“Netflix, I’m really disappointed. I had high expectations since they brought in a famous director, but there was no sense of immersion… How could they ruin a world-class artist’s performance like that?”
ARMYs expressed their anger. After the highly anticipated BTS episode Gwanghwamun Comeback Concert on March 21, criticism poured in around the world, with many saying the show fell short due to Netflix’s poor production and direction. Critics argue that the platform lacked a proper understanding of the essence of K-pop.
“Bring PDs to music shows”…frustration with camera work
According to global OTT ratings site FlixPatrol on March 23, BTS Return Live: ARIRANGlive-streamed on March 21, it ranked first in 77 of 89 countries in Netflix’s movies and concerts category. BTS’s fifth full-length album ARIRANG it also set a new K-pop record, selling 3.98 million copies on its first day. Despite a hiatus of 3 years and 9 months, the group’s stage performance remained as powerful as ever.
However, industry insiders and fans have offered a cooler assessment, arguing that Netflix simply used BTS’s massive intellectual property for promotional purposes, while neglecting the quality of the theatrical production itself.
Immediately after the concert, online communities and social media were flooded with criticism aimed at Netflix’s broadcast style and direction. Many compared it unfavorably to the refined production of Korean music shows, expressing strong disappointment.
Netizens commented: “The essence of K-pop lies in synchronized choreography and camera work that captures the highlights of each member, but Netflix has killed the energy with random full shots and long static shots,” “Bring in M Countdown PDs”, “Music show PDs win this round”, “The stage looked empty and the audience also looked underwhelming”, “The sound quality didn’t match the artist’s level”, “They didn’t even catch the ARMYs gathered at the town hall, they just kept emphasizing the Netflix logo”, “Subtitle disaster”, AND “There is no understanding of BTS, live performances or K-pop.” Some even went so far as to say: “BTS was used by Netflix.”
Criticism intensified as fan-recorded videos from the venue spread on platforms such as YouTube. One fan who watched the live stream said the performance initially seemed underwhelming on Netflix, but after viewing fan webcams online, he realized that the group had actually delivered an intense, high-energy performance. The fan concluded that the problem lay entirely in the production team’s inability to convey the atmosphere.
Lack of understanding of K-pop… focus on the Netflix brand
THE BTS comeback show It was reportedly directed by Hamish Hamilton, a world-renowned director known for producing major global events such as Super Bowl halftime showTHE Oscarand the Grammys. Despite his reputation, critics felt his understanding of K-pop was lacking.
An industry insider said: “K-pop is not just music, it is the pinnacle of visual art. This achievement reflects a global platform that treats it as simply another pop concert without fully understanding its nuances.” They added that the outcome could have been better if the experienced Korean production teams had been given full control.
There has also been criticism regarding the absence of pre-recording systems commonly used in Korean music broadcasts. These systems allow producers to capture performances from multiple angles and select the best footage for live broadcast, ensuring optimal quality.
Another broadcast expert pointed out that camera work is more than just documentation: it interprets the music. They noted that the concert showed little understanding of choreography, lyrics or stage movement. While there may have been logistical constraints such as copyright or location permits, the lack of coordination suggested the absence of K-pop specialists in the production process.
The set design was also carefully examined. One concert insider explained that the layout made it difficult for many audience members to see the performers, suggesting that more thoughtful staging, such as moving platforms or closer interaction, could have improved the experience. They described the concert as one-sided and lacking in consideration for the audience.
Ultimately, the BTS concert in Gwanghwamun has become a case study proving that even massive budgets and global platforms can’t replace the craftsmanship and emotional depth that define K-pop performances.
Sources: Daum
