed landmarks and pop-up stores across the city, turning districts such as Gangnam and Jamsil into unofficial festival zones draped in the group’s signature purple. BLOOMBERG