BTS label Big Hit debuts at double its IPO price

The music label behind K-pop superstars BTS made its market debut in South Korea on Thursday (October 15).

After an early surge the shares soon dropped back, but still closed about 90 percent above the IPO price.

That left Big Hit with a market valuation of around 7.6 billion dollars.

It will make the seven members of BTS instant multimillionaires, with each granted shares worth over 15 million dollars at the closing price.

BTS has shattered music industry records with its massive global following, and it's Big Hit's biggest moneymaker, accounting for over 87% of their revenue in the first half of 2020.

Analysts worry that leaves Big Hit too reliant on its star act, in what is a fickle business.

But they say being tech-savvy has helped the firm weather the health crisis better than other entertainment agencies.

It's used YouTube and social media to reach out to fans since in-person concerts have been all but cancelled.

Big Hit CEO Bang Si-hyuk:

"Big Hit Entertainment have the capacity to produce world-class music and artists, but as the company that understands the fandom business the best in the entire world, we also have the ability to transform this into added value."

BTS' first paid online concert in June earned a Guinness World Record for most viewers on a livestreamed performance, with over 750,000 people tuning in.

Their label also has unprecedented control over its revenue streams thanks to in-house fandom platform, Weverse.

The service hosts BTS videos and posts from their members and also sells their merchandise.

But South Korea's mandatory military service still looms over Big Hit's future.

BTS' oldest member Jin will be required to sign up by the end of next year, with his bandmates expected to follow in the next five years.

The country's lawmakers have been considering delaying the band's service, or even exempting them altogether, as some argue they are doing plenty for their country even without a uniform.