Does an hour of melting butter get you pumped up for the new BTS single?
BTS video screenshot by Amanda Kooser/CNET
South Korean superstar group BTS is on a roll with food-themed promotions. Hot on the McNuggety heels of a McDonald’s meal deal, BTS released an hour-long logo trailer video for its upcoming English-language single Butter.
Butter won’t come out until May 21, but fans are already eating up the promotion materials. The video — which shows an animated pat of butter melting for an hour — has over 12.8 million views after streaming live on Monday.
There are sounds in the background, including kitchen noises, sizzling and a rhythmic knocking. Occasionally other images — like musical notes, a pair of sunglasses, a sun symbol and hearts — pop up inside a speech balloon. There is a storyline of sorts. The logo starts square and becomes a heart.
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BTS is wildly popular globally for its upbeat pop music, but that doesn’t mean the band’s marketing team is slacking. The group tweeted a full promotion schedule on Wednesday that includes release dates and times for Butter teaser posters, clips and photos.
— BIGHIT MUSIC (@BIGHIT_MUSIC)
April 28, 2021
BTS smashed YouTube viewing records with the song Dynamite in 2020. Will the next one find similar success? You butter believe it.