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BTS’ ‘NORMAL’ Music Video Sets Spotify Single-Day Streaming Record
BTS' music video for their single "NORMAL" has become the most-streamed K-pop music video in a single day in Spotify's history, the streaming platform announced on 17 July. The milestone extends the South Korean group's already extensive list of Spotify records and comes amid a busy promotional period for their fifth studio album, ARIRANG.
The wintry video, directed by Ukrainian filmmaker Tanu Muino, was released exclusively on Spotify for its first 48 hours, giving Premium subscribers in beta markets an intimate look at the seven members relaxing together in a mansion setting. "NORMAL" is the second single from ARIRANG, following "SWIM," which topped the Billboard Hot 100 in April, while the album itself debuted at number one on the Billboard 200 — both the group's seventh chart-toppers. BTS are currently on their ARIRANG world tour, playing Stade de France before heading to New Jersey to co-headline the FIFA World Cup Final Halftime Show alongside Justin Bieber, Madonna and Shakira.
In short
- BTS' "NORMAL" video breaks Spotify's single-day K-pop streaming record
- Video is exclusive to Spotify for its first 48 hours
- Comes amid ARIRANG world tour and FIFA halftime show plans
Explained simply
BTS is a seven-member South Korean group that has become one of the world's most successful music acts, known for regularly breaking records on streaming platforms and music charts. The group has built an exceptionally large global following and consistently reaches vast audiences with each new release.
Spotify is a major music streaming platform where audiences listen to and watch music videos, and the platform regularly tracks streaming metrics that indicate which artists are most popular at any given moment. These metrics have become an important way the music industry measures an artist's current commercial reach and audience engagement.
BTS regularly sets records on Spotify, with their latest achievement reflecting the vast scale of their fan base and their ability to drive massive streaming numbers. The milestone highlights both the commercial strength of the group and the significant global reach that K-pop, music from South Korea, has achieved in recent years.
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