The Mind Meld
Unpacking quirks and phenomena in the world through the lens of marketing and human behavior
How Did BTS Change The Game?
I have to start this piece with an embarrassing confession. Before 2021, I had never heard a song by the boy band BTS. Sure, I knew who they were. I had loosely followed the rising popularity of their work and of K-pop in the US. But it wasn’t until this past March that I first heard their song Dynamite in a short performance at the Grammy Awards. I was