BTS decides to launch NFTs, drawing heavy criticism from fans

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Despite fan outrage at the technology’s climate impact, BTS’s agency Hybe has announced that it will begin developing NFTs for the group.

Popular K-pop group BTS decided to develop and sell NFTs with heavy criticism from fans last week.

While no NFTs have yet been produced, the BTS fandom has previously expressed distaste for their beloved group being part of anything that goes against climate activism that boys do. have been advocating for a long time – especially since their appearance in 2018 at the United Nations General Assembly.

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Entertainment company Hybe first revealed its intention to join the NFT movement in November last year, when it announced a new partnership with South Korean crypto exchange Dunamu. According to Kim Min-jung, head of business development and strategy for NFT at Dunamu, “the carbon footprint is almost negligible.”

However, after the announcement, the group immediately drew criticism from fans, resulting in trending hashtags such as #BoycottHybeNFT and #ARMYsAgainstNFT.

Regardless, BTS’s agency Hybe has now confirmed that it will move forward with its plans, explaining that a new business model involving the combination of its intellectual property and NFTs – that’s – ie photo cards, digital trading cards featuring images of K-pop idols, and more – will pave the way for the group and their fans to express themselves.

“We believe that NFTs have the potential for expansion and hope that they will provide fans with more varied experiences and opportunities to express themselves,” HybeAmerica project manager John Kim told The Wall Street Journal.

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