“WHAT IS YOUR LOVE SONG?” BTS Teases New Album with Global Campaign
A mysterious question surfaced in the heart of Seoul, New York, and London. Building exteriors near Seongsu Station in Seoul were emblazoned with the phrase “WHAT IS YOUR LOVE SONG?”, captivating the attention of countless people. Giant posters bearing the same question appeared on large billboards in Times Square, Manhattan, and throughout the streets of the East Village, SoHo, and Brooklyn in New York. In London, the sentence was displayed on large LED screens at Waterloo and Bridge stations, two of the city’s largest train stations.
This large-scale campaign, blanketing major cities around the world, fueled curiosity as its organizer remained unknown. Various speculations and interpretations of the question’s meaning flooded social media.
The protagonist behind the veiled campaign was revealed to be none other than BTS. On February 14th, coinciding with Valentine’s Day, an art wall filled with roses was installed at COEX in Seoul. The red roses, symbolizing love, recalled the phrases displayed across various cities. As citizens took all the flowers from the wall, the question “WHAT IS YOUR LOVE SONG?” and the BTS logo, previously hidden behind the roses, were revealed. This global question was, in fact, an event related to BTS’s upcoming new album. #BTS #NewAlbum #LoveSong #GlobalCampaign #ARIRANG
This promotion is a global campaign designed to deliver the message of their 5th full-length album, “ARIRANG.” The new album explores the group’s identity and universal emotions like deep love. BTS posed the question “WHAT IS YOUR LOVE SONG?” to the world, drawing inspiration from the feeling of deep love. The intention was to allow listeners to naturally experience the album’s sentiment by prompting them to recall their own personal ‘love song’.
Big Hit Music, their agency, explained the campaign’s meaning: “‘Love Song’ is a song that goes beyond a simple love song; it’s a song that reminds many of their memories and gives them comfort and strength. We hope that the question ‘WHAT IS YOUR LOVE SONG?’ will be an opportunity for everyone to recall the song in their heart.” The campaign will continue in new ways until February 22nd. By scanning the QR codes on posters affixed throughout Seoul, New York, and London, individuals can leave their own ‘love song’ on the campaign website.
Meanwhile, BTS will release “ARIRANG” on March 20th at 1 PM KST. The following day, March 21st, they will hold “BTS THE COMEBACK LIVE | ARIRANG” at Gwanghwamun Square, which will be broadcast live on Netflix. #BTSTHECOMEBACKLIVE #Netflix #GwanghwamunSquare #Kpop
