Today, when you get to know a recording, whether digital or paper version, the first thing you perceive is the album cover, not the music. Based on this fact, music alone is not enough to complete an album. In the digital age, artists try to create a coherent creative concept throughout the album promotion process to represent the era in their music. In this concept, album covers are one of the first aspects an artist should consider. There are no restrictions on what the artist wants to do with the album cover. They can take the form of photography, drawing, digital illustration, or any other possible form an artist can think of. Thus, in addition to the music, the cover connects the musician with the listener and, more importantly, expresses their artistry and conveys the hidden message of the entire album.
Currently, one of the most famous music styles is K-pop or Korean pop. It is a musical genre that originated in South Korea and incorporated elements of various musical styles. One of the most prominent representatives of K-pop is the BTS group, which is a pillar of the modern Korean industry. BTS’s videos gain millions of views per day, albums constantly hit the first positions of the US Billboard 200 charts, and songs are played not only in Asia but also in the CIS countries, the USA, and Europe. My particular attention was drawn to BTS’s Map of The Soul: 7 album, whose cover is a visual representation of both the music featured in it and the group’s history as a whole.
The cover looks rather stylish despite its simplicity. Against a white background with gray stripes, we see a multi-colored number 7. The album cover design for Map of the Soul: 7 was developed by Korean graphic studio Sparks Edition. The design is centered around the layered 7, which is part of the album’s title. According to BTS Global Press Conference ‘MAP OF THE SOUL: 7 (00:27:51-00:28:34), each member of the group chose the font for each number. RM opted for a bold and stiff printing type. Jin chose a thinner font, and Suga selected a traditional, bookish type. J-hope opted for swirling handwriting, Jimin took for a curved print, V chose a bold serif, and Jungkook opted for a minimalist type. As a result, the figure depicted has acquired a unique shape, incorporating the exceptional features of each participant. Thus, the form of the album cover reflects the personality traits of each of the band members.
Since there is a figure on the cover, it can be considered the meaning of the image in numerology. Seven is the number of extraordinary and creative personalities and people with original thinking and creative outlook on life. Most people associated with the 7 are successful in this area. Furthermore, there are seven musical tones – notes. According to the designers of the cover of the Map of the Soul: 7, it symbolizes many meanings, including excellence, craftsmanship, and determination. Thus, the cover of the album contains the sacred meaning of the number 7, which also characterizes the success of BTS.
The number of colors included in the figure is also seven. The superimposed colors reflect dynamism, freshness, and power, and the cover seems to come alive with a riot of colors. Notably, four different cover designs were developed for the album to accompany the concept photographs of each version. According to BTS Break Down Their Albums, From DARK & WILD to MAP OF THE SOUL: 7 | Pitchfork (00:13:05-00:13:44), each of the covers has a unique color scheme and conveys the appropriate mood. In the first version, the cover is in pastel colors and matches the concept photo of the BTS members dressed in white like swans. The second version is made in dark blue and reflects the depth and partly gloom. The dark theme is consistent with the photo depicting BTS as fallen angels with black wings, referring to their single “Black Swan.” The third version is also made in dark colors, but thanks to the red color, the cover gets liveliness and conveys a sense of recognition and will of the group. The final version, which is the central theme of the cover, contrasts with other more dramatic and darker versions. It corresponds to a conceptual photo that focuses on the personality of each member, their “true self.” With seven colors intertwined on a white background, the cover reflects the traits of each BTS member.
The correspondence of the cover image to the group’s history deserves special attention. It is noteworthy that the BTS group, consisting of seven members, has been delighting a multi-million audience with its work for seven years. Through the album Map of The Soul: 7, the BTS members want to show their growth as artists. Their path has not always been smooth, and there have been various difficulties that they had to face on their way to becoming world superstars. But the scars left by these severities are part of their personality. Moreover, the album was announced by the group on January 7, 2020. Thus, the album cover contains a whole story that tells about the creative path of the performers.
The number seven is the key to the Map of The Soul: 7. Although a team of creative designers designed the album cover, all BTS members also essentially chose the 7, representing the group’s journey over seven years. At the same time, the colors and fonts of the cover reflect the uniqueness of each member of the group. This cover can be considered a separate piece of art not only due to its actual content but also a visual reflection, which contains dynamism and liveliness.
Works Cited
“BTS Global Press Conference ‘MAP OF THE SOUL : 7.” YouTube, uploaded by BANGTANTV, 2020, Web.
“BTS Break Down Their Albums, From DARK & WILD to MAP OF THE SOUL : 7 | Pitchfork.”YouTube, uploaded by Pitchfork, 2020, Web.