‘Butter’ is BTS’s second English song after ‘Dynamite.’ There are expectations for a reenactment of global box office success.
“I’ll melt your heart as soft as butter.”
Group BTS made their comeback with a cheerful and fascinating summer song ‘Butter’ on May 21st.
BTS released their new digital single ‘Butter’ along with its music video worldwide at 1 pm (KST) on this day.
‘Butter’ is BTS’ second English song following the mega-hit song ‘Dynamite’ released last year. Music fans are highly anticipating that this new song will make another global blast.
In November last year, seven young people living during the pandemic shared the BTS’s inner story. While in Butter, it shows the members’ pop star-like charms at their peak.
‘Butter’ is a dance-pop genre, and BTS’ ‘Summer Song’ featuring the introduction’s bassline and a refreshing synth sound at the beginning. The agency Big Hit Music introduced it as “an addictive song that makes you hum while listening to it.”
Foreign songwriters and composers such as Rob Grimaldi, Stephen Kirk, Ron Perry, Jenna Andrews, Alex Bilowitz, and Sebastian Garcia participated in making a pop melody that stands out.
Unlike ‘Dynamite,’ this time, leader RM also participates in the song work and attracts attention.
The lyrics and music video with the content of ‘I will melt you softly like butter and captivate you’ express the appearance of making a hot love confession to the fandom ‘Army’ while saving the ‘cool’ aura of BTS which has become a world-class superstar.
The members go back and forth from cute villains to fascinating male appearances.
After appearing wearing a suit on the black-and-white screen in the introductory part, “smooth like butter / like a criminal undercover,” the screen changes to a red and purple stage set. Then, BTS performed a dynamic group dance.
In part, “Oh, when I look in the mirror / I’ll melt your heart in two / I got that superstar glow so,” the members showed off their charm then asked, “High like a moon, rock with me baby.”
The contrasting atmosphere such as suits and sportswear, stage and gymnasium caught the interest of fans. In the second half, the seven members’ elevator solo dance and the climax group dance under colorful lighting are also worth catching the attention of fans.
It is also noteworthy that they directly expressed their feelings for the fandom ‘Army.’
In the scene where the members make the ‘ARMY’ alphabet with their bodies, RM raps, saying, “Got ARMY right behind us.”
BTS Jin explained at the press conference that day, “There was a part where Jungkook and I made the shape of ‘A.’ But, at first, it wasn’t like an A. So, we changed our moves and put our heads together.”
The agency said, “The scene of V pressing the ‘A floor’ button in the elevator also means BTS’ love for ARMY.”
‘Butter’ is a disco-pop with universal appeal, containing many parts of the formula of ‘Dynamite.’ BTS’ previous work easily reached the North American public with its English lyrics.
‘Dynamite’ topped the Billboard main single chart ‘Hot 100′ for three weeks, further expanding BTS’ position in the pop market. Since then, the title track of the album ‘Life Goes On,’ sung in Korean, has also topped the ‘Hot 100.’
Expectations for the performance of ‘Butter’ also increases. The hosts during the press conference cheered for them. They said, “I wish you the best in the Hot 100 through Butter.’
Then, BTS Suga replied, smiling embarrassingly at the host’s comment, saying, ‘I think I should. We will make it to the top of the list.”
The music video for ‘Butter’ exceeded 10 million views on YouTube in 13 minutes after its released on this day. Also, it recorded 36 million views in 4 hours, receiving enthusiastic support from fans.
US Forbes reported that the music video for ‘Butter’ would surely break the record high. It is by recording at least 3.89 million simultaneous viewers on Youtube’s first screening. Later on, they will be releasing the official figures.
Columbia Records, the US label of BTS, recently launched a promotion to play new songs to local radio by bus. The number of radio broadcasts in the United States is considered a barometer of public recognition. Also, it is an important factor in the Hot 100 ranking.
BTS will unveil their ‘Butter’ performance for the first time. They will be performing at the American music awards ceremony ‘Billboard Music Awards’ on May 24th.
On May 26th, BTS will appear on the American CBS broadcast ‘The Late Show with Stephen Colbert’ after two years. Also, on May 28th, they will be the first performer in the summer concert series by ABC’s morning news program ‘Good Morning America.’
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