Like all things related to the popular K-pop boy band BTS, pandemonium broke out online yesterday when the group debuted a clip of their new single on TikTok, only for part of the app to stop responding.
Not long after the clip was posted, part of TikTok’s search function – a specific for looking up certain sounds, such as a number – started displaying error messages. People who try to use the specific search function, including several Verge employees were greeted with messages that the app could not connect to a network. The rest of TikTok functioned properly, but BTS fans quickly started tweeting about how they broke the app by flooding the app while trying to find the number.
It is not a bad guess; have the BTS ‘army’, as they often refer to themselves reportedly overloaded with other apps and websites trying to gain access to new merchandise, concert tickets and debut, but that didn’t happen this time. A TikTok representative has confirmed The edge that the problem was “a URL link to the track that needed updating, not an app crash.”
In fact, the wrong link was used and part of TikTok’s search no longer worked. TikTok replaced the link and videos with the song started streaming in. At the time of writing, there are 58,000 videos using the song – an impressive achievement given the song released on TikTok less than 24 hours ago. Videos with the # onchallenge hashtag, which debuted alongside the song on TikTok, have collected more than 22 million views. Some of the biggest makers of TikTok, including Just Maiko, Tony Lopez and ThunThun Skittles, have participated in the trend.
BTS is not the first massive, regular artist to use TikTok as a way to increase the popularity of a song. Songs that go viral on TikTok have led to enormous success for musicians. The most striking is that the “Old Town Road” of Lil Nas X partially achieved its viral success after becoming a popular TikTok number and dance. Justin Bieber has set up an aggressive TikTok strategy to stimulate streams and downloads of his recent single ‘Yummy’. Record labels began to see how TikTok helped launch a career for some of the greatest artists working today and began to urge their musicians to focus directly on TikTok.
The new BTS album, Map of the Soul: 7 can be purchased and streamed today.