Should companies copy Big Hit’s “healing” brand?

I don't think Not Today is specifically about "fighting against suicidal thoughts", it could be anything based on how you perceive it.

As for your question, my answer would be kinda no. It's better for them to do their own thing instead of copying what some popular group does. I mean even BTS most popular songs (Dynamite & Butter) aren't lyrically great songs either (I would say they're rather cheesy just like most pop/kpop songs are).

Not Today is about suicidal thoughts

Big Hit is not the first or only company to have groups sing about relatable topics.

And tbh I'd rather not have authenticity itself become a concept, and have a bunch of songs that are meant to be relatable first and foremost because it's profitable. Faking integrity is worse than songs with mindless fun songs, in my opinion. After a certain point, it will become obvious to people that it's nothing more than a marketing ploy anyway.

"healing music" sounds like Enya bruh

Music about healing should not be used as concepts. If the artistes themselves don’t have any sincerity towards such issues, then they should just stick to their usual styles

I agree with the users above about how singing "healing" music should not be seen as a concept of a group's brand.

This ia disrespectul towards BTS and disrespectul towards other groups who write about such topics too. Because It makes It seems like the groups themselves - not saying about the agencies' point o view - are doing It for the sake of the marketing, when a lot of them aren't and they are just using art as If should be used: as self-expression and a way to share experiences and delivery a genuine message through it.

let's not confuse themes with concepts there

Healing and mental illness shouldn't be used as a concept but is a theme that can be used, and despite companies and genuineness not being synonyms at all, those songs healed people and come from, at least some of them from the groups' members themselves, their stories and struggles. Companies being monsters of capitalism and specialist of pressuring humans shouldn't negate the artists' message, especially not when it's felt and shared

that being said, despite your nonsensical thread, I do enjoy bts and txt's lyrics and find them poetic but it does not work for every song. Some needs fun lyrics!

Wtf! BTS music is their identity, not a concept. BigHit just gave them opportunity because they saw talent in the members and BTS did what they always wanted to do with their music. Stop talking about BTS if you don't know them. Enough with this bullshit