BTS described the creative process behind their new single “Butter,” which was breaking records within minutes of its Friday debut.
BTS’ new English-language single “Butter” broke records and slid to the top of the U.S. iTunes chart all within the first two hours of its release. “Butter” became the fastest video ever on YouTube to hit 10 million views, passing the mark in just 13 minutes to break a record that BTS set last summer with “Dynamite.” Just an hour after its release, the video had racked up 19 million YouTube views, and nearly doubled that to 32.6 million within three. In just two hours, the group’s fans, collectively known as ARMY, helped the song shoot to No.1 on U.S. iTunes. Although the group has tackled heavy topics like depression and bullying, BTS explained that their new track is purposefully lighter fare at a press conference Friday in Seoul, held against a backdrop of a bright, butter-yellow digital display. “If you hear the title ‘Butter,’ you know immediately that we tried to prepare a song that’s easy listening, instead of [something with] a really heavy or profound message,” said band member Jimin. “This is a little embarrassing, but it’s something smooth like butter, that really melts into and grabs hold of you. It’s a very cute song, sort of a confession.” Asked what message the band hoped to send listeners with the new single, Jungkook spelled it out in more straightforward terms. “ ‘Butter’ is very simple,” he said. “It’s getting warmer and will get hotter, and we hope that you can spend a fun summer with BTS.” While BTS hopes the song will delight fans, the group also has its fingers crossed that the summer jam will help them make further in-roads with the industry decision-makers who hold the keys to one of their long-standing goals: Grammy gold. “Of course we want and continue to want to receive a Grammy Award,” said Suga, without sugar-coating. “ ‘Butter’ will be another try at the Grammy Award.
