Bangtan Boys, BTS who recently earned global acclaim with their last mini-album “Love Yourself: Her” are following it up for a good cause. In concert with UNICEF, they have released a video and launched a website for a campaign to end violence among teens called “Love Myself.”
The video, with its hopeful message features smiling youth from all over the world, interspersed by stage performances of BTS. It ends with the shot of the 7 member boy group in stage at the 2017 Billboard Music award, with group leader Rapmon saying “… love myself, Love yourself.”
The message is important for many kpop fans, from this particular group, given how much controversy and high emotions have arisen from seemingly trivial matters related to them. An example was when Rapmon made an insensitive remark about the dark skin tone of one of his members, during their TRB global tour in 2015. It highlighted the rampart colorism in the kpop world, and led to death threats on him, and shows truncated.
The Love Myself video also ends with a link to website where fans can participate in the campaign. The website, Love-Yourself.org, also lists the campaign’s altruistic goals, including:
1.Donations worth KRW 500 million from Big Hit Entertainment and the seven BTS members
2.Donations of 3% of the income from the sales of physical albums of the Love Yourself series
3.Donations of 100% of the income from the sales of official goods for the LOVE MYSELF campaign
UNICEF, the partner organization for the campaign, stands for United Nations Children’s Fund. It is a United Nations (UN) program that provides humanitarian and developmental assistance to children and mothers around the world.
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