BTS’ “Dynamite” smashed records
BTS’ “Dynamite” not only smashed records, but also provided fans around the world with some much-needed comfort and joy.
In interviews and media coverage of the song, BTS emphasized their intention to release the song as a single ahead of the release of a new album later this year. “Its message is that even in difficult times like these, we need to focus on what we can do,” Namjoon said. “We can find freedom and joy in singing and dancing.” “We find joy in this song and hope you can too,” Yoon Ji commented. At the press conference, Seokjin stated that it was a challenge because the song was in English, but they wanted to show a different side to the group.
Finding happiness in times of turmoil and suffering can be nearly impossible, but the upbeat song, breezy lyrics and music video filled with happy BTS members helped ease the pain of many around the world. It’s not a panacea, but it’s not necessary either. It’s not BTS’ responsibility to take on the world’s suffering, but that hasn’t stopped them from trying to help in the way they know best.
BTS’ goal is to provide healing and inspire joy, and the ARMY’s response is nothing short of explosive. The music video drew between 3 and 4 million simultaneous viewers when it debuted, beating the previous record of 1.65 million by a landslide, and garnered 10 million views and 1 million likes in just 20 minutes of posting. As of this writing, “Dynamite” has hit #1 on the iTunes chart in 101 countries and amassed 98 million total views, all within the first 24 hours of its debut.
As BTS’ first full-English song, “Dynamite” is aimed at a wide audience. The departure from BTS’ usual lyrics and style is stark and to be expected (the track was written by David Stewart and Jessica Agumbar). However, the group noted in various interviews that they thought the song was best in its original form—they had received the demo and liked it, so they worked hard to master the English lyrics. In the first verse in particular, there are several references to things from the past: a glass of milk, King Kong, the Rolling Stones, LeBron, and more. However, most of the lyrics are intended to give the listener hope, comfort and encouragement as we all struggle to master our “new normal”.
To accompany this retro-inspired song, we created a similar retro music video that will evoke nostalgia for generations. The entire video doesn’t pinpoint a decade, but rather a mix of vintage inspiration from several decades. The opening and closing group shots evoke the laid-back boy band fashion of the 90s and 2000s, with pastel colors, and we see several retro-style locations throughout: bedrooms with posters on the walls, record stores, Diners, an ice cream truck, a basketball court with colorful murals and a vintage stage all make appearances.
Other fashion styles in the video, as well as much of the choreography, pay homage to the past. Their “stage” outfits, with flared trousers for some members, have a vaguely retro vibe, looking like a mix of the 60s, 70s and beyond. There are several dance references to Michael Jackson, and there are steps reminiscent of 70s disco and 60s batussi, just to name a few. Jungkook even had a “Got Milk” moment, a throwback to famous commercials from the ’90s and early 2000s across America.
While the music video and lyrics aren’t particularly deep, as we’ve seen with most of BTS’ output, “Dynamite” does a lot of what the world needs at this moment. We are all exhausted and defeated in many ways. Many of us lack the enthusiasm, focus and desire we once had. Others watched as family and friends fell ill, and many of us struggled to survive a fascist regime while trying to dismantle systemic racism in our societies. We all have our heartache and sorrow, and it can be hard to find those little nuggets of joy and hope when the world looks so bleak. “Dynamite” is just that – a small expression of joy and hope in the hearts of seven men who want to give us reprieve, however fleetingly. By participating and celebrating with them, we can give back some joy, comfort and energy.
