With their forthcoming album – Map of the Soul: 7 – just hours away, BTS have teased a track from the record, titled “On”, in a pretty unconventional way. While the full song is coming February 21, along with the rest of the album, a 30-second snippet can now also be heard on TikTok.
The K-pop stars are the first artists to officially debut a single via the app. Besides being available to listen to, the track will undoubtedly feature in tens of thousands of fans’ videos, with #ONchallenge already trending across social media.
In fact, the demand for the preview was so high on release that many users reported the site had crashed (which, tbh, isn’t all that surprising). It is available to listen to now, though.
The choice of TikTok as a platform to debut some of the group’s new music is also pretty logical – besides being used to spread viral political messages and more, the app has helped various artists break out into the public eye.
“TikTok's unique promotional method which allows artists and consumers to communicate while promoting their content to one another, breaking away from the typical methods of promotion, is currently creating a hot sensation,” a Tiktok representative tells Allkpop.
Ahead of Map of the Soul: 7, BTS have also shared images of the Anthony Gormley sculpture that’s part of their global free art project, CONNECT, BTS.