BTS in the music video of “Butter”
RM had his work cut out for him when he participated in the songwriting process that led to BTS’ second English-language single, “Butter.”
The K-pop group’s leader had more creative control this time around, because he was also part of the writing team composed of Jenna Andrews, Robert Grimaldi, Stephen Kirk, Alex Bilowitz, Sebastian Garcia and Columbia Records’ chair and CEO Ron Perry.
Thankfully, we’re happy to note that “Butter” hasn’t become a case of “too many cooks spoiling the broth.” In fact, what they managed to cook up is a veritable musical feast worthy of BTS’ global appeal.
The song, imbued with the septet’s superstar glow and catchy optimism, talks about romantic attraction as it incorporates EDM and hip-hop into its funk-meets-disco brew.
Make the summer’s scorching heat more bearable by keeping RM, Jin, Suga, J-Hope, Jimin, V, Jungkook and their ARMY company as they “side step right, left to my beat.”
The song’s companion piece is the music video that proves “Dynamite’s” mainstream allure was no fluke. The group’s slick and dazzling terpsichorean hooks are guaranteed to keep music overs grooving to the beat while the happy hormones continue to work their magic.
“I didn’t participate [in the songwriting] just because I speak English,” RM, the 26-year-old leader of the Grammy-nominated K-pop sensation, told MTV. “[But] some of the rap parts weren’t compatible with our style, so that’s what inspired us to take part [in tweaking the section with rapping].”
As for its themes, Jimin told a recent global news conference that the group really wanted a sound that was easy on the ears.
BTS members (from left): V, Suga, Jungkook, Jin, RM, Jimin and J-Hope
“If you hear the title ‘Butter,’ you’ll know immediately that we wanted a song that was easy to listen to, instead of having a heavy or profound message,” he explained. “We wanted a song that’s smooth like butter … a tune that melts in you and grabs you. It’s a very cute song that plays out like a confession.”
Like “Dynamite,” the summer ditty, which amassed a record-breaking 108.2 million views on YouTube in 24 hours since its release, has a smooth-like-butter vibe that easily channels Bruno Mars’ feel-good musicality.
As of this writing, “Butter” isn’t just the No. 1 song on the iTunes singles chart in 102 countries; it is also the fastest music video in YouTube history to hit 100 million views (20 hours and 54 minutes).
Last Monday, BTS didn’t just perform “Butter” at the Billboard Music Awards; the boys also won in the four categories they were nominated in—for top selling song, top duo/group, top song sales artist and top social artist, where they edged out fellow nominees Blackpink, Seventeen, Ariana Grande and our very own, the P-pop group SB19.
But, BTS isn’t just about the numbers, the awards it wins, and the record-breaking feats—it’s as much about the optimism its music evokes, as well as its message of love and diversity that keeps it current and relevant anywhere in the world. INQ