South Korean superstar group BTS is on a roll with food-themed promotions. Hot on the McNuggety heels of a McDonald's meal deal, BTS released an hour-long logo trailer video for its upcoming English-language single Butter.
Butter won't come out until May 21, but fans are already eating up the promotion materials. The video -- which shows an animated pat of butter melting for an hour -- has over 12.8 million views after streaming live on Monday.
There are sounds in the background, including kitchen noises, sizzling and a rhythmic knocking. Occasionally other images -- like musical notes, a pair of sunglasses, a sun symbol and hearts -- pop up inside a speech balloon. There is a storyline of sorts. The logo starts square and becomes a heart.
BTS is wildly popular globally for its upbeat pop music, but that doesn't mean the band's marketing team is slacking. The group tweeted a full promotion schedule on Wednesday that includes release dates and times for Butter teaser posters, clips and photos.
#BTS #방탄소년단 'Butter' Promotion Schedule
— BIGHIT MUSIC (@BIGHIT_MUSIC) April 28, 2021
📆 https://t.co/45IC1Bzxbc#BTS_Butter pic.twitter.com/TD3HqOrZGu
BTS smashed YouTube viewing records with the song Dynamite in 2020. Will the next one find similar success? You butter believe it.