BIGHIT MUSIC

A mysterious question appeared in the very centers of Seoul, New York, and London. The exterior wall of a building near Seongsu Station was covered with the phrase ‘WHAT IS YOUR LOVE SONG?’, capturing the attention of countless people.

In New York, giant billboards at Times Square and streets across the East Village, SoHo, and Brooklyn displayed large posters bearing the same question. At major London railway stations, Waterloo and London Bridge, the sentence was broadcast on large LED screens.

The large-scale campaign that dominated major cities worldwide had not disclosed its organizer, heightening curiosity. On social media, speculation mounted, and a flurry of interpretations emerged about the meaning of the question.

The protagonist behind the shrouded campaign was revealed to be BTS. On the 14th, an art wall filled with roses was installed at COEX in Seoul for Valentine Day.

BIGHIT MUSIC

The red roses, symbols of love, recalled the phrase that had been posted in those cities. When citizens took every flower pinned to the wall, the question ‘WHAT IS YOUR LOVE SONG?’ and the BTS logo, previously hidden behind the roses, were revealed. The question that had spread worldwide turned out to be an event linked to a new BTS release.

The promotion is a global campaign devised to convey the message of the fifth studio album, ‘ARIRANG’ (Arirang). The new release addresses universal emotions, including profound love and group identity.

Inspired by the feeling of deep love, BTS posed the question ‘WHAT IS YOUR LOVE SONG?’ to the world. The idea is to have people call to mind their own love song and, in doing so, naturally sense the album mood.

BIGHIT MUSIC explained the meaning of the campaign: “‘love song’ goes beyond a simple love song, becoming music through which many recall their memories and gain comfort and strength. We hoped that the question ‘WHAT IS YOUR LOVE SONG?’ would prompt people to recall the song that lives in every heart.”

BIGHIT MUSIC

The campaign will continue in new ways through the 22nd. By scanning the QR codes on posters placed throughout Seoul, New York, and London, people can leave their own love song on the campaign site.

BTS will release ‘ARIRANG’ at 1 p.m. on March 20. On the following day, the 21st, they will hold ‘BTS Comeback Live: ARIRANG’ (BTS THE COMEBACK LIVE｜ARIRANG) at Gwanghwamun Square, and the performance will be broadcast live on Netflix.

BIGHIT MUSIC