BTS has returned with its fifth studio album, "Arirang (ARIRANG)." It is the first full-group album in about four years with all seven members participating after completing their military service.
At 1 p.m. on the 20th, BTS released the new album and unveiled the music video for the title track "Swim (SWIM)." The music video was filmed against the backdrop of the sea in Lisbon, Portugal, and used a real large vessel and intricate sets to deliver a grand scale and high production quality.
◇ BTS back as a full group after 4 years, "a more mature change"
The music video opens on a massive ship sailing an endless sea. A woman in the video experiences frustration and confusion amid turbulence. The BTS members appear as guides, taking the helm and raising the anchor to show direction.
The seven members stay by the woman's side in their own ways, offering steadfast support. In the end, the woman breaks free from the necklace that had bound her and smiles brightly. The video sensuously captures the excitement, tension, and challenge of a new journey ahead.
☞https://www.youtube.com/watch?v=b4iVv91Z6lY
Hollywood actor Lili Reinhart appears in the project, delivering a nuanced emotional performance. Global director Tanu Muino led the direction, creating film-like mise-en-scène.
Through HYBE Big Hit Music, the BTS members said, "You can see a subtly more grown-up BTS," pointing to a key viewing note. They also noted that, because there is a story in the video, it would be nice if viewers immersed themselves as if watching a movie.
They also shared behind-the-scenes stories related to the weather. The members said, "Unfortunately, there wasn't a single day of good weather. There's a scene we shot in the rain, and we were actually happy because it turned out pretty."
The fifth studio album "Arirang" embodies BTS's identity and universal emotions that anyone can relate to. HYBE Chair Bang Si-hyuk served as executive producer, enhancing the album's musical completeness. The title track "Swim" is an alternative pop song that sings of pressing forward without stopping amid life's waves. The resolve to swim at one's own pace is expressed as "love for life."
◇ Gwanghwamun comeback show… "Economic impact seen in the 1 trillion won range"
At 8 p.m. on the 21st, BTS will hold the "BTS Comeback Live: Arirang" show in and around Gwanghwamun Square in Seoul. They are set to perform the title track and other new songs.
The concert is expected to have significant economic ripple effects beyond a cultural event. The Korea Culture and Tourism Institute (KCTI) estimated that a single domestic BTS concert could generate up to 1.2207 trillion won in economic impact. Dubbed "BTS-nomics," it refers to the economic effects across consumption, tourism, and the broader content industry arising from BTS's activities.
The ripple effect is projected to grow as it expands into a global tour. In the industry, there are projections that, based on the planned roughly 80-date "Arirang" world tour, the total economic impact could exceed about 100 trillion won.
Amid such expectations, BTS will immediately continue with overseas schedules after the comeback, targeting the global market. On the 23rd, in collaboration with music streaming platform Spotify, BTS will hold the "Spotify×BTS: Swim Side" event in New York. Then, on the 25th and 26th, they will appear on the popular NBC program "The Tonight Show Starring Jimmy Fallon," widening contact points with fans worldwide.