Overview
- BTS released the music video for “Normal” on Friday, July 17, exclusively on Spotify in select beta and Premium markets, with the Korean version and multiple audio edits available there before a global streaming release planned for July 19.
- The campaign began with full-page, tabloid-style ads in the San Francisco Chronicle and the New York Post that used a staged urinal image to provoke discussion and link directly to the video’s restroom-themed teaser.
- The video, directed by Tanu Muino and shot in Lisbon, follows each member in the quiet aftermath of a party and uses intimate visuals to contrast their public personas with private, everyday moments.
- Production credits include Ryan Tedder and Sean Cook on the track, and the rollout delivered five versions of the song — English, Korean, explicit, clean, and instrumental — to widen streaming and radio options.
- The limited Spotify window and cinematic release strategy are designed to boost streaming engagement and conversation during BTS’s Arirang tour, with labels scheduling wider platform availability and radio promotion later in July.