On Friday, Aug.18, BTS posted the final reel for the ‘Love Yourself’ cinematic drama, a suspenseful series telling the personal stories of the South Korean boy band. The 13+ minute final visual is a combination of the previous three highlight reels interwoven, saturated with mystery and romance.
BTS, now an acronym holding a dual meaning (as of July 4)—the original, ’Bangtan Sonyeondan’ (or ‘Bulletproof Boy Scouts’ in English) and, with new branding, ‘Beyond the Scene’ (meaning protecting youths from prejudice). Formed by the group’s record label BigHit Entertainment, the K-pop seven-member team is comprised of Jin, Suga, J-Hope, Rap Monster, Jimin, V and Jungkook.
BTS is one of a few select K-pop groups to hit the ‘200 million views club’ for their music video, “Dope.” The 2015 release is the breakthrough song for BTS (200+ million views and two million likes) responsible for launching the K-pop idols into massive global popularity and a level of success that is unparalleled.
The “Love Yourself” campaign officially began in May when the BTS leader, Rap Monster made a profound statement, “…remember what we say: Love myself, love yourself,” from the acceptance podium as the band was receiving their award for Top Social Artist at the 2017 Billboard Music Awards.
BTS' teaser campaign kicked off on Aug. 10 via the official Twitter account for BigHit Entertainment, when a poster of Jungkook in a wheelchair was tweeted under the hashtag #loveyourself. Images of the other six members followed suit the next day when individual thought-provoking posters were tweeted, each inscribed with phrases depicting the personal insight into each member's unique thoughts on love—all adorned with the caption, “Love Yourself” written in the same font.
Utilizing the message of “Love myself, Love Yourself,” the clue-ridden movement evolved rapidly worldwide. The perpetual K-drama visuals keep passionate fans, known as Army, guessing and excited about whats next in the intriguing BTS musical comeback. It's all still a big mystery, but fans know always to be looking for hints from BTS and company.
BTS' 'Love Yourself’ concept era will continue through 2018. Enjoy the full visual reel above and stay tuned for more on BTS, and the band’s tentative September new music release, rumored to be titled, Love Yourself.