In 2005, South Korean producer and songwriter Bang Si-Hyuk (aka "hitman" Bang) founded Bit Hit Entertainment. Only eight years later, he finished assembling what would come to be the label’s groundbreaking boy group, BTS. The rest is history, now chronicled in "HYBE: We Believe In Music," the first full-floor K-pop exhibit at the GRAMMY Museum, which runs through Sept. 15.
Following the success of Bit Hit’s premier act, and that of other artists under acquired labels SOURCE MUSIC and PLEDIS Entertainment, the company eventually evolved to become HYBE in 2021. "I think HYBE is very special in that they have gone beyond being just a K-pop company," says Kelsey Goelz, curator of the exhibit. "They have many different sub labels. They’ve come to America and gotten involved in the music business here, and then they’re also working in AI and gaming."
But beyond its global presence, one of K-pop’s ever-captivating elements is the sheer amount of blood, sweat, and tears that goes into making it possible, even when HYBE artists like ENHYPEN, SEVENTEEN, and LE SSERAFIM make it look easy. There’s a core humanity to this work ethic and dogged tenacity — to the level of artistry in general — that speaks to K-pop fans around the world.
While HYBE’s growth shows no signs of slowing down yet, the GRAMMY Museum exhibit takes a look back on the entertainment company’s legacy thus far. Read on for the five things we learned from the "HYBE: We Believe In Music" exhibit.
All photos Courtesy of the Recording Academy™️/photo by Rebecca Sapp, Getty Images© 2024.
In A Decade, BTS Built Themselves Into A Global Phenomenon
Let’s start with a history lesson: despite being around for almost a decade, HYBE’s story begins in earnest with the formation of one of K-pop’s breakthrough acts, BTS, in 2013. (At that point, the company was still a standalone label.) Led by rapper RM, the seven boys hopped off a yellow school bus with a bratty, adolescent attitude — and that’s where the GRAMMY Museum’s exhibit picks up.
There’s a lot that happened between then and their seven Billboard No. 1s. Luckily, a wallpapered timeline breaks down all the major global highlights: the first U.S. tour, their UNICEF campaign, a landmark performance on "Saturday Night Live," and the announcement of BTS as TIME’s 2020 Entertainer of the Year, to name just a few.
Sitting in the middle of the museum floor is a glass case of polaroids — in them, Jin, Suga, j-hope, RM, Jimin, V and Jung Kook toss up peace signs while sporting novelty hats designed to look like BTS’s lightstick. Nostalgic and deeply silly, these photos date back to 2017 and 2018, serving as a reminder of the colossal strides BTS has taken in the intervening years.
Learn more: Breaking Down Every Solo Act From BTS: Singles, Debut Albums & What's Next For The Septet
It Takes A Village To Make A K-Pop Music Video
When K-pop music videos are delivered to fans, they’re already finished products. Behind the curtain, it’s hard work to make them polished and perfect. Collected ‘fits and accessories throughout the exhibit get you up close and personal with creative details; then, to showcase the costumes in action, they’re paired with screens that play the finalized MVs.
Each customized artifact is an expression of its respective group’s individuality, from ENHYPEN’s King of Pop-inspired "Sweet Venom" ensembles to BOYNEXTDOOR’s slouchy cabbie caps. Other standouts include belts and chains from &TEAM’s angsty "Samidare," fromis_9’s opera-ready "#menow" jewels, and chunky necklaces featured in ILLIT’s runaway single "Magnetic."
Everything Comes Back To The Music
HYBE’s proffered ethos is "we believe in music" — this motto gives the special exhibit its name, while also serving as a mission statement.
In a series of recorded interviews on view in the exhibit, HYBE’s idol songwriters share their process for and perspective on making music. The main takeaway: Inspiration comes in different forms. While writing, BTS’s j-hope pictures ideas as tree branches that sprout outward, while RM sees his rap verses as a realized world to live inside.
Literally, too, their lyrics mark the passage of time. If you’ve ever wondered why Suga circles back to motifs across the years, the rapper has all the answers for you here.
There’s also a conversation with WOOZI of SEVENTEEN, one of the K-pop industry’s most prolific idol composers with more than 150 credits to his name. It’s a penchant for plain language, he says, that makes the lyrics he writes really sing; the band’s beloved B-side "Hug," for example, gets its potency from everyday words and phrases. TOMORROW X TOGETHER’s Yeonjun likewise fills visitors in on the origin story behind co-written "Maze in the Mirror," a misty reflection of their tough trainee days.
This isn’t to say they haven’t had help, of course. Nearby, clips of HYBE producers Pdogg, BUMZU, and ZICO, settled in their respective studios, walk us through how the instrumentals for songs like BTS’s "ON" and SEVENTEEN’s "Lilili Yabbay" came to be. Peruse at your leisure — for those curious about the creation of K-pop’s biggest hits, this corner of the exhibit could easily take up the better part of a trip.
Fans Make K-Pop Special
To some fans, K-pop is more than just the music. As a sincere few explain in an exhibit video, K-pop is something that has profoundly touched their lives, providing the basis for genuine friendships and community. Fans get to give a little bit of this positive energy back to their idols, particularly through online platforms like HYBE’s Weverse, where users can interact directly with artists. "I don’t think there’s another genre like K-pop that allows and enables that communication," Goetz, the curator, tells GRAMMY.com.
In true form, the GRAMMY Museum offers an interactive experience. At the exhibit’s opening event, fans posed next to their idols (digitally) in a photo booth, yelled K-pop’s national anthem into prop mics, and hit the dance floor with perfect renditions of LE SSERAFIM’s "Perfect Nights" choreography.
Before heading out, visitors could leave a mark of their own on the exhibit: after writing a message to their favorite artist via pastel Post-its and baby No. 2 pencils, fans loudly and proudly displayed them on the walls.
HYBE’s Story Is Just Getting Started
According to another timeline, the story so far has three chapters. There was the era of Big Hit Entertainment, when BTS came into the picture; then, the establishment of HYBE, with its many labels. Finally, as the U.S. and Latin America enter the fold, we’re in the end game. Representing this future is L.A.-based girl group KATSEYE, a collaboration with Geffen Records and the most recent inclusion to HYBE’s roster.
But K-pop hasn’t entirely let go of its "K" just yet, if the special guests for the exhibit’s launch were any indication. As the sun set over the GRAMMY Museum’s rooftop terrace, rookie boy group TWS kicked things off; before performing high-energy five songs back to back, the six boys charmed the audience by cutely cruising through a moderated conversation in English and Korean.
As the exhibit reveals, there’s a reason HYBE — and K-pop — went global in the first place. On top of the spectacle, their success has everything to do with the work that goes into making the effort seem effortless. Audiences root for real people, and that's what makes them keep coming back.