We reported last week on TikTok’s coup in securing a 30-second exclusive preview of ‘ON’ – a track from the new BTS album – ahead of its official release to streaming services.
The app challenged fans to create their own videos for an #onchallenge, and as you’d expect, the BTS Army responded in droves. So much so, that at one point TikTok users started getting error messages when trying to search for the clip – quickly interpreted as the BTS Army ‘breaking’ TikTok with their enthusiasm. Apparently not, however: a spokesperson told The Verge that the issue was “a URL link to the track that needed to be updated, not an app crash”.
BTS’ video launching the challenge has been liked 2.7m times so far, while (once those pesky URL issues were sorted out) videos for the #onchallenge have currently generated 134m views between them.
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