Seoul and the heart of downtowns in New York and London were struck by a mysterious question. The outer wall of a building near Seongsu Station was covered with the phrase 'WHAT IS YOUR LOVE SONG?', catching the eyes of many. The same question appeared on large posters across Manhattan's Times Square, the East Village, SoHo and streets of Brooklyn. At London's largest train stations, Waterloo and Bridge, the sentence was broadcast on large LED screens.
The large-scale campaign that took over major cities worldwide fueled curiosity because its sponsor had not been revealed. Various guesses circulated on social media and numerous interpretations poured in about the meaning of the question.
The campaign, which had been shrouded in secrecy, was revealed to be by BTS. On the 14th, an art wall filled with roses was installed at COEX in Seoul for Valentine's Day. The red roses, symbolizing love, recalled the phrase that had appeared in each city. When citizens took all the flowers stuck to the wall, the question 'WHAT IS YOUR LOVE SONG?' and BTS's logo, which had been hidden behind the roses, were revealed. The question that had colored the world turned out to be an event related to BTS's new release.
This promotion is a global campaign planned to convey the message of the group's fifth full-length album, "ARIRANG". The new release deals with the team's identity and universal emotions such as deep love. BTS posed the question 'WHAT IS YOUR LOVE SONG?', inspired by the feeling of deep love, to the world. By recalling the "love song" each person holds, it allowed people to naturally feel the album's mood.
Big Hit Music explained the campaign's meaning, saying, "'A love song' is more than a simple love song; it is a song through which many recall their memories and gain comfort and strength. We hoped the question 'WHAT IS YOUR LOVE SONG?' would serve as an opportunity for people to recall the songs in their hearts." The campaign will continue in a new format through the 22nd. Scanning the QR code on posters placed around Seoul, New York and London will allow people to leave their own "love song" on the campaign site.
Meanwhile, BTS will release "ARIRANG" at 1 p.m. on March 20. On the following day, the 21st, they will hold 'BTS comeback live: ARIRANG' (BTS THE COMEBACK LIVE｜ARIRANG) at Gwanghwamun Square, and the performance will be streamed live on Netflix.<
[Photo] Big Hit Music
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