BTS’ “Butter” has officially become the fastest music video in YouTube history to reach 100 million views, achieving this incredible feat in just 20 hours and 55 minutes. This record-breaking moment is yet another testament to BTS’ global popularity, their ever-growing fanbase, and the overwhelming anticipation that surrounded the release of their second all-English single. The response was immediate and massive, with fans across the globe streaming the video non-stop, leaving comments in multiple languages, and celebrating the comeback on all social media platforms.
The anticipation for “Butter” began building weeks before its release. On April 26, BTS dropped a surprise livestream on YouTube, a quirky, hour-long animation of a stick of butter slowly melting. Fans tuned in to watch, speculating what it could mean. At the end of the livestream, the title “Butter” and the release date were revealed, creating a frenzy online. The intriguing teaser was both playful and mysterious, a perfect preview of the energetic and cheeky vibe of the track to come.
As the countdown to the song’s release continued, BTS released a carefully structured promotional schedule. Concept photos, teaser clips, and music video previews were rolled out methodically, showcasing each member and building up excitement for what was to be another iconic era. The teaser content gave fans small glimpses of the song’s style, upbeat, bright, retro-pop inspired, had ARMYs all around the world eagerly marking their calendars.
When the music video for “Butter” was finally released, it did not disappoint. From the moment the video started, fans were captivated by the group’s synchronized choreography, vibrant visuals, and effortlessly cool energy. Each member brought their own unique charm to the screen, from RM’s suave rap intro to Jungkook’s smooth vocals, Jin’s confidence, SUGA’s effortless flow, J-Hope’s dance precision, Jimin’s charisma, and V’s striking screen presence. The entire production was a celebration of summer vibes and BTS’ creative evolution.
The song itself was described by BTS as a “fun and upbeat dance pop track” with a catchy bassline and memorable hooks. It was crafted to uplift and energize listeners, and it delivered exactly that. RM, the group’s leader, spoke with Apple Music and shared that “Butter” was not originally part of their plan. He explained, “We did not expect to release another single, but as the pandemic was getting longer and longer, we thought we needed another summer song.” This insight into the group’s thought process shows how deeply BTS considers the emotional needs of their fans and aims to provide comfort and joy, even during difficult times.
The instant success of the music video also highlights BTS’ unmatched influence in the digital landscape. No other artist has ever achieved such a staggering number of views in such a short amount of time. The “Butter” release had fans from all time zones participating in a coordinated effort to stream and promote the song, breaking records and setting new ones almost hourly. Within less than a day, “Butter” had not only hit 100 million views but also amassed millions of likes, trended number one in dozens of countries, and topped global charts.
Social media platforms exploded with reactions, hashtags, and celebration posts. #BTS_Butter, #SmoothLikeButter, #BTS, and the members’ names were all trending worldwide. Fans posted screenshots of their favorite moments, praised the styling and visuals, and shared their excitement about future performances. The group’s commitment to perfection in both music and visuals was recognized and appreciated by not only ARMYs but music critics and casual viewers alike.
This new achievement adds to BTS’ long list of groundbreaking milestones. They have continuously proven themselves to be pioneers in the global music scene, breaking cultural, linguistic, and industry barriers. From topping the Billboard Hot 100 chart multiple times to earning Grammy nominations, BTS has become a symbol of excellence and dedication.
In terms of production, “Butter” was a collaborative project involving some of the most respected names in the music industry. The song’s infectious rhythm, sleek lyrics, and high-energy performance made it a perfect contender for summer anthems, and BTS brought it to life with their trademark style. The group also announced that they would perform “Butter” for the very first time at the Billboard Music Awards (BBMAs) on May 23, just two days after the single’s release, giving fans even more to look forward to.
“Butter” is not just a song; it is an experience crafted to bring joy, confidence, and a bit of sass to anyone who listens. Its success on YouTube is only a reflection of how powerful that experience has been for fans across the globe. Hitting 100 million views in under 21 hours is a record that speaks not only to BTS’ influence but also to the bond between the group and ARMY. Every stream, like, share, and comment is an act of celebration and support.
The fact that BTS continues to break their own records shows that their momentum is far from slowing down. “Butter” is already cementing its place as another iconic era in the group’s history, adding to the legacy that BTS continues to build, one bold step at a time. As the world continues to face challenges, BTS brings with them a powerful message through music, that even in difficult times, we can find joy, dance to the beat, and shine together.
BTS then went on to release a “Butter” schedule which included, the first group teaser photo, teaser poster, concept clips, pairings teaser photos, and finally the last individual teaser photos. They released the “Butter” teaser music video that has already garnered over 50 million views on Youtube.
On 21st May BTS released the official music video for “Butter” which hit the ground running breaking records on YouTube, iTunes worldwide among other streaming sites.
The premier of “Butter” MV garnered over 3.89 million concurrent viewers on YouTube, surpassing “Dynamite’s” record of 3 million concurrent viewers on the platform. The “Butter” music video surpassed 10 million views in just thirteen minutes showing how much the world was enjoying listening to the summer song that’s bright, cheery and visually appealing.
Most viewed MV in the first 24 hours in YouTube history!
1. Butter 102.6M (NEW)**
2. Dynamite 101.1M
5. Boy With Luv 74.6M
9. ON (Kinetic Manifesto) 46.5M
10. IDOL 45.9M
11. ON 43.8M
** still counting (Butter)
The music video is inspired by 1980s, retro vibes. It starts off in black and white and we see a scene where the members are taking mugshots holding placards that have their birthdays written on them together with significant dates and figures that we will soon find out what they stand for or mean.
The video turns into color and we see them singing, rapping and dancing together on stage and in a gym, or alone in the elevator during the dance break. The freestyle steps of these solo sequences were conceived and improvised by the members directly on set.
“Butter” Lyrics and music by Jenna Andrews, Rob Grimaldi, Stephen Kirk, RM, Alex Bilowtiz, Sebastian Garcia and Ron Perry. “Butter” will have its first live performance on May 23, 2021 at the Billboard Music Awards where BTS have been nominated in four categories.
**The official numbers will be confirmed by YouTube in a couple of days, but it is safe to say that we still have 3 more hours until the 24 hour cut off mark so the numbers may not change that much and even if they do, the 100 million views mark has been surpassed.
CONGRATULATIONS BTS!!
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