BTS的粉丝们投资于他们最喜欢的韩国流行乐队

2020-10-14 07:32

The BTS fans investing in their favourite K-pop band DPE世界播

BTS的粉丝们投资于他们最喜欢的韩国流行乐队。DPE世界播


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I want to show my heart by owning a share in BTS, says Rei DPE世界播

我想通过持有BTS的股份来展示我的心,Rei说DPE世界播


Rei is a former teacher and a 44-year-old stay-at-home mother. She's a huge fan of BTS, the seven member boy band that has become the face of K-pop. She has travelled overseas to see them in concert. And she is even a member of ARMY, the official BTS fan club. DPE世界播

REI以前是一名教师,今年44岁,是一名全职母亲。她是七人男孩乐队BTS的铁杆粉丝,这支乐队已经成为韩国流行音乐的代言人。她到国外去看他们的演唱会。她甚至是官方BTS粉丝俱乐部军队的成员。DPE世界播


She is also one of many fans who plan to take a financial stake in BTS, when the group's agency Big Hit Entertainment officially goes public on 15 October. It'll just be one share, and it's less about making an investment than for a sense of belonging and feeling closer to the band. DPE世界播

当BTS的经纪公司Big Hit Entertainment于10月15日正式上市时,她也是众多计划入股BTS的粉丝之一。这只是一份股份,与其说是为了投资,不如说是为了一种归属感和与乐队更亲近的感觉。DPE世界播


"Definitely I am not selling once I get one. This is for eternity. I want to show my heart by having that one stock," she says. DPE世界播

她表示:“一旦我得到一只股票,我肯定不会卖。这是永恒的。我想通过持有这一只股票来展示我的心。”DPE世界播


When Big Hit makes its debut on Korea's stock exchange, it will be one of the country's most anticipated Initial Public Offerings (IPOs) of the year. Both investors and fans will be chasing a piece of K-Pop's hottest and most profitable group. And it is a rare example of pop fandom turning into participatory capitalism. DPE世界播

当Big Hit在韩国证券交易所首次亮相时,它将是该国今年最受期待的首次公开募股(IPO)之一。投资者和歌迷都将追逐韩国流行音乐最热门、最赚钱的一部分。这也是流行歌迷转变为参与式资本主义的罕见例子。DPE世界播


'You can share every moment' DPE世界播

“你可以分享每一刻”DPE世界播


BTS are not the only K-Pop band with precision choreography, slick videos and a seemingly inexhaustible supply of pop earworms. But they have a rare knack for connecting with fans. DPE世界播

BTS并不是唯一一支编排精准、视频流畅、流行耳虫供应似乎取之不尽的K-Pop乐队。但他们有一种罕见的与粉丝联系的诀窍。DPE世界播


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Prof Kim Young-mi painting BTS: "Disco is my generation," she says DPE世界播

金英美教授画BTS:“迪斯科是我这一代人,”她说DPE世界播


While some might dismiss the fresh-faced boy band as the stuff of teenage girls, their older fans beg to differ. Kim Young-mi is a 59-year-old professor who teaches painting, and even commits an occasional BTS scene to canvas. She loves their recent single Dynamite, an upbeat, disco-laced track. DPE世界播

虽然有些人可能会对这个新面孔的男孩乐队不屑一顾,认为它是十几岁女孩的东西,但他们的老歌迷们却不敢苟同。金英美(Kim Young-mi,音译)是一名59岁的教授,他教绘画,甚至偶尔会用BTS场景来画布。她喜欢他们最近的单曲“炸药”(Dynamite),这是一首乐观的、迪斯科花边的曲目。DPE世界播


"Oh how much I enjoyed Dynamite. The disco! Disco is my generation! BTS is a magician bringing time back and forth," she says. She would like to buy shares too, but is not sure she can afford it. DPE世界播

“哦,我是多么喜欢”炸药“。迪斯科!迪斯科是我这一代人!BTS是一个魔术师,让时间来回穿梭,”她说。她也想买股票,但不确定自己是否买得起。DPE世界播


Above all, she loves their willingness to engage with fans: "BTS endlessly communicate with their fans at every corner of this world, small tiny quotidian details of their daily life, their creative process, their achievements. You can share every moment with them." DPE世界播

最重要的是,她喜欢他们愿意与粉丝打交道:“BTS与他们在这个世界每个角落的粉丝进行无休止的交流,他们日常生活的小细节,他们的创作过程,他们的成就,你可以与他们分享每一刻。”DPE世界播


This ability to connect might be their greatest asset, says Prof Suk-Young Kim, director of the Centre for Performance Studies at UCLA, and author of a book on K-Pop: "K-Pop idols are very good at making their fans feel like they know you. DPE世界播

这种联系能力可能是他们最大的资产,加州大学洛杉矶分校(UCLA)表演研究中心主任、著有一本关于韩国流行音乐的书的金淑英(Suk-Young Kim)教授表示:“韩国流行偶像非常善于让粉丝感觉他们了解你。DPE世界播


