This SS is from the excellent NME review of #BlackSwan (check my last RT for the source).

This is a great point. This song & video were obviously crafted toward giving listeners/viewers a profound emotional experience with the art, less to be all over radio or “easy listening.”

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In reply to @Crumbles4Kookie
We have for years now looked for ways to promote BTS as true artists. The way this single has been crafted and promoted does exactly that.
 
In reply to @Crumbles4Kookie
Yup, this is not an easy listening song.
 
Because,

Persona is the mask they wear in public aka their image as a 'kpop boyband'. Hence, Boy with Luv.

And Shadow is what lies behind the mask. The things that are hidden. Repressed ideas & weaknesses. Hence, this.

#BlackSwan @BTS_twt
 
Exactly. My hopes are up for this album bc they’re going full force in what they want to do. They’re not going for commercial stuff.
I’m so exited for this album
 

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