How DSPs are backing BTS' new album

Whether they’re live streaming to millions of fans, breaking chart records or rolling out a new campaign, there’s often something fascinating going on in the world of K-pop supergroup BTS. This month, they’ve piqued our interest as they've partnered with major DSPs to built the hype for their anthology album ‘Proof’, out at midnight (AEST) via Big Hit Music.

Apple Music's Radio Show

Last month, the band shared the first of three weekly radio specials on Apple Music. BTS Radio: Past and Present takes its listeners on a journey through nine years of BTS. For their first episode, each band member picked and discussed a BTS track they feel a deep personal connection to. For their second episode, BTS spoke about their loyal fan base, known by the nickname ARMY. The third episode, will be shared alongside the album.

YouTube's Shorts Challenge

Over on YouTube, BTS launched #MyBTSStory, a Shorts challenge. The band has invited fans to share their stories, with a selection to be featured in a tribute video, shared by the group. BTS are getting in on the action too. They’re planning to share their own Shorts over the coming weeks, following the release. Next week, the band’s YouTube will also host a free live streamed performance, in celebration of the new album.

Spotify's Microsite

Spotify got involved by launching the #SpotifyPurpleU microsite to count down to the ‘Proof’ release. On the site, users can find exclusive content from the band, and sharing cards for social media, which are created by scanning through users’ most-listened to BTS tracks on Spotify. There’s also a short film about the band’s history, still to come. Spotify’s socials even turned purple in celebration of the release.

Once again, BTS and Big Hit Music are proving themselves as powerhouses in the music marketing business, leaving no DSP unturned for the 'Proof' release.

The Habit Weekly

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How DSPs are backing BTS' new album

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Whether they’re live streaming to millions of fans, breaking chart records or rolling out a new campaign, there’s often something fascinating going on in the world of K-Pop supergroup BTS. This week, they’ve piqued our interest as they’ve built the hype for their anthology album ‘Proof’, out today via Big Hit Music.

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