"More broad fan feedback is immediately reflected upon their performance, starting from fashion choices to what they say on stage. So in a way they listen to fans, they reflect it in their performance, and there's that thrill of this exchange." DPE世界播

“更广泛的粉丝反馈会立即反映在他们的表演上,从时尚选择到他们在舞台上说的话。所以在某种程度上,他们倾听粉丝的意见,他们在表演中也反映了这一点,这种交流让人兴奋不已。”DPE世界播


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BTS fans at a concert in New York. The group have a sizeable US fan base DPE世界播

BTS歌迷在纽约的一场演唱会上。这个团体在美国有相当大的粉丝基础DPE世界播


For fans who are already this emotionally invested, perhaps the thought of investing monetarily doesn't seem like a huge leap. DPE世界播

对于那些已经如此投入情感的粉丝来说,也许金钱投资的想法似乎并不是一个巨大的飞跃。DPE世界播


Does it translate? DPE世界播

它能翻译吗?DPE世界播


Korean investors will be the first to be able to buy into Big Hit. But US fans are interested too. And given BTS's current popularity, it's not hard to see why. Topping the US charts is a rare feat for any group that mostly doesn't sing in English. Only 20 predominantly non-English tracks have ever cracked the top ten in its 60-year history. DPE世界播

韩国投资者将是第一批能够买入Big Hit的投资者。但美国球迷也很感兴趣。考虑到BTS目前的受欢迎程度,不难看出其中的原因。对于大多数不用英语演唱的乐队来说,登上美国排行榜榜首是一项罕见的壮举。在其60年的历史中,只有20首以非英语为主的曲目跻身前十名。DPE世界播


Three of them are BTS tracks, and now they've finally had a number one single (although it was sung in English). US fans have responded in droves to BTS's infectious, danceable pop - and to their willingness to engage seriously about issues affecting their fans. DPE世界播

其中三首是BTS曲目,现在他们终于有了一首排名第一的单曲(尽管这首歌是用英语演唱的)。美国歌迷们对BTS富有感染力的、可以跳舞的流行音乐做出了成群结队的回应,并表示他们愿意认真参与影响粉丝的问题。DPE世界播


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BTS are a global K-pop phenomenon, and their record company is valued at over $4bn DPE世界播

BTS是一种全球性的韩国流行音乐现象,他们的唱片公司估值超过40亿美元DPE世界播


"BTS always emphasizes the importance of kindness and compassion and talk about many of the same experiences, fears, and dreams that we all experience at some point in our life. This brings so many fans, like myself, a sense of comfort and belonging," says Michelle Gutierrez, a 26 year-old graduate student from Texas, who is hoping to invest when shares becomes available in the US. DPE世界播

来自德克萨斯州的26岁研究生米歇尔·古铁雷斯(Michelle Gutierrez)表示:“BTS总是强调善良和同情心的重要性,谈论我们在生活中的某个时候都经历过的许多相同的经历、恐惧和梦想。这带来了如此多的粉丝,像我一样,有一种舒适感和归属感。”米歇尔·古铁雷斯(Michelle Gutierrez)是一名来自德克萨斯州的26岁研究生,她希望在美国上市时进行投资。DPE世界播


Big Hit's listing has seen keen interest from investors. About 20% of its shares have been offered to investors, raising $822m - and valuing the company at over $4bn. Big Hit's chief executive Bang Si-hyuk, who owns 43% of the company, is set to become an instant billionaire. DPE世界播

Big Hit的上市引起了投资者的浓厚兴趣。大约20%的股份已经提供给投资者,筹集了8.22亿美元-公司估值超过40亿美元。Big Hit的首席执行长邦思赫(Bang Si-hyuk)拥有该公司43%的股份,他将立即成为亿万富翁。DPE世界播


The seven BTS members will receive 68,385 shares each, making them all very wealthy, although they already make lots of money. According to Forbes, they earned $50m last year, with their road show grossing $170m. DPE世界播

七名BTS成员每人将获得68,385股,使他们都非常富有,尽管他们已经赚了很多钱。根据福布斯的数据,他们去年赚了5000万美元,他们的路演总收入为1.7亿美元。DPE世界播


But by some measures, their contribution to South Korea's economy far bigger. One recent study by the tourism ministry and a government tourism institute calculated that their single Dynamite would generate a staggering $2.4bn in economic activity and nearly 8,000 new jobs - coming not just from direct sales but from sales of cosmetics as well as food and drinks. DPE世界播

但从某些方面来看,他们对韩国经济的贡献要大得多。旅游部和一家政府旅游机构最近的一项研究计算出,他们的单一炸药将带来惊人的24亿美元的经济活动和近8000个新的就业机会-不仅来自直销,还来自化妆品以及食品和饮料的销售。DPE世界播


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It's been estimated that BTS's single Dynamite generated $2.4bn for the South Korean economy DPE世界播

