BTS: ‘Life Goes On’ Is Not Getting the Same Radio Treatment as ‘Dynamite’

by Jeremy Spirogis

BTS launched their new album BE on Nov. 20. The album options eight tracks: “Life Goes On,” “Fly To My Room,” “Blue & Grey,” “Skit,” “Telepathy,” “Dis-ease,” “Stay,” and “Dynamite.” Along with BE, BTS additionally launched a music video for the album’s lead single, “Life Goes On.”

Before releasing BE, BTS launched the track “Dynamite” as a single, and the track marked the septet’s first track to be sung fully in English. It went on to debut at No. 1 on the Billboard Hot 100, and in complete the track reached the No. 1 spot on three events.

“Dynamite” grew to become an enormous hit with not solely BTS followers, but additionally most of the people within the U.S. The track additionally grew to become a radio hit and is constantly performed by U.S. radio. Even although “Life Goes On” is BTS’ latest single, it’s not receiving the identical therapy by radio that “Dynamite” is having fun with.

BTS | Cindy Ord/Getty Images for SiriusXM

A take a look at the success of ‘Dynamite’

Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook launched “Dynamite” and an accompanying music video on Aug. 21. The disco-pop observe was written by David Stewart and Jessica Agombar. It has a retro really feel and comes throughout as light-hearted within the time of the coronavirus (COVID-19) pandemic.

When “Dynamite” debuted at No. 1, BTS grew to become the primary all-South Korean group to hit No. 1 on the Hot 100. “Dynamite” remained at No. 1 in its second week, and it grew to become the 20th track in historical past to debut at No. 1 and keep at No. 1 the next week.

Even when “Dynamite” fell from the No. 1 spot in its third week, the track debuted at No. 49 on the Billboard Radio Songs chart with 18.three million radio airplay viewers impressions, turning into BTS’ first entry on the chart. In its fifth week, “Dynamite” re-peaked at No. 1 on the Hot 100, bringing the track to a complete of three weeks spent at No. 1.

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RELATED: BTS Show Their Staying Power With ‘Dynamite’ Back at No. 1 on the Billboard Hot 100

According to Billboard, “Dynamite” returned “to No. 1 from the runner-up spot on the strength of 14 million U.S. streams (up 11%) and 153,000 downloads sold (up 96%) in the week ending Sept. 24, according to Nielsen Music/MRC Data. It also drew 20.8 million radio airplay audience impressions (up 8%) in the week ending Sept. 27.”

Why ‘Dynamite’ is such successful with radio

While “Dynamite” is extremely catchy and proved to be a enjoyable summer time anthem, the track had an enormous issue that helped it with U.S. radio; the lyrics are in English.

BTS’ songs that predominantly function Korean lyrics obtain little radio consideration, regardless of the Ok-pop group’s rising success within the U.S. The success of “Dynamite” basically proved that the xenophobia BTS followers have been mentioning for years in U.S. radio exists.

At this level, the gatekeeping BTS have confronted within the U.S. is so profound it’s obvious in plain sight. In a particular clip about “Dynamite” by E! News, Justin Bieber narrated the struggles BTS confronted with their Korean-language songs.

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RELATED: Justin Bieber on Why ‘Dynamite’ Has Been Such a Huge Hit for BTS within the US

“So what sets this song apart from their other hits? Unlike the group’s Korean-language songs like ‘Boy With Luv’ and ‘ON,’ U.S. radio stations are giving ‘Dynamite’ a lot of air time,” Bieber mentioned within the video. “Historically, non-English songs have had a hard time getting radio play, and as a result, rarely do they see the top of the Billboard charts.”

BTS’ new track ‘Life Goes On’ is just not getting a lot radio play

To date, the “Life Goes On” music video has over 125 million views on YouTube. The septet debuted the track on the 2020 American Music Awards on Nov. 22, and the track topped the iTunes Top Songs chart within the U.S. upon its launch.

However, “Life Goes On” is receiving little radio play, which occurred to BTS’ single “ON” from their album Map of the Soul: 7 in February 2020. While the track has some English lyrics, “Life Goes On” is primarily sung in Korean. Pdogg is credited as a author and the producer of the track, and RM, Ruuth, Chris James, Antonina Armato, Suga, and J-Hope are credited as songwriters.

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“Dynamite” acquired over 900 spins on its first day. “Life Goes On” acquired less than 10 spins by U.S. radio on its first day of launch, and “Dynamite” continues to obtain strong radio promotion.

In addition to the language barrier, “Dynamite” is a extra radio-friendly observe with its disco-pop sound. As another hip-hop observe, “Life Goes On” is calming, however U.S. listeners are already conversant in “Dynamite.” Because “Dynamite” can also be included on BE, radio can promote BTS’ new album whereas persevering with to push “Dynamite,” a confirmed hit, over the brand new “Life Goes On.”

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