BTS and Coldplay carry out one of the most successful musical “cobranding” of the decade. After the release of the song “My Universe”, which broke audience records on platforms, now it’s the video’s turn.
The My Universe video It has already added almost 10 million views in just a few hours of posting on YouTube.
The My Universe video is set in the distant galaxy of The Spheres, where music is banned, but BTS, Coldplay, and an alien supergroup called Supernova 7 come together via a hologram to challenge the ban.
Sung in both English and Korean, the new song has both bands singing about the infinite possibilities of love, using cosmic analogies and a synth-like sound “from another world”.
“There is a paradise that they could not capture, that bright infinity within your eyes. You are my universe and I just want to put you first, “sings Chris Martin, lead singer of Coldplay.
The video clip is directed by Dave Meyers, who also directed Coldplay’s “Higher Power” video.
My Universe is part of Coldplay’s upcoming album, “Music of the Spheres,” scheduled for release on October 15th.
Produced by Max Martin, “Music of the Spheres” is Coldplay’s ninth studio album and is known to have 12 tracks, five of which are represented by emojis, including a red heart, an infinity sign, and a planet.
This single is the band’s third for the album, Coldplay released the first in May, “Higher Power,” and the second in July, “Coloratura.”
On streaming platforms, the song My Universe has already been played over 100 million times, proving that the collaboration with BTS for western bands is a great marketing idea.
Coldplay has long been one of the most popular musical groups in the world. His shows attract hundreds of thousands and his albums are selling in droves.
The communion with the Korean K-Pop group BTS, the favorite of Generation Z, is a marketing idea that could not be better, since it brings the English band closer to an extremely popular fandom (the Army), not only in Asia, but also in the rest of the world.
On social media, the My Universe video clip is one of the trends of the day.
MY MOTHER IT IS PRECIOUS !!!!!!!
Coldplay X BTS – My Universe (Official Video) https://t.co/Szefzn7I12 through @Youtube
– Lirin ⍟ (@CaptainLirin) September 30, 2021
Good morning only to the MV of My Universe God how beautiful, the way they captured it, the scenery God everything is so beautiful, I love 💗✨#MyUniverseMVOutNow#MyUniverse @BTS_twt
pic.twitter.com/GDbtRxH8Kx– Tiari ⁹⁷ (@HoneyKkyu) September 30, 2021
Simply speechless.
Absolute perfection about this video 🥰💜🪐.#MyUniverseMVOutNow #MyUniverseMV #MyUniverse– 𝐿𝑜𝑟𝑒𝑛𝑎 💜 (@ Kukyna93) September 30, 2021
BTS will hold their first live concert since the covid pandemic began. It will be in Los Angeles in late 2022, at SoFi Stadium.
The show, called “The Permission To Dance On Stage / LA” will take place over four days: November 27 and 28 and December 1 and 2, at SoFi.
The event in Los Angeles will be the band’s first concert with their fans since 2019, when the group went live at a concert in Seoul.