Let me start by saying that I don't really consider myself as ARMY. Definitely not official, probably not unofficial (yet?). However, I really enjoyed BTS' newest single, Butter. If you haven't watched it and you're a girl in your late twenties or early thirties, I think this is definitely a must watch. Watch both the Original MV and then the Billboard version and see the magic.
True BTS fans will definitely love it (duh), but Butter drew me in more than Dynamite. Why? Dynamite reminds of the 70s and 80's with a lot of old Americana. A time and place where I can't relate, but may hold a lot of appeal for another market. Butter, on the other hand, is a visually and acoustically my time.
Opinions may vary, but this pop track reminds me of late 80s and early 90s music with the visual elements of both disco and a 90s boy band. Granted, the dance style and the majority of the outfits remind me more of the late 80s, reminiscent of an earlier hit, Smooth Criminal. However, the inner 90s boy band phase is also visible, especially in the latter half of the song. There are also some later influences, especially with the use of name dropping (Usher, ARMY) and the use of call and response in the lyrics - which are closer to the heart of millennials but as in fashion, some trends cycle. But all of these, combined make a really catchy song that's visually, aurally and emotionally hard to forget. At least for 2021.
In summary, Butter is a newer, hotter song that was produced in a way that maintains and increases BTS' market share. It seems like this song was packaged both for people like me and for existing fans.Which is why I am amazed at both BTS and the production team(s?) behind this song. It's sure to be this year's biggest summer hit. I did not know I'd love it until I saw and heard it. So I recommend those my age give it a try (even if they aren't BTS fans).
I am now looking forward to more songs by BTS. And the BTS Meal.
PS. I think McDonalds really missed out by NOT creating a BTS Butter Pancake Set with the Boys' faces in the packaging as collectibles. May be another franchise will.
