YouTube is by far BTS’s strongest streaming platform, and the new 'Black Swan' video will elevate 'Map of the Soul: 7' in its second sales week.
will fall fairly hard in its second week, which is par for the course for blockbuster pop albums. According to, the group is on track to move 80,000-90,000 units this week, which would cement a third-place finish on the Billboard 200 behind new albums from Lil Baby and Bad Bunny. That would give BTS their best second week sales to date, but it would still be a roughly 80% dip in overall activity.
That number does not account for the new “Black Swan” video, however. BTS may not rack up Spotify streams on the level of Drake, Post Malone or Roddy Ricch, but when it comes to YouTube, they are unmatched. BTS’s “Boy with Luv” holds the record for the biggest 24-hour debut in YouTube history, while three of their other videos—including last week’s back-to-back videos forsingle “ON”—are in the Top 10.
into the Billboard 200 chart. YouTube is by far BTS’s strongest streaming platform, and over the next two days, the group will earn tens of millions of additional video views thanks to “Black Swan.” The timing is smart, too: “Black Swan” views over the next two days will givea second-week boost on the Billboard 200, while additional views from Friday onward—of which there will be plenty—will factor into the album’s third-week sales.
BTS have become one of the biggest cultural phenomena and bestselling pop artists in the world, but their methods for success don’t always mirror their contemporaries. While many chart-topping artists rely on music streaming services and ticket/merchandise bundles to drive up album sales, BTS thrive on physical CD sales and music video views. The group has a big enough global fandom and star power to smash sales records, as demonstrated on. But with average Spotify streams and little U.S.
Thankfully, BTS are one of the few artists that can count on their fans to excitedly consume anything they release, so they’re able to fully capitalize on the element of surprise with the new “Black Swan” video. Crafting multiple lavish music videos in the name of album promotion seems like the path of most resistance, but BTS are up to the challenge, and their fans are ready to support them.
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