BTS Breaks Spotify's 1-Day K-Pop Video Record With 'NORMAL' as 48-Hour Exclusive Debuts
Updated
Updated · Billboard · Jul 18
BTS Breaks Spotify's 1-Day K-Pop Video Record With 'NORMAL' as 48-Hour Exclusive Debuts
3 articles · Updated · Billboard · Jul 18
Summary
Spotify said BTS’s “NORMAL” became the most-streamed K-pop music video in a single day in the platform’s history after premiering July 17.
The video is available only on Spotify for its first 48 hours in beta markets, where Premium users can switch from audio to video on TV, desktop, iOS and Android.
“NORMAL,” directed by Tanu Muino, is the second single from BTS’s fifth album “ARIRANG,” following “SWIM,” which debuted at No. 1 on the Billboard Hot 100 in April.
“ARIRANG” already opened at No. 1 on the Billboard 200 and became Spotify’s most-streamed K-pop album after its March 20 release, extending BTS’s latest chart run.
BTS is now on the “ARIRANG” world tour, playing two nights at Stade de France before heading to New Jersey for the July 19 FIFA World Cup Final Halftime Show.
How did BTS leverage a bathroom photo into a successful campaign for their album about everyday life?
With the World Cup final days away, how will four music icons merge their styles for the inaugural halftime show?
BTS’s “Normal” Music Video Launch: Inside the Viral Marketing, Global Fan Impact, and the Arirang Era’s Record-Breaking Reach
Overview
BTS created major global buzz for their 'Normal' music video by launching a clever marketing campaign. They placed full-page ads in top newspapers, showing a unique urinal-themed image of the members and a fake headline about a mysterious gathering. The small print in these ads included the phrase 'whether the situation was entirely normal,' which fans quickly recognized as a reference to the new Arirang track. This direct link between the ads and the music sparked intense curiosity and excitement online, building anticipation and connecting fans to the upcoming release in a creative and engaging way.