BTS Announces New Single ‘Butter,’ Becomes Louis Vuitton Brand Ambassadors
If you were hooked on the chart-topping English ‘Dynamite,’ wait till you listen to ‘Butter!’
On April 26, global superstars BTS surprised ARMY with a comeback digital single 'Butter.' The septet kept busy during the pandemic with livestreamed concerts, their Big Bang Con virtual festival, and clearly, as it turns out, they had been working on new music as well.
The boys dropped the surprise during a livestream countdown on their YouTube channel. The livestream lasted a little over an hour and featured nothing but a bright yellow animated stick of butter with BTS’ logo slowly melting into the shape of a heart.
The video also featured the sounds of a busy kitchen and a timer counting down to the announcement. After the countdown ended, the video briefly displayed the word “Butter” and the track’s release date, May 21, 2021, at 1 PM KST (9:30 AM IST) before ending.
According to a press release from BTS’ label Big Hit Music, the track is a “dance pop track brimming with the smooth yet charismatic charm of BTS." ‘Butter’ will be BTS’ second English single following ‘Dynamite,’ which they released in August 2020. The song became their first No.1 Billboard hit.
With ‘Butter’ releasing just days before the 2021 Billboard Music Awards on May 21, it is highly possible that BTS will have their debut performance of the track at the award show.
Newest Louis Vuitton Ambassadors
The singing sensations have smashed charts after charts with their singles, and now they are ready to infiltrate luxury fashion. On April 23, famed Parisian atelier Louis Vuitton named the K-pop icons their newest global ambassadors.
The announcement came three months after BTS helped garner millions of views to the house’s men’s fall 2021 digital presentation, thanks to a teaser campaign by the boy band.
By the end of January, the Douyin platform, a Chinese version of TikTok, had amassed 916,000 views of the video, nine times the amount for the fall 2020 show, while Louis Vuitton’s YouTube page recruited 200,000 followers in a day.
This is the first time the entire band is teaming up for a major designer house. The boys are no strangers to high fashion, having been outfitted in Gucci for their ‘Dynamite’ video, and styled from Dior to Saint Laurent for other performances and appearances.
The boys made a grand entrance at the Grammys last month when they showed up in custom Louis Vuitton suits. Louis Vuitton’s Men’s Artistic Director Virgil Abloh “can’t wait to share all the very exciting projects” they are working on.