BTS, the biggest thing to come out of South Korea since–well, ever, maybe, has their second English-language single coming later this month. Called “Butter,” they teased it by posting an hour-long video of a cartoon slab of butter melting into the shape of a heart.
No music. No other images. Just a drawing of some butter melting.
When it debuted, 300,000 fans watched it live. Since then, almost 16 million other people have watch this.