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BTS' 'ON' Music Video 24-Hour Debut Marred In Controversy

Gettyimages | Eugene Gologursky
By Adreon Patterson

BTS’s official music video for their single “ON” made a huge debut on YouTube, breaking and setting records.

The Korean pop group is coming off of a great week with promotions both in the U.S. and South Korea. They has a whole episode of The Late Show with Jimmy Fallon dedicated to them while appearing on The Late Show with James Corden's "Carpool Karaoke."

The group's album Map of the Soul:7 is poised to debut at number one on the Billboard 200, becoming the group's fourth. Sales are estimated to come in around 340,000 units.

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Giphy | Spotify

On February 28, the official music video for the group's single “ON” from their latest album Map of the Soul: 7. Last week, a Kinetic Manifesto Film dropped for the track alongside the accompanying album. The short film reached over 43 million views in its first 24 hours on YouTube last week.

The official MV for the title track gained an even higher number of views within its first 24 hours on the video streaming platform. By February 29, the “ON” MV surpassed 44.2 million views in realtime. With the number available, the official view count from YouTube has not been confirmed nor announced.

Gettyimages | Rich Fury

Last year's video for “Boy With Luv” featuring Halsey continued to hold the record for the highest ever view count achieved on YouTube within 24 hours. It racked up 74.6 million views in the first day, according to official numbers.

While not breaking "Boy With Luv"'s record, “ON”'s view rate is still impressive considering the recent changes in the streamer's guidelines. The new rules have effected some new releases by other big names leading to much lower views compared to previous releases.

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While the feat is impressive, the hashtag “#YTBring67MBack” has been trending at No. 1 worldwide as the BTS ARMY has questioned why over 67 million views have not been included in the total count. While the validity of the tracker screenshot has not been confirmed by YouTube, many fans have reported seeing the video's views deceased by millions.

One Twitter user wrote, "this is just ridiculous they really think they can take away 67 MILLION VIEWS and no one would notice...they better give the views back!!!"

Gettyimages | Jon Kopaloff

"People spent a huge amount of their time for those views and even gave up sleep for it," another user posted. "Just throwing away hardwork like that is absolutely unfair."

One user wrote, "If YT deleted 68 million views, and the view count is 47 million right now at 23hrs, it means we got at least 105 MILLION streams on the first day!!! WELL DONE ARMYS."

Another BTS ARMY member posted a hilarious gif on Twitter to signify the fandom's frustrations.

Wikimedia |

But the music video's premiere did set as well as break some YouTube records.

The video achieved the highest number of views ever for a YouTube premiere (in which viewers watch a new video together at the moment of its release). It even broke the record for the fastest music video to reach 10 million views, previously held by Taylor Swift's "Me!" featuring Brendon Urie released just last year.

Despite this hiccup, the group has been having a great run as they headed back to South Korea for their comeback special.

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