BTS’ Gwanghwamun Comeback to Be Directed by Super Bowl Halftime Show Director Hamish Hamilton

BTS’ highly anticipated full-group comeback will unfold on one of the world’s biggest stages under the direction of Hamish Hamilton, the globally renowned live-event director best known for leading the Super Bowl halftime show.

A Director Behind the World’s Biggest Live Moments

Netflix confirmed on February 4 that Hamilton will direct ‘BTS Comeback Live: ARIRANG,’ set to take place on March 21 at 8 p.m. KST in Seoul’s Gwanghwamun Square. The performance will be livestreamed to audiences in over 190 countries, marking BTS’ first full-group comeback stage in nearly four years.

Hamilton, a UK-born director often referred to as the “king of live events,” has helmed some of the most high-profile global productions of the past decade. His credits include the 2012 London Olympics opening ceremony, as well as repeated roles directing the Academy Awards, Grammy Awards, and Emmy Awards.

Most recently, Hamilton directed Kendrick Lamar’s Super Bowl halftime show, which drew worldwide attention for its scale and visual precision. He also served as a director at the 2026 Grammy Awards, where ‘Golden’ from Netflix’s K-Pop Demon Hunters made history as the first K-pop song to win a Grammy.

A Global Livestream From the Heart of Seoul

The Gwanghwamun performance is expected to draw tens of thousands of fans on site, with millions more watching via Netflix’s global livestream. Seoul city officials announced that comprehensive safety measures will be implemented, including real-time crowd monitoring, temporary subway station bypasses near the venue, and multilingual safety messages displayed across nearby screens.

The event is positioned not only as a concert, but as a symbolic cultural moment, placing BTS’ return at the historic center of Seoul.

‘ARIRANG’ Album Builds Momentum Ahead of Release

BTS’ upcoming fifth full-length album, ‘ARIRANG,’ will be released one day before the concert, on March 20. According to BigHit Music, the album has already surpassed 3 million Spotify pre-saves, reaching the milestone within 19 days of its announcement.

The figure places BTS among the highest pre-save performers globally. The current all-time record is held by Taylor Swift’s ‘The Life of a Showgirl,’ which exceeded 6 million pre-saves prior to release.