Old man watches BTS video

By David Tizzard

It shouldn't really be news but a simple glance at YouTube will show you just how hot “reaction” videos are right now. Whether it's pop, toys, games, or Star Wars, people go online and lose their proverbial pants over the web's latest visual and audio offerings.

Few, if any of the reaction videos, however, seem to be negative. Whether it's classical musicians gushing over Mike Patton's vocals in Faith No More or ballet dancers vibing on choreography in a hip-hop video, everything seems to be about telling people just how god-damn amazing something is.

I wonder if these videos are so popular because they help impressionable people make up their minds about things and then give them phrases and soundbites that they can drop in conversation elsewhere: “The chorus is heavier than anything I've ever heard.” “It simply insists on itself.”

Normally said when watching a pop song. Lol.

The latest video to get the “reaction” treatment has been BTS' music video “On”. The near-6 minute video has broken a slew of records in its digital wake.

According to the YouTube platform, the video broke the record for the most people watching an online premiere at the same time: 1.45 million viewers. At the time of writing it had 33,000,000 views in 13 hours.

Incredible figures. Unbelievable even.

Of course, those are not entirely organic. A search of Twitter demonstrates how dearly the fans feel about such numbers and the lengths they will go to ensure the group reaches them.

“Army” members implore each other to stream, take frequent breaks, hydrate, and ― of course ― stream again. Another shared post laid out much more detailed guidelines for anyone wishing to view the latest video.

The Do's include: Log-in, search, and watch the full video. Share the video on social media. Watch 2-3 other BTS videos while taking a break. If streaming on different devices, use different accounts.

The Don't's: Do not use a playlist in the first 24 hours. Do not use incognito mode. Do not refresh the page or change the video speed. Do not mute the video ― use earphones if you want no sound.

There is literally an army out there sharing tips on how to break algorithms and maximise viewer counts so as to ensure that the video gets as many views as possible ― because that's what the music industry has become to some people. Sadly. .

Many of the fans complain loudly and passionately that their views are being deleted and it's a conspiracy by the companies and gatekeepers to keep the group down. A conspiracy laced with both racism and jealousy.

It's probably just trying to stop one person racking up 10 views a minute by running it on lots of different internet sites and devices…because who wouldn't?

Nevertheless, undaunted by the rules and regulations, I sat down with my niece (12), nephew (15), and daughter (3) to watch the latest video from the septet. My son wasn't interested and preferred to read his book in the living room.

As many will attest, the video looks like a combination of Game of Thrones, the Lion King, Maze Runner, and Bird Box. A smorgasbord of images, references, and Easter eggs.

So much so that it didn't seem there was an original idea in there. But that kinda happens with a lot of things when you get old. It's all just a revisiting of that what has gone before. New Kids on the Block become NSYNC, become the next thing.

The King is dead. Long live the King.

The fans will tell you there is a story deep inside the video, however. Just like the Marvel Universe, the Elder Scrolls, and Lost, there is a legion that will look into anything from a NPC to a piece of background scenery for symbolism and imagery so as to create another Wiki link,.

Jungkook represents Christ (as you do), his hands tied with thorns that require baptism. RM is Noah, flanked by animals and an arc. J-Hope and Suga have pastoral church settings to inhabit.

They help the blind see. They open the door to a new world. They climb to the top of a mountain. And then they change their clothes and have a little dance at the end.

It's all amazingly polished and the cinematography is top notch. The colours, the costumes, the cast, all look the part.

But…that's it. Really.

Not every video is a huge event. Nor does it have to be. Some are just, you know, alright.

Michael Jackson's Thriller was a “thing”. His performance of Billy Jean was a “thing”.

But I can recall being woken up in the middle of the night for the debut of his Remember the Time video featuring Eddie Murphy and Magic Johnson.

That too was a costume clad 9-minute epic. And yet I remember just thinking, “It's finished.” Those “member berries” aren't kicking like they used to.

My niece did the same with the latest BTS video.

The music itself is very of its generation. You can normally place a song chronologically immediately by its production and the effects used.

The song has the near omnipresent trap beat one hears on any mainstream pop song made in the last few years. It's also drenched in auto-tune.

It has the quasi military drum rolls and chanting that BLACKPINK used in Kill This Love and is laced with mumble rap verses that have become the sound du jour for many.

It doesn't have a banging chorus though. It doesn't have any particular standout lyrics. It's not breaking a mold nor is it particularly daring.

Most disappointingly, it sounds kinda one-paced: slow.

Nevertheless, it is what it is.

Good luck to the seven members and here's hoping they stay healthy having cancelled their upcoming concert in Seoul because of the Coronavirus.

But for me, On wasn't so much a “Big Hit”, rather another song you hear on the radio waiting for the next fresh thing.

David Tizzard (datizzard@swu.ac.kr) is an assistant professor at Seoul Women's University and lectures in politics and history and Hanyang University. He presents economic and cultural issues on "Business Now" on TBS eFM (101.3FM) live every Wednesday from 6:30 p.m. to 7:30 p.m.