BTS planned to perform as a group for the first time in the U.S. and HYBE wanted an out of the studio, once in a lifetime experience for fans. ESM Productions shaped their impactful vision and evaluated several sites as an on the ground extension of the client. Initially, HYBE prepared for an outdoor performance for BTS’ new releases, ‘SWIM’ and ‘2.0’ for NBC’s Tonight Show with Jimmy Fallon. But ultimately selected Guggenheim Museum.
Executive Producer Scott Mirkin and the ESM Productions team overcame the complexity and restrictions the Guggenheim Museum implemented. ESM Productions staged a 32' x 32' performance space and executed the creative vision while balancing the hurdles of working in a world-renowned museum.
The team bussed an audience of 200 people from the 30 Rock to the Guggenheim Museum, while keeping the news a secret. With 18 hours from load in to load out, only two hours to shoot, and no room for error, ESM Productions perfectly executed the project. Fans had a chance to see BTS perform ‘SWIM’ and ‘2.0’ just a few feet away, and millions of viewers on NBC and YouTube also got to watch their first performance back to together as a group.