BTS shares a "Kinetic Manifesto Film" for its new single, "ON"—but what the hell does it all mean?

    1 of 2 2 of 2

      The new BTS album, Map of the Soul: 7, officially dropped today, and to mark the occasion, the K-Pop act also released a video.

      Actually, scratch that. In much the same way that the video for "Black Swan" was not actually a video but was, in fact an "art film", the one for "ON" is billed as a "Kinetic Manifesto Film: Come Prima". 

      What does that mean? I don't know, but I'm pretty sure it's just a pretentious way of saying "music video".

      In the clip, the group is seen performing on a concrete structure that—and I'm just speculating based on the presence of members of The Lab and the Blue Devils, both based in California—is likely somewhere in the Sunshine State, possibly part of a dam or aqueduct.

      BTS has made no mystery of the fact that Map of the Soul: 7 draws inspiration from the ideas of Carl Jung. Lyrically, "ON" seems to be an exploration of the concept of the "shadow self", defined by the website High Existence as "those aspects of the personality that we choose to reject and repress".

      As Jung wrote:

      The shadow is a moral problem that challenges the whole ego-personality, for no one can become conscious of the shadow without considerable moral effort. To become conscious of it involves recognizing the dark aspects of the personality as present and real. This act is the essential condition for any kind of self-knowledge.

      In his verse, RM sings "Look at my feet, look down/The shadow resembles me/Is it the shadow that's shaking/Or is it my feet that are trembling."

      It's all very deep. So deep, in fact, that I still have no clue what any of it means—but it sure looks cool.