K-Pop sensations BTS’s “Life Goes On (ARMY ver.)” music video [watch timestamps 0:30 to 1:28 here] is a touching compilation of creative TikToks made by their fans — known as ARMY — set to the tune of their November 2020 lead single, “Life Goes On”. BTS directly solicited fan submissions on Twitter for this fan-artist collaboration project a month before this video’s release. Complemented by homemade scrapbook aesthetics, the video starts by featuring clips of the BTS members’ artistic endeavors, but seamlessly transitions at the 0:36 mark to the fan-produced creative clips set in the same style, providing the viewer with a sense of continuity and common ground between artist and fan.
Amidst the loneliness and isolation of the COVID-19 epidemic, “Life Goes On” delivers a message of acknowledgement and hope. The album it features on, BE, was born from each member’s heightened involvement in the music making process, with member Jungkook even personally directing the original “Life Goes On” music video.¹
This ARMY version, released as part of BE promotions, is constructed much like a regular music video, with many parallels to the original. At 0:36, we see on the right a scene of a fan brushing their teeth, much like Jimin does in the official MV; at 0:48, a scene of fans swaying on their couch, as BTS themselves do during RM’s rap verse, and a driving scene at 1:06 akin to how member V is filmed. During the song’s chorus at 1:23, we even witness fan-made choreography, a testament to a traditional K-Pop music video which usually features many choreography snippets.
Yet, what is strikingly unique about this video is the irreplicable enthusiasm of the fans. From intricate paintings of the members to dazzling makeup art inspired by the song’s message, it’s clear that ARMYs are immensely talented, dedicated, and willing to transform their creativity into passion for their favorite artists. Much like BTS, they’re also unafraid to showcase their vulnerability — one fan is shown with their head in their hands, while another films a picture slideshow of previous memories in nostalgia-evoking black and white lens. These clips offer brief snapshots into the lives of many who, like BTS, may have had their world turned upside down by the pandemic, but still believe in the message of hope that the band inspires.
“Life Goes On” is BTS’s intimate conversation with ARMY about how isolation cannot last², and there’s no better way to demonstrate this than with a fan-featured music video. And while many fan-published creative works circulate around content creation platforms, official company-released compilation music videos of fan talents are strikingly unique forms of promotional content that merge the distance between idol and audience. It’s quite refreshing to see companies and artists celebrating their fans and acknowledging their love, not only as a group, but as beautifully complex individuals.
Notes & Further Readings:
¹ Daly, Rhian. Everything we learned from BTS’ blockbuster ‘BE’ global press conference. 20 Nov. 2020, www.nme.com/blogs/bts-be-global-press-conference-2821279.
² Bate, Ellie. “With ‘Life Goes On,” BTS Provides Companionship In Isolation.” BuzzFeed, 20 Nov. 2020, www.buzzfeed.com/eleanorbate/bts-life-goes-on-be-review.