The Business Behind One Direction, BTS & The World’s Biggest Boy Bands | Billboard On The Record

Boy bands are a fascinating aspect of the music industry, shaped by the evolution of fandom and business strategies. On this episode of Billboard On The Record, Jason Lipshutz, co-chief content officer at Billboard, joins host Kristin Robinson to discuss his book A Whole Lotta History: One Direction and the Music That Defined a Generation. They delve into the formation of boy bands, the rise of One Direction, and the future of this musical genre.

Lipshutz breaks down the concept of a modern boy band, referencing the marketing tactics used by New Kids on the Block, such as collectibles, action figures, and posters. He highlights the ephemeral nature of boy bands, explaining that fans who were once deeply invested in them by the age of 13 may not be as enthusiastic by the time they reach 17. This, however, has been considered impressive by BTS, who continue to maintain their popularity despite the typical 20-year trend cycle for boy bands.

The duo also explores the contrast between boy bands and the authenticity expected from contemporary artists. Lipshutz emphasizes the contrived, youthful nature of these groups, which can leave them particularly vulnerable to exploitation. In a time when fans demand genuine artistry, boy bands, with their initial contrivance, face unique challenges.

Lipshutz and Robinson discuss the history of boy bands, from The Beatles, New Kids on the Block, Boyz II Men, NSYNC, One Direction, to the present-day K-pop juggernauts like BTS. They emphasize how boy bands are often plucked from obscurity by savvy music industry executives, thrust into an unprecedented level of fame through provided songs, dance moves, and new outfits.

Despite their ephemeral nature, Lipshutz maintains that boy bands have a significant place in the music industry, with their eventual return during nostalgia trends.