K-pop boyband BTS is once again on a record-breaking spree.
BTS's summer single, 'Butter' has topped the Billboard Hot 100 chart for the fifth week in a row.
"Get it, let it roll"
Before BTS, no pop group has ever topped the Hot 100 for five straight weeks.
"Butter" has proven even more popular than "Dynamite,". which was number one for a total of three weeks last year.
"'Butter" is likely to win more awards than "Dynamite," especially at the Grammy's. They consider a song's mass appeal as well as its artistic value. So "Butter" has a good chance to win rave reviews from the Grammy's selection board. "
But Butter's popularity continues to grow by the day.
Data accumulated last week noted a 15-percent increase in the song's sales.
In the last week alone, the number of the song's downloads totaled up to more than 128-thousand.
And in each of the past five weeks, BTS's 'Butter' has sold more than 100-thousand downloads, the first song to do so since Ed Sheeran's, 'Shape of You,' which was released in 2017.
'Butter' has also increased its radio presence, with the song growing 6-percent in radio airplay audience impressions with 27.6 million points.
"Butter is a retro pop dance music that has universal appeal. This song doesn't feel exclusively Korean. Everybody, including listeners in North America, feels good after listening to the song, which is why it's so popular."
BTS's feat with "Butter" is impressive all around.
Billboard said on Monday that out of the all 54 songs in the history of Billboard that have topped the Hot 100 chart upon debuting, there were only 11 songs that spent the first five weeks at number one.
And "Butter" is one of less than a dozen.
Also, BTS are the first Asian artists to remain at the apex of the chart for more than four weeks.
The previous record was set by a Japanese singer in 1963 whose song retained the number one spot for three weeks.
BTS have now spent a total of 10 accumulative weeks at the top of the Hot 100 chart, with "Butter," their fourth song to help them to gain this accolade.
Kim Yeon-seung, Arirang News