BTS Was Very Smart To Break With Tradition And Rerelease Their Song 'Make It Right': Here's Why

BTS is back on the charts in a number of countries this week with their song "Make It Right," which was originally shared with fans in April. The group re-released the popular album track on October 18 with a new verse by rising pop talent Lauv, making it a bilingual collaboration ( a tactic the band has relied on to hit new highs on various tallies).

The re-release isn't just fan service or a fun extra push, it's a very intelligent move for all involved, especially BTS, even if it goes against their usual way of doing things.

Typically, BTS promotes one song from every project as a standout single, and it receives most of the attention when it comes to radio promotion, online marketing and budgets for things like music videos and large-scale public performances. These tracks are usually shared at the same time, or right around the time of an album or EP's drop. After several months, when the hype dies down, the seven members are often ready with new music, and the whole cycle begins once again.

BTS is mixing things up with "Make It Right," as this new promotional effort comes half a year after the album it was initially featured on, Map of the Soul: Persona, debuted at No. 1 on the Billboard 200, becoming their third consecutive chart-topper. For the most part, the public has quieted in their excitement of the title, and it recently departed the albums ranking.

When the Billboard 200 refreshes tomorrow (October 29), Map of the Soul: Persona will be back, thanks in large part to the immediate success of "Make It Right," which also stands a good shot at making its way to a handful of Billboard charts, perhaps including the Hot 100.

"Make It Right" keeps people interested in Map of the Soul: Persona, maybe for several more weeks. Even if it disappears again in a few frames, the re-release will still have served its purpose, and it may even have a shot at becoming another proper hit for the band.

Looking at BTS's typical release schedule, they'd already be gearing up to share a new album by this point, but they may not be quite ready to begin another era. The seven singers recently took a very short hiatus, and they're now hard at work on what's next. This re-release buys them more time to craft another K-pop masterpiece, it makes their legion of fans happy, it earns them at least a few more streams and sales, and it keeps their names in the press.

At a time when another K-pop act recently matched one of BTS's most impressive chart feats in the U.S. (new supergroup SuperM debuted their first-ever release at No. 1 on the Billboard 200, becoming just the second name from the genre to do so), it's smart for the septet to do something to remind everyone how popular they still are, even if they're relatively quiet for the moment.