"They're self aware" — Fans criticize BIGHIT MUSIC for sharing an article admitting lack of promotions for BTS' Taehyung's work

On December 17, 2024, BIGHIT MUSIC faced backlash after sharing an article about BTS' Taehyung by the South Korean media outlet OSEN. While the article celebrated his track White Christmas entering Billboard's Hot 100, fans focused on a specific mention that he achieved this milestone “without any official promotions.” This led to accusations of neglect by the label, sparking widespread criticism online.

Fans expressed frustration, accusing the HYBE label of not only failing to adequately promote Taehyung's recent works but also indirectly admitting to it by sharing the aforementioned article. The idol's latest solo works that reportedly lacked proper promotions included his collaboration with the late Bing Crosby on White Christmas and his duet with Park Hyo-shin, Winter Ahead.

Despite both songs earning spots on the Billboard Hot 100—marking Taehyung’s sixth solo entry—fans argued that the lack of structured promotion hindered the tracks' full potential. An X user, @duojinkoo, wrote,

"'Without any official promotions' they're literally flexing not giving taehyung the bare minimum? at least they're self aware LMFAO this is crazy, you're so shameless @BIGHIT_MUSIC."

Others also criticized the label, questioning their approach toward the Rainy Days singer, given their awareness regarding the evident lack of promotional efforts.

"Err ..do they realise it's a vindication against them not supporting Taehyung?" an X user wrote.

"So everyone being fully aware of lack of promotion done by the company even the company knowing it too well and doing nothing," another fan commented.

"It's hard to digest all these achievemens, isn't it? Knowing that you didn't help at all," a netizen jibed.

Some pointed out that it was inappropriate for the label to "flex" an artist's achievements when they didn't support his solo career.

"It’s not a very good thing to flex your shortcomings like this but yeah he did this without any official promotion, minimum tools, very lil playlisting, messed up shipping dates, cancelled orders," a fan wrote.

"BH confirms their lake of promotions towards his releases and flexing his success despite all of the sabotage," another user said.

"They don’t even hesitate to read the article at all lmaooo, but well, at least they know and accept that they don't promote him at all and yet he is successful. his impact is truly unmatchable," an admirer commented.

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More about BTS' Taehyung and the alleged lack of promotions by HYBE in his solo works

Fans had previously criticized HYBE for allegedly continuously sabotaging Taehyung's solo works by various means. Complaints included insufficient visibility on social media platforms, delayed playlist placements, and limited marketing efforts compared to other BTS members.

For his latest track with Park Hyo-shin, Winter Ahead, fans noted a lack of teaser announcements, posters, and social media campaigns. Most promotional updates came from media outlets.

Adding to the discontent, fans criticized the delayed shipping of physical copies of White Christmas. Pre-ordered items were scheduled to arrive in January 2025—well past the holiday season. This timing further fueled allegations of the label's poor planning and neglect.

Fans have long accused HYBE of mishandling V's solo projects, citing issues like limited stock availability and minimal promotional support. Many have taken to social media, demanding fair treatment and emphasizing Taehyung’s artistry and dedication.

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As V continues his military service until mid-2025, fans expect the label to take greater responsibility in ensuring his work receives the recognition it deserves.