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Fans of BTS' V, aka Kim Taehyung, praised Compose Coffee for its strong support of the artist when the coffee chain screened his latest music video, Winter Ahead, in all of its stores nationwide. The move came after some fans expressed concerns about a perceived lack of promotion from Taehyung's agency, HYBE, following the song's release.
Released the previous week, Winter Ahead, which featured Park Hyo-shin, quickly gained traction among fans. However, fans pointed out that promotional efforts from HYBE were not as widespread as expected. In contrast, Compose Coffee stepped in to give BTS' V's new track the visibility it deserved, offering fans the chance to watch the full music video while enjoying their coffee.
On December 2, the coffee brand made the announcement on Instagram, stating:
Trending
"Compose Model V's new song released last week! 'Winter Ahead (with PARK HYO SHIN)' 📺 Have you seen the whole music video?! For composers who love V, Compose Coffee has some good news! 💛 You can watch the music video at any Compose Coffee store nationwide ☺️ (whisper whisper👂) Tell your friends right now and run to Compose Coffee to get certified as #1 in V's music video. 💨💨 #ComposeCoffee"
For many fans of BTS' V, this gesture from Compose Coffee stood as a testament to the power of fans and brands supporting artists when official promotions fell short. Fans were vocal in their support of Compose Coffee, with many taking to social media to commend the brand's initiative while criticizing the lack of promotion from the artist's own agency.
One fan remarked,
"It called supporting your artist !! Some HY.. people should take a lesson from this and actually know what standing by your artist means."
"TAEHYUNG'S brands are doing more work than Hybe," said one fan.
"This is it, the rewards for those who make money for the brand. Since Tae became a model for Compost, the profits are huge. The brand is also very kind to Tae, both promoting and supporting him, more than the company that has been around for ten years. That is really sh**ty." commented another fan [translated].
"Every one who worked with tae tae will support taehyung except bighit and hybe. BIGHIT YOU'RE USELESS HYBE YOU'RE USELESS," wrote a user.
"So cute 😭 Can we say that compose coffee is the most supportive brand that Taehyung has ever dealt with? They promote it better than the company itself," wrote another user [translated].
Others echoed similar sentiments, highlighting how the brand’s efforts made a significant impact in promoting the song.
"Compose Coffee announces they will broadcast “Winter Ahead” music video in all their stores nationwide in South Korea!! 💛 The way Taehyung’s every brand is supporting him and treating him like the king he is shows his impact in the company," said one netizen.
"omg that's so sweet 😭 i wish we had a compose coffee shop here, I'd visit every day to watch winter ahead there while drinking a warm cup of coffee next to a taehyung cutout," commented another netizen.
"Taehyung and his people. Thank you Compose Coffee. Taehyung and you are both in good hands," said a fan.
BTS' V drops Winter Ahead mv featuring Park Hyo-shin, announces White Christmas release
BTS' V released the music video for Winter Ahead on November 29, 2024, featuring acclaimed singer Park Hyo-shin. The track was recorded and filmed prior to Taehyung's enlistment in the military.
Leading up to the music video’s release, BTS' V dropped the first teaser for Winter Ahead on November 24 via HYBE Labels' official YouTube channel. Afterward, he expressed gratitude on social media for fans sharing the teaser. However, fans alleged that HYBE Labels had not posted any teaser or promotional content for Winter Ahead on their official channels, which led to online discussions on HYBE's alleged neglect of the idol's solo projects.
The smooth jazz-pop ballad Winter Ahead captures the soothing harmonies of both BTS' V and Park Hyo-shin. The song, composed by Grammy-winning artist Jesse Harris (famous for Don't Know Why), conveys a warm, intimate atmosphere centered around the comfort of being with loved ones.
BigHit Music shared details about the release, describing Winter Ahead (with Park Hyo-shin) as a jazz-pop track with a rich, calming tone. The song highlights the harmonious vocals of both artists and carries a heartfelt message about finding joy in the presence of a loved one. The statement from BigHit encouraged listeners to let BTS' V’s soothing performance bring warmth and comfort as they close out the year with those who matter most.
A cinematic version of the music video was released the following day, November 30.
On December 6, Taehyung is set to release his version of the timeless holiday classic White Christmas, originally performed by Bing Crosby 80 years ago. The song will be available at 2 pm KST.
BTS' V is presently serving his mandatory military duty along with group members Suga, RM, Jimin, and Jungkook. The entire lineup is anticipated to finish their service and reunite by June 2025.
