BTS are already driving in their own lane. Now they’ve scored a tie-in with a Hyundai to help drive them even further ahead.
The K-pop superstars today (Sept. 2) release the music video for “IONIQ: I’m On It,” through an ongoing partnership with the South Korean car maker.
The new song and its slick, Hanki Goh-directed clip celebrate the launch of Hyundai’s new EV brand, IONIQ.
“We had a lot of fun filming this video,” explain BTS in a statement. “It’s been a while since a music video style ad has come out like this. It didn’t feel like a commercial shoot. It felt like an actual music video shoot.”
Evolution and smart technology are key messages behind the song and the vehicle. “Change always starts small at first, but we feel things are really starting to change with eco-friendly technology,” BTS say. “[We] think we’ll look back and realise IONIQ was one of the starting steps.” they continue, “What we love is this idea that if you work harder and harder, it’s possible to see and create new opportunities and rewards for the future.”
As part of the promotion, “IONIQ: I’m On It” is downloadable for free from the Hyundai website, and the car manufacturer will get ARMY in a frenzy with a limited-edition BTS merch giveaway.
According to a statement, Hyundai has produced an MP3 containing the song and BTS members’ individual messages to fans.
BTS are enjoying a week to remember. Their first English-language track “Dynamite” blasts to No. 1 on the Billboard Hot 100, for BTS’ first leader on the songs chart. In fact, they’re the first all-South Korean group to lead the Hot 100.
Watch the video for “IONIQ: I’m On It” below.