While most weeks with BTS consist of breaking records, in April, we saw a series of new beginnings as the boys continue to advance further along the path of global stardom. There is no doubt that all the ARMYs around the world melt at the thought of BTS; hence, to melt us more and set new records, BTS are coming up with a new digital single titled “Butter.” The official logo teaser, which was released through a YouTube premiere, lasted for an hour. ARMYs watched a cube of butter slowly melt into a heart, followed by the official release date of “Butter.”
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With the “Butter” promotion schedule being announced along with the new concept clips and teaser poster, ARMYs are pumped and ready to once again take a new single to the top. Goals are set, coffee is brewed, and funds are allocated to break the records. The song has been described as "a dance-pop track brimming with the smooth yet charismatic charm of BTS, which will melt into the hearts of all ARMY.” The track is set to be released on May 21, 2021, at 1:00 PM (KST) and will be in English.
“Butter” – following “Dynamite,” which took over the world and brought BTS their first No.1 Billboard Hot #100 followed by their first Grammy Nomination – is the 2nd all English digital single by BTS. The fans have once again taken to social media, with excitement and predictions for the new song. Big Hit Music also dropped links to pre-order and pre-save the new track. HYBE, along with Columbia Records, have also sent a tour bus all around the USA to promote the song. Many radio hosts have already heard “Butter” and are equally pumped for its release. On the other hand, with new teasers and concept clips releasing in the wake of the initial logo trailer drop, ARMYs once again are trying to connect the dots and figure out what the word “butter” would signify.
BTS is known for their remarkable releases of their new music. They hold the record for the biggest music video premiere in YouTube history with “Dynamite” MV release on August 21, 2020. With grand reveals and music drops, BTS has been releasing Japanese singles regularly since their debut, which includes “Stay Gold” and “Your Eyes Tell.” Japanese albums have always played a significant part in BTS’s career and have been loved and appreciated by all ARMYs around the world. Following their Japanese single releases, BTS has also released Japanese albums which contain Japanese versions of the existing songs along with Japanese singles. After the release of Dynamite, another branch has been added to their musical success - showcasing that music has no language barriers. With their new all-English song releases being as successful as their other songs and through analogy between Japanese single releases and English single releases, there is a question of whether we can see an all-English album coming up or not?
As BTS progresses to take over the US music industry with new achievements worldwide everyday, can we expect more all English songs? Along with BTS, HYBE has also grown over the years – starting as an underdog firm in Korea’s pop music world, where three major talent management companies dominated K-pop, to one of the biggest entertainment corporations. HYBE has set its foot into the US market by taking over Ithaca Holdings. In aligning the two entities, the newly combined HYBE is poised to be among the biggest entertainment companies with a music focus operating on a global scale. Will there be more English single releases by the existing groups under HYBE? We don’t know yet, but what we know is that HYBE is about to take over the world with their company philosophy, “Music and Artist for Healing.”
For now, looking at BTS expanding into the USA market and releasing another all-English single: is this a sign of a third path being added to the journey of BTS' album releases, to add to their Korean and Japanese albums? This is a question that only time will answer, but till then, we will enjoy their music!
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Written by Yatri
Edited by Vera
Checked by Aury
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