TV show “The Voice” released a video promoting that on the May 14 episode, BTS and the Jonas Brothers would be making a special announcement. Quickly, theories of the groups performing that very night or even a joint project spread through the fandom. With high anticipation, fans tuned in, eager for the awaited announcement! Only for the Jonas Brothers and Taylor Swift to announce their respective performances on “The Voice” season finale. Afterward, “The Voice” listed BTS as one of the other artists performing, although their stage will be pre-recorded due to their tour.
As you can expect, BTS fans were disappointed and angry at the slight. Frankly, I don’t blame them. Without any bias, to get Taylor Swift when you expect BTS is drinking an orange soda only for the taste to be grape.
Now, I’ve been a woman of many fandoms over the years. I have experienced similar disappointment. I’ve learned that reading or watching things thoroughly is key to save yourself from heartbreak like this. With that said, something feels iffy about this.
While “The Voice” never outright said “BTS and the Jonas Brothers will be appearing and performing on the show TONIGHT! We’re calling the collaboration Jo-Bro Soyeontan!!” they did say that both groups would make their announcements. Hours before the episode aired, they deleted the original promotion from their Twitter page, completely editing out BTS and changing the tagline from “Two of the of the world’s hottest bands” to “One.” The original version of the promo from their Twitter page has been deleted. Unfortunately for them, few things are truly gone from the internet. A quick search on Google or Twitter will yield both screencaps and copies of the original video.
Although “The Voice” didn’t exactly lie, the whole thing has a smell of ratings manipulation. After a great start to BTS’s world tour, it’s a big disappointment to the fans. While the fans’ anger might be a bit excessive, I can’t say it isn’t justified. Even if this was an honest mistake on the promotion team’s side, it seems like they intended to wave this away with the small consolation of the finale episode.
I’m curious if “The Voice” will own up to this or pretend this never happened. Nonetheless, they have lost some goodwill with fans.
Editor's note: Originally published on MacGMagazine June 2, 2019
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