Big Hit, the HYBE Corporation, & the Rebrand

In today’s video essay from The Tiny Bug, I explain what the heck is going on with the HYBE Corporation. Big Hit is rebranding their parent company, Big Hit Labels, into the HYBE Corporation, and Big Hit Entertainment into Big Hit Music. And as part of this rebrand, they released a popular campaign film that became immortalized on Twitter due to the hashtag #IBelieveInPineapplePizza going viral. I break down the Campaign Film as well as their Brand Presentation that was released on the 18th and share my thoughts on the campaign and the rebrand as a whole.

Sources:

Music:
Doorway - Slenderbeats
Royal - Slenderbeats

[ItsTheTinyBug]

A short note about the logo animation:
I do believe they're changing it since they've changed the official logo for Big Hit music. I started work on this video 2 weeks ago before I knew this. I'm actually a little bit surprised that they're changing it; but not THAT surprised. Big Hit is a very very different company from the one they were, even just a year ago, for better or for worse (lol go watch my IPO video). I actually think it's a good idea that a new logo animation symbolically reflect that massive change. People have a lot of nostalgia tied to the old intro. The first time they use the new one (whether it's this month or a long time from now) people will be mad, they'll leave plenty of comments, there'll be some fan boycott to try to force them to change it back. And Big Hit will weather the storm with stoic poise as they always have. Because at the end of the day, who cares? People aren't going to stop being fans of Big Hit artists just because a 5 second logo animation is different. In retrospect, it's probably not a great idea to have so much emotional investment in corporate logos.

[USmaniak]

I am not a big hit fan but this was a really great marketing. Thank you for this, I wouldnt have known this without you. I also appreciate the last part about mindfulness! Thank you again~

[siboratava]

seriously, you're so underrated, your videos are awesome and illuminating

[adishreejain]

This is so so well made and totally underrated video! Thanks so much as a k-pop fan, as a designer, as someone interested/intrigued by marketing, and as a fellow person. I hope this video gets what it actually deserves, and all the best to you!

[dessertcoffeeandme]

I feel kind of sad that they’re removing the: Music and Artist for Healing :(

[shooayo]

IM IN LOVE WITH YOUR CHANNEL ISTG idk if you’ll see this comment but im seriously head over heels for everything you’ve posted😟 this video is brilliantly written and edited, genuinely content like this is so hard to come by….. PLS KEEP UP THE GOOD WORK!!!!

[apsara]

This is the content i was loking for, Thanks girl!! awesome video.

[DrAyeshaJB]

First time watching your video. Very well put and I especially liked the ending about it being a corporation and being aware of their strategies. Definitely a subscriber 💜

[hissmaparvin]

Like seriously I have read hundreds of books just to understand the theory in bts and txt's music videos and in their fictional universe (before that I could hardly read a word, I really hated reading). That is also for their marketing and now I love reading. BTW unni you are awesome 👍 your new subscriber here

[sarendipity]

Maybe with this new change now everyone won’t have to make weird family charts to explain which groups are under which label lol

Also, no amount of pineapple pizza could prepare me for the sht storm that happened when BigHit turned into the neon yellow HYBE

[sarendipity]

I know you’re not taking suggestions for videos but it would be really interesting to get your take on BTS and BlackPink marketing. I find it really cool how BigHit and YG market their groups completely opposite of each other (with BigHit continuously pushing out content so you can never forget them, and YG working on exclusivity so whenever content comes out it’s always a big deal), but both have managed to create some of the biggest groups in the world.

[پریساابراهیمی-كذ]

Your videos are great...it hurts my heart that your views and subs are low😑
💜💜💜💜💜

[mennahelaly]

Can you do a video explaining what happened between big hit and Ithaca

[Raj_saha]

Can you please please make video sm new project
KWANGYA