IU might be nervous and really clinging to BTS clout to prevent her upcoming comeback from flopping.

Ever since IU's comeback was announced, all we've seen from Kakao is IU hanging onto BTS members. First as a guest on Yoongi's popular YT show, now with news of V's involvement in her new MV.

What really made me open my eyes was news that the MV was being released BEFORE the actual single on Melon.

Other experts on the Official Digital Thread talked about how this usually bodes poorly for UL counts and digital chart performance, as it presumably dampens demand for the single with the YT video soaking up initial hype. But maybe that's the promotional strategy. Get folks really excited about V acting in the MV to drive demand for the single. Using V's acting for clout seems to be the only reasonable explanation for releasing the MV first (since he's not actually in the song itself).

This is further reinforced by the teaser which i saw that really featured V.

IU playing chess while the rest of us still thinking in checkers tbh.

Damn, i just saw scenes from the MV...i think this theory is more than just a theory...she went HAM for V

Quote from paradis

What does bold even mean??

Actually i worded it badly, more like she went HAM with V. Meaning she's REALLY trying to drum up hype for her comeback using V as the romantic lead in the MV (which has come out before the actual single).

Quote from Rarami

i thought she's really big in korea?

She was the biggest digimon in Korean history, even exceeding BB after BB went to military and had the huge scandal.

But i think she peaked with Eight. I think Next Level sent her into indefinite hiatus, that song ended both 2nd and 3rd gen tbh, and signaled the rise of 4th gen.

Celebrity amassed a few more Gaon points and had way more #1 weeks on Melon than Next Level, but nobody remembers it (even though it's a 9 or 10 out of 10 to me) - 2021 belonged to Next Level. Lilac, Coin and Strawberry Moon never came close to NL as well.