23 Apr Sticky to stickier – how the BTS algorithm funnel trapped me

How I got sucked into the BTS funnel

I went from “What is BTS?” to fangirl in two months

“OK, you …. BTS? I am laughing as I type this!” smirked my Korean friend. As my first roommate in Manhattan, she has known me, well, almost all my life! Yes. We both find this incredulous. I am stumped. I don’t speak Korean. I’d rather sing-a-long to the harmonizing vocals of Simon & Garfunkel or Adele over rat-a-tat rap. So why this sudden interest in BTS?

(For the many who already know who BTS are, “Permission to ..” skip the next paragraph.)

Some of you may be saying “BTS what?” Exactly. That was me at the start of 2022. Completely oblivious to this BTS Korean-pop boyband phenomenon! Sometimes described as the Beatles of today, this musical septet – three rappers and four vocalists – are engagingly choreographed and costumed, and write music and lyrics for much of their repertoire. Their energetic dance performances leave me smiling. Every. Single. Time.

I want to understand how they create ‘“sticky” to attract me. Then to figure out the elements of “stickier” keeping me within this web. So I am now obsessed with reverse-engineering how the BTS algorithm ended up flooding my Spotify, Instagram and YouTube feeds.

Why? We should all understand how algorithms collect and use the information that is guiding our behaviours.

This is my exploration to date (playing with visuals):

Fair warning: Like Teslas, once you know about BTS you will notice them. Everywhere. They are hard to miss. (ref to E29: Outlier – Cluster – Trend). You may then ask yourself “How did they not crack my radar for trends?”

Which led me to a different kind of question that came out of a conversation with GenZ Tilt member Anna Peng. Climate is a pivotal topic in the 21st century. Yet it is not prominent on everyone’s radar. “How can they not SEE the issue of climate?”

OR, what can I learn from my BTS algorithm to make the topics of climate sticky and stickier – and an equally engaging experience? Any ideas?

COLDCALLING lyrics

My son and I would like to thank so many of you for supporting his new single “COLDCALLING”.

He got tremendous support and encouragement from across the globe after E31 Another in a long line of firsts.

As a parent, I found the lyrics particularly empowering and poignant – knowing the life decisions he has been wrestling with recently. For those who were asking for the words:

Click on the track and read along …

Playing notes so naturally, I’m in a state of flow
The energy, it heats me, I don’t freeze when cold winds blow
My compass pointed North so now I know which way to go
The path is looking clearer now, like footprints deep in snow

My passion is in fashion – it’s fast-forwarding this time
Was speeding down the highway … now I finally see the signs
My friends, they sense my aura, so they’re always down to ride
Just driving my Corolla playing please don’t kill my vibe

And I’m a singer, who’s probably going to sing again
Finally just listened, now I don’t have to pretend
And this melody projected, like writing on the wall
It’s telling me to answer, saying please just hear my call

The ring, it echoes, the moon it holds my phone
No room for distractions, leave a message at the tone
Filled with voices, but I’m feeling so alone
I didn’t say I’m lonely, I just said I’m on my own

Lyrics: de SOUZ ©

On hope

Kevin Kelly’s recent TED talk says everything that our community of Tilters is about – creating an environment of hope, inspiration and possibility so that we can …

Make. Take. Talk.

We raise awareness by sharing our thoughts with those around us. On the topic of algorithms – where do they manipulate you? Where do they serve you?

And I love hearing from you. Hit reply and share three words that stuck with you from today. And if you wish to share this newsletter with others click here.

A milestone, fellow Tilters! We now number more than 100 subscribers. Please join me in welcoming some great members: Henk, Ben, Janahan, Sarah (Mr & Mrs Smith Studios), Aditya, Megan and Anna (Habit Factory).

I look forward to what we can do together as a group to increase conversations around hope and possibility.

I am testing out a slightly different format in this edition. Please let me know if you like the changes or prefer the previous newsletter format:

• How I got sucked into the BTS funnel
• Lyrics to COLDCALLING
• On hope – the Kevin Kelly TED talk “The Future will be shaped by Optimists”
• And for your listening pleasure, a playlist of some of the songs mentioned in this edition.

Karena

Spotify playlist for E32 – BTS, de SOUZ: