BTS leader RM summed up the theme of their newest album, Map of the Soul: 7 best during the septet’s appearance on the Today Show in New York City.
“This album is like a big statement and declaration that we admit our destiny, we admit our shadows and lights at the same time,” he said. “We recognize our destiny and all the paths.”
The video for the single, called the “Kinetic Manifesto Film: Come Prima,” is strikingly stark for an important reason. Set in Los Angeles’ Sepulveda Dam, and supported by creative agency The Lab‘s dancers (including “Dionysus” contributing choreographer Sienna Lalau) and the Blue Devils marching band, the visual puts the focus on the group and their message. (The official music video for “ON” will be released on Feb. 28, and an alternate version of the track can be found on the album that features Sia).
“ON,” according to the group, is a reflection of the group’s 2013 single, “N.O,” an intense hip-hop track that detailed the asphyxiating pressure society puts on young people to excel. It recalls the previous single in the visual’s black and white color palette and its opening lines, sung by Jimin and V (as interpreted by notable ARMY translator Wisha):