BTS Debuts “NORMAL” Video on Spotify for 48 Hours as ARIRANG’s 2nd Single
Updated
Updated · Billboard · Jul 17
BTS Debuts “NORMAL” Video on Spotify for 48 Hours as ARIRANG’s 2nd Single
3 articles · Updated · Billboard · Jul 17
Summary
Midnight brought BTS’ “NORMAL” video to Spotify first, with a 48-hour exclusive for Premium users in beta markets across TV, desktop, iOS and Android.
Tanu Muino directed the clip, which places all 7 members in a mansion setting and revisits the teaser campaign’s now-viral toilet lineup image.
“NORMAL” is the second single from BTS’ fifth studio album ARIRANG, and Interscope/Capitol will start promoting it to pop radio in the week of July 27.
“SWIM,” the album’s first single, hit No. 1 on the Billboard Hot 100 in April as ARIRANG topped the Billboard 200, giving BTS their seventh leader on each chart.
BTS are still touring Europe behind ARIRANG, with Paris shows next and a July 19 appearance at the first 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.