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May 27, 2021
Twitter was the latest platform in which ARMYs, the loyal fanbase behind K-pop phenom BTS, showed their love and support - in the form of 300 million tweets about the group s latest single Butter.
Proving itself as one of the most concerted fanbases ever, the ARMY has begun its social media campaign far before the latest BTS track was released on May 21, midnight ET. The BTS Butter release was accompanied by a world premiere performance on May 23, 8 PM ET, at the globally streamed 2021 Billboard Music Awards (BBMAs).
The tweet campaign was found to hit its peak sometime around the actual release, from midnight to 1 AM ET on the 21st, with the global fanbase averaging 5 million tweets per hour.
Butter on the Billboard Music Awards 2021 (BBMA) stage today.
Performing remotely in South Korea, the Grammy-nominated septet pulled off yet another smooth-like-
Butter performance for the television debut of their new single. The Louis Vuitton ambassadors kept it sleek and simple by wearing all-black suits, although they each wore different jackets from leather on Jungkook to gold-trimmed lapels as seen on Jin.
The performance started out at what looked like a makeshift studio in a warehouse and made several transitions to other “locations” such as the Billboard Music Awards red carpet and ended on a huge stage fitting for a band that keeps sweeping awards and breaking records as they make their moves all over the world.