NEW YORK, NEW YORK - MARCH 23: (L-R) V, Suga, Jin, Jungkook, RM, Jimin and J-Hope of BTS speak onstage during Spotify x BTS: SWIMSIDE at Pier 17 on March 23, 2026 in New York City. (Photo by Kevin Mazur/Kevin Mazur/Getty Images for Spotify)

Kevin Mazur/Getty Images for Spotify

There’s no doubt that BTS’s ARIRANG comeback is one of the biggest ones in the music world. So when BTS partnered with Spotify, one of the leading music streaming platforms, it made sense to turn this into a movement, especially for fans in Seoul and New York City.

Spotify first worked with BTS to launch its global promotional initiative, “What is your Love Song?”, featuring a cryptic Spotify EP with six silent tracks (Self-Love, Fandom Love, Romantic Love, Healing Love, Unrequited Love, and Nostalgic Love). The fans were given the chance to vote for one of six categories, and “Self-Love” won, prompting the creation of a BTS-curated playlist featuring songs that embody self-love.

A month later, the Spotify x BTS: SWIMSIDE campaign was launched a week before their album was released on March 10, featuring special in-app experiences, exclusive content from all seven members – RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook – and planned events in Seoul and New York.

Upon the release of ARIRANG on March 20, it became Spotify’s most-streamed album in a single day in 2026 and had more than 5 million pre-saves, a record for the company. It remains at the No. 1 spot this week on three of Spotify’s weekly global charts: Weekly Top Albums, Weekly Top Songs, and Weekly Top Artists.

“It feels surreal, but in a positive way,” RM said in an email through Spotify’s team. “At the same time, I believe it’s important to fully embrace and appreciate this moment. Opportunities like this are rare in life—and ones we always look forward to.”

HYBE / BIGHIT worked closely with Spotify to align with BTS’s identity, ensuring that the playlists and events represented them authentically and reflected what ARIRANG meant to them. As shown in the BTS: The Return documentary, BTS put in a lot of time and hard work to prep for this comeback.

“We focused on making the most authentic music we could at this point in time, and ultimately, when the seven of us come together, that’s what defines BTS,” says Suga.

Jin reveals, “We’ve been preparing this album for quite some time, so I’ve listened to it enough that I naturally find myself humming the songs. Before its release, I had to be mindful of that, but now I can finally sing them freely, which is incredible. It’s something I’ve been looking forward to for a long time.”

This is the first collaboration between the superstars and the streaming platform, which showcases both companies’ global power. Spotify has embraced South Korean artists and the K-pop genre, creating dedicated K-pop playlists and collaborating with K-pop acts such as SEVENTEEN, ENHYPEN, JENNIE, and Stray Kids to promote their albums and events. The streaming service plans to have more K-pop collaborations, finding ways to bring fans closer to their favorite artists.

Last year, Spotify launched its second “Spotify House” Pop-Up in Seoul, featuring music from South Korean artists, with three days of performances and activations showcasing the streaming service’s features.

The Spotify x BTS SWIMSIDE campaign, which celebrated the album’s lead track “SWIM,” featured events centered on the oceanic theme, including a rooftop seaside performance at Pier 17 in New York City and a boat ride along the Han River in Seoul while listening to BTS music.

The New York Spotify event marks the group’s first performance in the US since their Permission to Dance On Stage Las Vegas concerts in 2022. The group performed three songs from ARIRANG, including “SWIM,” “2.0,” and “NORMAL,” to over 1,000 BTS Top local fans on Spotify.

“I was both excited and nervous at the thought of finally seeing ARMY again, especially wanting to deliver a great performance,” Jimin says. “But once I saw them up close, all I felt was nothing but happiness. I’m truly grateful.”

Since the album had already been released, fans sang along with the group, delighting V. He says, “Meeting ARMY in person and hearing them sing along to our songs filled me with so much happiness. It was truly a special and heartwarming moment.”

Prior to their Spotify performance, the group teamed up with Netflix to perform BTS THE COMEBACK LIVE ARIRANG in the heart of the historic Gwanghwamun Square in Seoul, streamed exclusively on Netflix. Their Netflix documentary, BTS: The Return, showcased their album and creative process after all seven were reunited from their mandatory military service (SUGA was the final member to be released in June 2025).

“It means so much that the seven of us were able to come back together and create this album,” says j-hope. “As a team, each member of BTS has a very distinct role, and there’s something truly special about the energy we create together as seven. I’m really happy that we were able to show that teamwork again.”

All the members were given opportunities to perform their solo music, which allowed them to grow individually as artists and reunite even stronger. Jung Kook felt the album was meaningful because it marked them all being reunited. He shares, “Each of us has grown individually and developed a stronger sense of our own identity. Bringing those seven distinct individuals together is what made it so special. Rather than a single defining moment, I’d say the entire process itself is what made this album truly meaningful.”

Spotify has enabled fans to connect more with their artists by offering specialized BTS playlists and opportunities for exclusive content. BTS is grateful to connect with their fans in any way possible.

“We’re back—and we’re truly grateful to everyone who waited for us,” says RM. “More than anything, we hope we can continue moving forward together, finding joy along the way.”

Jin adds, “You’ve waited for such a long time. Now that these songs are finally here, I hope you can take your time enjoying them—and continue to enjoy this journey with us, including our performances.”

SUGA believes the album was the best answer for fans who wanted it, saying, “Because you’ve waited for so long, we wanted to show you through the music rather than just words.”

“At its core, this album exists because of you,” says j-hope. “We wanted to share, once again, who we are—everything we’ve experienced and lived through as artists. We know you’ve been waiting, and that’s what makes this album resonate even more deeply. I truly hope it stays with you for a long time.”

Jimin modestly says, “It’s nothing grand. We won’t settle—we’ll keep moving forward together. And above all, we’ve truly missed you.”

The group started their BTS 2026 WORLD TOUR ARIRANG in Goyang, South Korea, with three days full of concerts. They are now heading to Tokyo, Japan, before going to Europe and North America.

V shares his excitement for ARIRANG, “This album is like a bundle of surprises, filled with a wide range of songs. We hope you enjoy it, and see you at the concert.”

Jung Kook concluded, “We wanted to come back as soon as possible and show you our best. If our music brought you any comfort, that means a lot to us. We’ll keep sharing new and exciting music with you.”

BTS’s ARIRANG is available on all streaming platforms, including Spotify. Physical copies are available at select retailers.