BTS’ New Video for ‘ON’ Breaks YouTube Premiere Record (Watch)

BTS have dropped their second official music video from their new album, “Map of the Soul: 7,” for the song “ON” — and within minutes of it dropping, the song became the biggest YouTube Premiere of all time, with 1.54 million concurrent viewers tuned in for the clip’s debut on YouTube Premieres.

According to the announcement, “The video symbolically depicts BTS’ vow to accept their predestined path as fate and to keep going on, no matter the obstacles. The band’s signature charisma and perfectly synchronized choreography during the video’s dance break is set to attract the attention of millions of viewers around the world. As the global superstars continue to reach new heights, the lead single ‘ON’ sees BTS reach yet a new apex as versatile musical artists on a celebrated seventh year of their career.”

“Map of the Soul: 7” sees the members of BTS continue to reveal their personal stories but with a heightened sense of self-awareness. From RM, J-Hope and Suga ridding themselves of anger from their detractors on “UGH!” to Jimin and V declaring themselves “soul mates” despite their differences on “Friends,” plus Jin’s heartfelt letter to fans on the soaring track “Moon,” and youngest member Jungkook reflecting on growing up in BTS on the euphoric “My Time,” these tracks are previously unseen sides of the member.

While they dreamed about this kind of success, BTS tell Variety they never expected to reach the level they’re at today and that led to questioning. But rather than looking outward or thinking they needed outside help, the guys trusted that continuing on the path they were already on was the right way to go. “Map of the Soul: 7” not only delivers the septet’s most personal tracks, but sees them referencing their past by rebooting and reworking the themes and ideas from early BTS songs to reflect their growth today. New single “ON” is a rework of the early BTS single “N.O,” while “We Are Bulletproof: the Eternal” acts as an extension of their 2013 single “We Are Bulletproof Pt. 2,” while album closer “Outro : Ego” samples parts of the intro from BTS’ debut album, “2 COOL 4 SKOOL.”

The group’s Suga explained the concept behind the album’s title to Variety last week.We worked together for seven years, there’s seven of us. It’s a lot more than just inspiration, this album contains our stories,” he said. “I think what was different, and what was really fun, was that more of the members participated in this album. Some of the guys who didn’t really participate as much did more and I think that was really significant.”

More from BTS:

More Biz

  • U.K. Freelancers

    U.K. Government Faces Pressure From Industry on Economic Measures for Freelancers

    The U.K. government is facing increasing pressure from the creative industries after it emerged that economic measures set out for the self-employed last week by Chancellor of the Exchequer Rishi Sunak have yawning gaps in them. The measures may have come as a welcome move for many creative industries workers, but not all are eligible [...]

  • Songwriters Hall of Fame Induction Ceremony

    Songwriters Hall of Fame Induction Ceremony Moved to 2021

    The Songwriters Hall of Fame has rescheduled their 51st Annual Induction & Awards Gala originally set for June 11, 2020 to June 10, 2021, at the Marriott Marquis New York, the organization announced today. In making the announcement, SHOF President & CEO, Linda Moran, stated, “In facing the reality of the future being unknown and the extraordinary number [...]

  • Disney Plus

    New Date Set for Disney Plus Hotstar Launch in India

    The slightly delayed India launch of streaming platform Disney Plus Hotstar is now set for Friday. The service will be available in two price tiers. Disney Plus VIP subscribers get access to the entire Marvel Cinematic Universe, Bollywood films, Hotstar originals, unlimited live sports and Star TV serials for INR 399 ($5.30) a year. For [...]

  • San-Sebastian

    San Sebastian, Zurich to Take Up SXSW, Tribeca Titles at Newly Created Film Markets

    The San Sebastian and Zurich film festivals have teamed to launch new film markets that will cater to the gaps created by the cancellation of SXSW and the postponement of Tribeca due to the coronavirus pandemic. The programming of both fall festivals will feature titles originally scheduled for spring fests SXSW and Tribeca. The markets [...]

  • Sundance Film Festival Placeholder

    Sheffield Doc/Fest Rejigs With Fall Programming, Virtual Forums in Lieu of Festival

    The Sheffield Doc/Fest pitching forums, MeetMarket and Alternate Realities Talent Market are to take place virtually in June, due to the coronavirus pandemic. The rest of the June festival is being replaced by a series of programs that will take place on weekends through the fall. The planned programming will include film screenings, talks, panels, [...]

  • China money and stock markets

    Chinese Economy Makes Surprise Rebound in March

    Economic data published Tuesday showed that China’s manufacturing and services sectors both expanded in March, following the February lockdown caused by the coronavirus outbreak. But the World Bank warned of further weakness. China’s official Purchasing Managers’ Index, published by the National Bureau of Statistics, showed a figure of 52.3 for March, a measure where 50 [...]

More From Our Brands

Access exclusive content