Dear Gossips,

It’s been about four years since I started mentioning BTS on this site. And, generally, I’ve been able to keep my obsession in check. But, man, the last few weeks have been out of control as we approach the release of their new album, Map of the Soul: 7. The way they engage their fans, I mean this rollout has been deadly, with select appearances through January, video and concept photo drops, it’s a relentless assault. 

Seriously, I feel trapped. I feel like I’ve been trapped – because I am trapped: all I do is watch practice videos and past live performances and check my feed for any new gifts. It almost … malicious…what they’re doing, since it’s intentional, this crazy ass effective marketing push designed to bring out the mania, and now it’s like being caged by the overstimulation. 

I’m telling you this because it’s going to get worse. Friday is when the album comes out and they’ll be appearing on The Today Show to continue their North American takeover. 

Looks like NBC won the BTS sweepstakes because after that, on Monday, February 24, so a week today, The Tonight Show with Jimmy Fallon will be BTS only: a full hour of (pre-taped) BTS content as RM, Suga, j-hope, Jin, Jimin, V, and Jungkook spend time with Jimmy around New York City, riding the subway, popping in at Katz’s Deli, and a performance… at Grand Central Station. How they managed that with no leaks is Beyoncé-level secrecy and NDAs. 

Yesterday the tracklist for Map of the Soul: 7 was posted: 

There’s a collaboration with Sia on the song “ON”. The video for “ON” comes out Friday, February 28. By now you probably know that BTS is known for their choreography. And every time they come out with a video, there’s a new signature dance move/routine. The expectations are high for this one. 

What did I just say? This is an unyielding, ruthless attack. I’m not ready. But I’m letting you know so that you can be ready for how f-cked up it’s going to be over the next few days and even more unavoidably f-cked up after Friday, especially if you spend time on social media. They are coming for all of us. 

Yours in gossip,