据估计,BTS的单曲Dynamite为韩国经济带来了24亿美元的收入DPE世界播


The appeal for investors is simple: BTS are a global pop music juggernaut, and they're likely to deliver returns. Dynamite was so popular that it was the first ever video to clock up 100 million YouTube views within 24 hours. Album sales are strong, even in the age of digital streaming. Live shows sell out in minutes, and BTS have amassed a huge number of brand partnerships, ranging from cars to cosmetics. DPE世界播

对投资者的吸引力很简单:BTS是全球流行音乐巨头,它们很可能带来回报。Demonite非常受欢迎,它是有史以来第一个在YouTube上的点击量在24小时内突破1亿次的视频。即使在数字流媒体时代,专辑销售也很强劲。现场演出几分钟内就销售一空,BTS已经积累了大量的品牌合作伙伴关系,从汽车到化妆品。DPE世界播


It's rare, however, that fans have an opportunity to buy into a specific musical act. David Bowie issued "Bowie Bonds" in 1997, which gave investors a cut of the royalties from his catalogue. But even then, they were snapped up for $55m by Prudential Financial rather than being offered to ordinary fans. DPE世界播

然而,歌迷们有机会购买一种特定的音乐表演的情况很少见。大卫·鲍伊(David Bowie)在1997年发行了“鲍伊债券”(Bowie Bonds),让投资者从他的目录中分得一杯羹。但即使在那时,他们也被保诚金融以5500万美元的价格抢购一空,而不是提供给普通球迷。DPE世界播


That's given some fans pause. At 23, Tina Lamoreux is a veteran of K-Pop fandom. She's listened since 2012, before BTS had even formed and when fans in her home state of Oklahoma "were usually outcasts or considered weird". Even though K-Pop is now hugely popular, she worries that the sometimes fickle nature of fame might make for a risky investment. DPE世界播

这让一些粉丝停顿了一下。23岁的蒂娜·拉莫鲁克斯(Tina Lamoreux)是韩国流行乐迷的老将。她从2012年就开始听了,当时她的家乡俄克拉何马州的粉丝“通常被遗弃或被认为是怪异的”,那时BTS甚至还没有成立。尽管韩国流行音乐现在非常受欢迎,但她担心,有时变化无常的名气可能会导致一项高风险的投资。DPE世界播


"Especially in the music industry artists can lose fame and get 'cancelled' so easily that I would feel it would be a risk," she says. DPE世界播

她说:“特别是在音乐行业,艺术家很容易就会失去名气,被‘取消’,我会觉得这是一种风险。”DPE世界播


Others disagree. MIRAE Asset Daewoo analyst Park Jeong-yeob says the group has shown staying power in the US market. DPE世界播

其他人则不同意。未来资产大宇(Mirae Asset Daewoo)分析师Park Jeong-yeob表示,该集团在美国市场表现出了持久力。DPE世界播


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BTS band members will soon be liable for military service, but many fans say that won't affect their support for the group DPE世界播

BTS乐队成员将很快承担服兵役的责任,但许多歌迷表示,这不会影响他们对乐队的支持DPE世界播


"Unlike past instances where Korean songs were propelled to success by short-term buzz, BTS's achievement is based on the long-term development of a global fan base." DPE世界播

与过去韩国歌曲靠短期热议而取得成功的情况不同,BTS的成就是建立在全球粉丝基础的长期发展基础上的。“。DPE世界播


True ARMYs DPE世界播

真正的军队。DPE世界播


But this also poses a dilemma, because there is some doubt about the future of BTS. By law, all able-bodied Korean men aged between 18 and 28 must serve in the country's military for 20 months. DPE世界播

但这也让人进退两难,因为BTS的未来存在一些疑问。根据法律,所有年龄在18岁到28岁之间的身体健全的韩国男性都必须在国家军队服役20个月。DPE世界播


All seven members will be required to sign up within the next few years. Finding a way to split up their military service might not be helpful either. DPE世界播

所有七个成员都将被要求在未来几年内签约。找到一种方法来划分他们的兵役可能也没有什么帮助。DPE世界播


"BTS is not BTS if it loses one. Seven should remain intact together," Rei says, who nevertheless thinks BTS should not be exempt. DPE世界播

“如果失去一个,BTS就不是BTS。七个应该一起保持完好,”Rei说,他仍然认为BTS不应该被豁免。DPE世界播


But Prof Suk-Young Kim says the IPO could help Big Hit diversify its portfolio. And in fact, over the last 18 months the company has bought two other labels. Some fans, though, think that a brief hiatus won't dampen enthusiasm for BTS anyway. DPE世界播

但金淑英教授表示,此次IPO可能有助于Big Hit实现投资组合多元化。事实上,在过去的18个月里,该公司还收购了另外两个品牌。然而,一些粉丝认为,无论如何,短暂的中断不会挫伤人们对BTS的热情。DPE世界播


"True ARMYs like me will never forget BTS just because they don't show for couple years," says Rei. DPE世界播

“像我这样的真正的军队永远不会忘记BTS,因为他们有几年没有出现了,”Rei说。DPE世界播

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