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BTS Released New “ON” Music Video At 10AM ET Thursday (Watch Now)

The video arrived at midnight Friday in Korea.

BTS - ON Video Screen, courtesy of BigHit

Update: In a departure from the strategy for the “Kinetic Manifesto Film,” BTS released the higher-concept “ON” Music video at midnight late Thursday/early Friday in Korea.

That meant that it arrived on Thursday morning for US viewers. It also means that more than a half-day of views will count toward the song’s opening week Billboard chart performance (the streaming tracking week ends at 11:59PM ET Thursday).

The “Kinetic Manifesto Film” launched last Friday evening in Korea — early Friday morning for US viewers.

The new video, which highlights a “different charm” of BTS than said film, follows:

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Last Friday, BTS released the “Kinetic Manifesto Film” music video in support of new single “ON.” The video featured BTS and backup dancers supporting the song with a visually arresting performance – and spectacular choreography.

A second music video is launching later this week.

Offering what Big Hit Entertainment calls as “symbolic representation of ‘ON’ to highlight a different charm of the multifaceted band,” the video will arrive at midnight late Thursday/early Friday KST. That means it will actually be launching on Thursday (10AM EST/3PM GMT/etc) in more western markets.

Big Hit confirmed the official release time in an official press release, surprising fans who were expecting the video to arrive Friday evening in Korea (early Friday morning in the US).

To date, the “Kinetic Manifesto Film” has amassed nearly 90 million views on YouTube.

Written by Brian Cantor

Brian Cantor is the editor-in-chief for Headline Planet. He has been a leading reporter in the music, movie, television and sporting spaces since 2002.

Brian's reporting has been cited by major websites like BuzzFeed, Billboard, the New Yorker and The Fader -- and shared by celebrities like Taylor Swift, Justin Bieber and Nicki Minaj.

Contact Brian at brian.cantor[at]headlineplanet.com.

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