BTS mysteriously ask “What is your love song?” as part of the lead up to their fifth studio album ARIRANG
The activation is in the lead up to the pioneering K-pop idols' fifth studio album ARIRANG and accompanying record-breaking world tour
A cryptic question sprung up around London just before Valentine’s day, with the phrase ‘WHAT IS YOUR LOVE SONG?’ appearing on billboards around Waterloo Station, Tower Bridge and the Westfield Centre. The mysterious messages spread from the British capital city, all the way to Seoul and New York, with billboards in Seongsu Station, East Village, SoHo and Brooklyn, all posing the same romantically-inclined inquiry.
Despite there being no sign of who the authors of this mystery were, it didn’t take too long to work it out. Just as it is a universal truth that water is wet and the sky is blue, it is know that you never, ever, underestimate the BTS ARMY. Even before the second phase of the activation, the BTS fanbase had sprung into action to do some sleuthing. The record-breaking K-Pop idol group, known for being pioneers and bringing the genre to the international music stage, have all been posting a lot of content since announcing their comeback in January this year. Their fans were not to be distracted though. Even a virtual tour of Taehyung’s new apartment (complete with artwork of a bear eating ice cream) or a video of RM panicking about his newly-purchased sofa being damaged, when Jin playfully yeeted Jungkook over it- could not distract them, as they began began theorising that the secret messages pertained to their favourite group.
The ARMY’s suspicions were confirmed on fourteenth of February, when the activation was announced as part of BTS’ global campaign for their upcoming fifth studio album ARIRANG. Valentine’s Day was a suitable time for this, as one of the interpretations for the album name loosely translates to ‘My beloved One’ in Korean. It is also a Korean folk song that is the country’s unofficial national anthem, with themes that represent the various emotions connected to love.
On the fourteenth of the month, an art wall, filled with red roses, appeared in Covent Garden, where fans were invited to pluck a flower from the wall, which once again revealed the phrase “WHAT IS YOUR LOVE SONG?” this time with the BTS logo underneath.
The art installation (that also appeared in L.A and Seoul) reflects the central message of their album ARIRANG, inviting fans to reflect on cherished memories, comfort and strength. Having now all completed their compulsory military service, BTS, consisting of RM, Jin, Suga, J-Hope, Jimin, V and Jungkook, announced their fifth full-length album and accompanying a mammoth 11-month, 79-date world-tour. Things fittingly kick off with the K-pop idols honouring their roots with their first show being in Goyang South Korea in April this year, before they head out around the globe.
Their stadium tour, that spans five continents, includes a two-night stint at London’s Tottenham Hotspur Stadium on July 6th and 7th. The group made history once again, selling out the 120,000 capacity shows within a mere 30 minutes.