Narrativa transmedia como estrategia de marketing del grupo surcoreano BTS a partir del album Map Of The Soul:7 (2020)

Abstract

Transmedia storytelling in the music industry has become a key strategy for engaging audiences across multiple platforms. This study analyzes how the South Korean group BTS implements this strategy as a form of marketing, focusing on the release of the album Map of the Soul: 7 (2020). Based on the theoretical frameworks of Carlos Alberto Scolari and Henry Jenkins, the research examines how content expands beyond music, creating a narrative universe in which fans actively participate in the construction of meaning.