BTS melts ARMY’s heart with new single, Butter

By Nisya Salsabila Putri

Playful, energetic, and cheeky are the best three words to describe BTS’ new single, Butter.

This Grammy-nominated-group’s second all-English song tries to depict the up-beat energy of summer through their heart-melting lyrics, and as the band mentioned in their recent interview with the Rolling Stones, “butter-smooth beats.”

BTS first introduced the song on 26 April, through a one-hour stream of a melting animated block of butter on their YouTube channel.

The live stream was followed by a series of promotional contents throughout late April and early May, before the official music video was released on 21 May.

Kay Sebastene, a Taylorian and an ARMY (the official name for BTS’ fans), mentioned how even the start of the music video already ‘melted’ her to the ground.

Kay said, “When they start the song by singing “smooth like butter”, I feel like it’s some sort of warning. And it was true, I melted like butter.”

Subsequent to the release, Forbes reported that Butter's music video has broken BTS’ own record with 112.9 million viewers in the first 24 hours, making it the YouTube video with the highest first-day view count.

BTS at their Butter press conference an hour after the release of their song on 21 May 2021

(Source: HYBE)

Moreover, as of 22 May, the newly-released song has topped the iTunes Top Song chart in more than 101 countries, including the United States, United Kingdom, Canada, and Germany.

Risna Dewi, another Taylorian who has been an ARMY since 2015, said that this is possible due to the group’s relentless effort and genuine love for music and their fans.

Risna mentioned how ARMY then became the reason for their success too because, “We want to give back the love to the members as well, and the least we can do is support their music,” she added.

The Billboard Music Awards, held on 23 May, became Butter’s first stage.

Along with the performance, BTS brought home 4 awards, including their fifth Top Social Artist.