Even though BTS, Bangtan Boy Scouts, are now all the rage in western media, with regular coverage on pop media outlets after winning the “Top Social Artist” award at the 2017 Billboard Music Awards, in their latest single “DNA” they’ve worked to maintain the same components that’s given them that success, eschewing any pressure to try to fit in.

LAS VEGAS, NV – MAY 21: Music group BTS attends the 2017 Billboard Music Awards at T-Mobile Arena on May 21, 2017 in Las Vegas, Nevada. (Photo by John Shearer/Getty Images)

For instance, there are minimal English lyrics in the song. There are only the lines “take It, take it,” and “I want it this love, …real love.“, which appear in the middle of the song. Many times, kpop artist to gain attention, start the song with an English line and throw it in enough, to make an impact.

In addition, BTS continue to outfit themselves in a loose conglomeration of hastily thrown-together style items. J-hope is wearing a mustard colored hoody underneath a Knicks Jersey, which is blue!? Then Jimin has on an oversized sports jacket over a white unbuttoned button-up shirt, in addition to a loosely worn tie. This gives them a visual of youthfulness that endears them to their young fans.

And, most importantly, they continue to use very energetic, high-octane dance moves to convey the feelings in their music.

In line with some of their more recent tracks like “Blood Sweat and Tears“, there is a good amount of falsetto and singing in “DNA.” Also, the rapping from Rap Monster, is less aggressive than in their much earlier tracks. The same goes for Suga, who had few lines.

It’s a continuation of the softer image they’ve tried to portray since 2015. This was after their more hip-hop tracks that insinuated violence, basically attracted those elements, when Rap monster began receiving death-threats at a New York City show, after he made colorist statement regarding one of his members.

The cinematography of the DNA music video is more intricate, with lots of CGI, albeit a little trippy. It’s hard to decipher any congruent messaging from some of those scenes. Although, visuals like the galaxy, and the wide-blue earth, along with the chemical formulas convey their ambitions and the theme of the song, respectively.

And, what would a kpop MV be, without the extra-ordinary bursts of coloring of everything, and maxed-out color filters. The CGI certainly augmented this, with the use of ultra-colorful swirling backgrounds.

At the end, instead of facing the camera, the dance step ends with member J-Hope turning his back to the camera, hiding the other members. Usually, most MVs end with dancers facing the camera. There may be a subtle message there. The next comeback will make that clear.

“DNA” is the lead single from their EP “Love Yourself:Her” , which is BTS’s fifth. They also have released 4 full studio albums, 2 each in Korean and Japanese.

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