YouTube has turned to K-pop mega-group BTS – and its global fan base ARMY – to boost the platform’s Shorts video clip functionality.
BTS and YouTube have officially announced the Permission to Dance Challenge, inviting people around the world to record and share their own 15-second versions of the band’s clip for their recently released hit. The challenge starts on Friday July 23 and runs through Saturday August 14, exclusively on YouTube Shorts. BTS previously teased the challenge in a YouTube Shorts video on July 9.
What is the price? As part of the challenge, BTS will highlight some of the group’s favorite entries on YouTube Shorts in a compilation video – which for some fans can be priceless. Participants are encouraged to use the hashtags #PermissiontoDance and #Shorts for their videos to be considered (YouTube has stated that the shorts will not be used without the creator’s permission).
Starting this Friday, anyone can create a 15-second YouTube short from the service’s mobile app, replicating basic dance moves from BTS’s “Permission to Dance” clip. The dance moves of the challenge include the international sign language gestures for “peace,” “dance,” and “joy” that the septet uses in the clip.
“Just as ‘Permission to Dance’ sends the message that you don’t have to ask anyone’s permission to dance, we hope that we can bring people from all over the world to dance with us, without any limits or constraints,” Shin said. Young Jae, Managing Director of Big Hit Music. “We’re so excited to see this challenge come to life on YouTube Shorts and can’t wait to see what you all create.”
YouTube’s partnership with BTS on the challenge comes after it was announced that Shorts – a shortened TikTok-style video feature – was expanding to more than 100 countries worldwide. That’s up from 26 countries previously, including the United States and India (where it was initially deployed last fall).
BTS is among the top five most watched musical artists on YouTube (not to mention other platforms). Over the past 12 months, the group’s videos have garnered more than 10 billion views on the platform. BTS has over a billion views for three different music videos: “DNA”, “Boy With Luv” and “Dynamite”.
In May, the Korean supergroup broke their own record for most views on YouTube in the first 24 hours of release with their music video for “Butter” with 113 million views. “Butter” also holds the record for the greatest YouTube music video premiere of all time, peaking at 3.9 million concurrent viewers. In addition, BTS’s appearance in Hyundai Motor Co.’s Earth Day-themed ad last year recently ranked number one in the global YouTube advertising rankings.
“BTS are global icons,” Lyor Cohen, global head of music at YouTube, said in a statement. “Beating record after record on YouTube, BTS’s immense contribution to the music world has made it an undeniable force. We are honored to partner with them for the “Permission to Dance” Challenge on YouTube Shorts, helping to spread happiness and build lasting bonds between their YouTube fans around the world. We are excited to see BTS ARMY dancing!