YouTube #Shorts is here. Have you made yours yet?

Jul 29, 2021
bts youtube short

Last Friday, BTS invited the world to dance with them on YouTube Shorts. Their new single, Permission to Dance, sparked the first-ever worldwide dance challenge on YouTube Shorts. The previous week, we made YouTube Shorts available to all users globally, and the world is responding.

YouTube Shorts has arrived and is here to stay. Our new short-form video experience on YouTube is receiving OVER 15 BILLION VIEWS DAILY. We have a lot more work to do on YouTube Shorts, but our goal across all our products continues to be to create the best end-to-end music experience possible. An experience where everything is in one place: Shorts (like mine below), the corresponding music video, the album, the interviews, the performances, and the artist’s entire catalog.


We couldn’t have asked for a better partner in launching this product globally. I’ve seen firsthand the work ethic, creativity, and professionalism the entire BTS and BigHit teams carry that make them the biggest band on the planet.

“With the new BTS song, Permission to Dance, we wanted to show how music and dance can bring the world together despite all the distancing we have recently got used to. It was clear from day one of our partnership that YouTube was truly committed to the same vision. We are proud of the way the Permission to Dance Challenge has become a global movement and we are excited to keep watching the dance Shorts come to life all around the world.”

– Shin Young Jae, General Manager, BigHit Music

I hope you’ll join the challenge yourself and stay tuned for more on YouTube Shorts soon.

With love and respect,


Lyor Cohen

Global Head of YouTube Music