South Korean boy band BTS released the official performance video for the song “Hooligan” in early April 2024 [1].
The release marks a significant step in the group's thematic storytelling for their fifth album, “ARIRANG.” By blending high-concept visuals with performance, the group continues to expand the narrative world associated with this specific album era.
The video, produced by the London-based company London Alley [2], utilizes a dark dystopian-fantasy visual concept [3]. This aesthetic places the members of the group within a grim, imagined landscape to complement the track's energy. The production serves as the third visual released during the ARIRANG era [4].
There are slight variations in reported release timing due to time zone differences. The video was posted on April 7, 2024 [5], while it was officially released at midnight KST on April 8, 2024 [1]. The performance was uploaded to the official BTS YouTube channel for global distribution [2].
“The members of BTS are not to be messed with in the new music video for their ARIRANG single ‘Hooligan,’ with the visual serving up dystopian fantasy vibes,” Hannah Dailey said [6].
To promote the release, the group used social media to engage their global audience. In an official Instagram post, the group said, “Watch this, watch this beat goin' #Hooligan #BTS #방탄소년단 #BTS_ARIRANG” [7]. The track and its accompanying video are designed to maintain the momentum of the album's promotional cycle through a combination of music, and cinematic storytelling.
“The video utilizes a dark dystopian-fantasy visual concept.”
The release of 'Hooligan' demonstrates BTS's continued reliance on 'era-based' marketing, where music is paired with a cohesive visual and narrative identity. By partnering with an international production house like London Alley, the group maintains a global aesthetic standard that supports their position as a dominant force in the international music market.
