BTS released the music video for their new single “Butter” tonight, and as is typical for the Korean pop septet, they appear to have shattered the YouTube premiere record once again.
The hotly anticipated new music video drew at least an estimated 3.89 million concurrent viewers to its midnight EST premiere, according to the view counter at various points throughout the video. YouTube will likely release the official premiere numbers within the next few days.
It’s not difficult to see why the “Butter” premiere drew such a massive audience. In the lead-up to the premiere, BTS described the single as “a summer song that is somewhat soft and charismatic.” The video certainly lives up to that description. It opens with striking black-and-white shots of the group in suits before cutting to several other dazzling locations with soft, full-color lighting. The band members pow-wow in a gymnasium, show up to a mock press conference and bust out some nimble dance moves in an elevator that will probably be difficult to replicate in a TikTok challenge. (But that certainly won’t stop fans from trying.)
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BTS previously shattered the YouTube premiere record last summer with “Dynamite,” which drew over3 million concurrent viewers. “Dynamite” began an astonishing commercial hot streak for BTS that shows no signs of stopping. The track went on to earn the biggest 24-hour debut in YouTube history with 101.1 million views, dethroning Blackpink’s “How You Like That (86.3 million views). It also became their first of three consecutive No. 1 hits on the Billboard Hot 100 in 2020, followed by their remix of Jawsh 685 and Jason Derulo’s “Savage Love (Laxed – Siren Beat)” and their own “Life Goes On.”
“Butter” seems poised to follow in the footsteps of “Dynamite.” It’s a similarly infectious disco-pop track with a pulsating, bass-heavy beat and delectable chorus. It’s also the second BTS song behind “Dynamite” to be performed entirely in English, which vastly improves its prospects at radio. Fans will no doubt buy and stream the song en masse, and if the early reaction to the music video serves as any indication, BTS are on their way to another No. 1 and a rock-solid “Song of the Summer” contender. (Case in point: At the time of this writing, “Butter” had amassed over 13.4 million views in 24 minutes.)
“Butter” has already begun slip-sliding its way to the tops of all sorts of charts this week. How high and how long it ultimately soars is anyone’s guess, but one thing is for certain: It’s the beginning of a smooth summer for BTS.