Overview
- BTS premiered the Tanu Muino-directed video for “NORMAL” on Spotify during a 48-hour exclusive that began on Friday, concentrating plays on the streaming service's new music-video beta for Premium subscribers.
- Spotify said the release set the platform's record for most-streamed K-pop music video in a single day, a metric the company announced publicly after the premiere.
- Some outlets reported a first-24-hour total of about 8.6 million streams that would top the previous Spotify first-day K-pop video mark, but that specific figure is reported and not uniformly confirmed across sources.
- BigHit confirmed the group’s recent newspaper-style ads used in the U.S. were scenes from the “NORMAL” video, part of an integrated campaign that included multiple audio edits and other ARIRANG-era promotions.
- The video rollout follows ARIRANG’s strong March performance on Spotify and will expand beyond the platform after the exclusivity window, with U.S. pop radio promotion scheduled to start the week of July 27.