BTS set New York, the world's economic and cultural hub, ablaze. "BTS THE CITY ARIRANG - NEW YORK" (hereinafter "The City New York") drew participation from not only global music fans but also local residents and tourists at major New York landmarks, concluding successfully.
"The City New York" took place across New York's major attractions, centered on MetLife Stadium, where BTS's concert was held, and encompassing Grand Central Terminal, Rockefeller Center, Times Square and the Korean Cultural Center in New York. It was organized so fans, tourists and residents could experience BTS's music and Korean culture throughout the city rather than just attending the concert, completing a large-scale, multifaceted cultural project enjoyed together by fans, tourists and citizens.
In particular, the Rockefeller Center observation deck Top of the Rock was newly decorated with a "The City Arirang" theme, drawing attention. Some areas of the observation deck were adorned with BTS's album logos and key visuals, and BTS's music played on site, creating an unusual scene that harmonized with the Manhattan skyline.
In the Top of the Rock's The Weather Room, a special menu inspired by "The City Arirang" was also offered. Local artists reinterpreted BTS's music through guerrilla performances including violin performances, live vocals and dance performances, further elevating the atmosphere. When BTS's "Arirang" tracks rang out against the New York skyline, visitors who stopped in their tracks responded with cheers and applause.
Vanderbilt Hall at Grand Central Terminal, through which about 750,000 people pass daily, was also lively with crowds gathered to see BTS. At the T-shirt customization experience space, not only music fans but also commuters and tourists using the terminal crowded in to complete their own T-shirts and spent special moments viewing BTS's stage costumes.
Grand Central Terminal has a deep connection with BTS. BTS performed the title track "ON" from their fourth studio album MAP OF THE SOUL : 7 here on NBC's The Tonight Show Starring Jimmy Fallon in February 2020. About six years and six months later, it was linked with BTS again in a meaningful way and was highlighted once more as a special space.
A large-scale performance with a local famous dance crew took place in Times Square. As BTS's music played, citizens and tourists quickly gathered around the dance crew, and with dance performances and random play dances, the center of New York turned into a massive festival.
Citizens naturally joined the impromptu performances. People there, regardless of nationality or age, swayed and moved to the rhythm, collectively enjoying the event and adding to the meaning of "The City New York."
A double-decker bus decorated as "The City New York," The Big Bus Tours, also toured downtown New York. On the bus, which circulated major hubs including Grand Central Terminal, Times Square and Koreatown, BTS's music played, and guides boarded to introduce New York's attractions, offering a novel urban travel experience.
At the Korean Cultural Center in New York, an "ARIRANG Theater," lightstick DIY experiences and various sponsor booths were prepared, and Bank of Hope's Manhattan branch held a "stamp rally" linked to donations. Each program was organically consolidated, creating a three-dimensional fan experience where BTS's music and Korean culture could be experienced together.
Following Seoul, Las Vegas, Busan and London, the "The City" project's expansion to New York once again demonstrated the potential of participatory content that consolidates a city's landmarks and local cultural infrastructure beyond the concert venue. BTS also reaffirmed its influence as a global mega IP that spans spaces, culture and fan experiences beyond music.
Meanwhile, according to the latest Billboard charts released on Aug. 8, BTS's fifth studio album Arirang ranked 15th on the main album chart Billboard 200, remaining a fixture for 19 consecutive weeks. On the main song chart Hot 100, "SWIM" ranked 82 and "NORMAL" ranked 89. Meanwhile, "Aliens" made a surprise reentry at 156 on the Global 200 and 94 on the Global (excluding U.S.).
[Photo] SKYLIFT at Top of the Rock, provided by HYBE
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