BTS 'IDOL' MV surpasses 1.4 billion views, embodying 'Korean globalism'

BTS has added another global record to its name. The music video for their hit song 'IDOL' has surpassed 1.4 billion views on YouTube, marking the group's fifth music video to reach the 1.4 billion view milestone.

Their agency stated on the 30th, "The music video for 'IDOL,' the title track of the repackage album 'LOVE YOURSELF 結 'Answer'' released in August 2018, surpassed 1.4 billion views on YouTube around 9:20 PM on the 29th."

With this achievement, 'IDOL' becomes the fifth BTS music video to reach the 1.4 billion view mark, following 'Dynamite,' 'Boy With Luv (Feat. Halsey),' 'DNA,' and the 'MIC Drop' remix.

In particular, the record for 'IDOL' carries significance beyond mere view counts. The song is regarded as a representative example of how BTS actively expanded their Korean identity toward the global market.

The music video unfolds against a magnificent backdrop that combines tropical savanna plains, Bukcheong lion dances, European and Asian architectural styles, and traditional Korean patterns. This is complemented by choreography that blends the African dance Guará-guará with Korean dance movements, alongside performances reminiscent of Samulnori and Talchum, completing a unique visual language.

Above all, the reason 'IDOL' garnered such attention is its musical fusion.

The song features a groundbreaking composition that layers traditional Korean rhythms and chants over a South African beat. By blending Korean sounds such as "Eolssu jota," "Jihwaja jota," and "Deong-gi-deok kung-deo-reo-reo" with intense global rhythms, it created a new form of pop that transcends specific cultural spheres.

This approach differed from simply introducing Korean culture to overseas audiences. BTS did not treat tradition as a preserved relic; instead, they reinterpreted it within modern music and performance, expanding it into a new cultural language.

This is why the song is cited as a prime example of 'glocalism' (the combination of globalization and locality) by cultural researchers. 'IDOL' proved that the most uniquely Korean elements can, in fact, achieve global resonance.

BTS will continue their North American tour at MetLife Stadium in New York on August 1–2.

At the same time, the group is drawing attention from the music industry following their decision to decline submission for the Grammy Awards.

On the 29th, the members of BTS stated via their respective SNS, "We have decided not to submit for this year's Grammy Awards. We hope that music can be heard and loved as music itself, rather than being divided by region or language."

This is being interpreted as a decision related to the 'Best Asian Pop Performance' category, which is scheduled to be introduced starting from the 69th Grammy Awards in 2027.

While the 1.4 billion views and the stance on the Grammys may seem like separate events, a single message lies at their core. BTS does not seek recognition within the specific category of 'Korean music,' but rather to be evaluated as music that transcends borders and languages. 'IDOL' remains the work that most clearly embodies that philosophy.