'Jung Kook-directed' BTS Life Goes On MV clears 600 million views milestone

A beam of comfort that bursts through the darkness of the pandemic, an enduring global phenomenon

A hit song from the group 'BTS' (BTS) rewriting pop history, the 'Life Goes On' music video has smashed through YouTube cumulative views of '600 million views', stacking yet another towering achievement.

According to an official statement from agency BigHit Music on the 12th, the video, first unveiled to the world in November 2020, reached the 600 million-view mark at around 12:34 a.m. that day. The figure clearly shows BTS' unmatched reach that goes beyond a passing trend and its firmly established global status.

The track is the title song from the mini album 'BE (Deluxe Edition)' (BE(Deluxe Edition)), and it left an unprecedented mark from the time of its release. Most notably, member 'Jung Kook' took the megaphone as the music video director himself, winning spotlights from media outlets around the world from the planning and production stage onward.

Inside the video, a deep sense of longing among members who cannot meet fans face to face amid the unprecedented crisis of the 'COVID-19' pandemic is captured as a cinematic mise-en-scène. In particular, the scene of members quietly continuing to sing in the middle of an empty concert hall where the audience is gone has been widely praised as a living masterpiece, offering heartfelt comfort and a weighty resonance to hundreds of millions of people worldwide who were living through an era of separation.