The Hidden Story Behind BLACKPINK's "How You Like That" Success

BLACKPINK's "How You Like That" shattered records when its music video accumulated an unprecedented 86.3 million views within 24 hours of release. Released on June 26, 2020, as the lead single from their debut studio album, the track quickly became a global phenomenon, reaching number one on charts across Hungary, Singapore, and Malaysia while securing diamond certification in Brazil.

Furthermore, the song's impact extended far beyond initial viewing numbers. The music video reached 100 million views in just 32 hours and 200 million views in seven days, marking it as YouTube's fastest-achieving video for both milestones. In fact, the track's success culminated in multiple accolades, including Song of Summer at the 2020 MTV Video Music Awards, while its choreography video has become the most-viewed K-pop dance video with over 1.7 billion views.

The Strategic Timing Behind BLACKPINK's Year-Long Hiatus

In the competitive K-pop industry where most groups release music multiple times a year, YG Entertainment deliberately kept BLACKPINK in a year-long hiatus before "How You Like That" dropped—a move that proved to be a masterstroke rather than a misstep.

YG Entertainment's calculated release strategy

YG Entertainment has cultivated a distinctive approach to promoting BLACKPINK that differentiates them from other K-pop acts. Rather than following the industry norm of frequent comebacks, the label intentionally spaces out BLACKPINK's releases. This strategy became particularly evident prior to "How You Like That," as the group hadn't released any music since 2020's "The Album". During this period, members pursued individual projects—Jennie explored acting opportunities, Lisa released record-breaking solo singles, Rosé continued developing her singer-songwriter path, and Jisoo expanded her acting career.

This calculated restraint is part of what industry analysts call "gap marketing." The business concept behind this approach is creating a sense of exclusivity and urgency among consumers. When products are released after extended intervals, they gain an aura of rarity, making them more valuable and desirable to the public.

Building anticipation through scarcity

BLACKPINK has mastered the art of generating excitement before new releases through strategically timed content drops. Their team meticulously releases teaser images, videos, and concept photos leading up to comebacks. These teasers create a buzz among fans and media, establishing a sense of urgency and curiosity that builds to a fever pitch by release day.

Additionally, the group maintains a consistent yet infrequent release schedule for their music and content. Fans generally know when to expect new music, variety show appearances, and merchandise releases. This predictable unpredictability keeps their audience perpetually engaged and eagerly anticipating their next move. Through this approach, YG Entertainment allows themselves enough time to construct comprehensive marketing strategies that maximize reach and impact before and after each release.

How the wait affected fan engagement

The extended hiatus created a fascinating dynamic within the fandom. As one fan noted, "There was some speculation leading up to the comeback that Blackpink actually lost fans because of the two-year hiatus". This concern motivated BLINKs to organize massive streaming efforts to demonstrate the group's sustained popularity.

Nevertheless, the waiting period produced remarkable results:

Fan communities developed sophisticated streaming strategies to maximize YouTube views
Streaming tutorials circulated to help fans avoid being flagged as bots
Dedicated fan groups like BBU (BLACKPINK Blink Union) organized coordinated viewing parties

The group's YouTube subscriber count impressively grew from 60 million in April 2021 to approximately 73 million during their hiatus period. Moreover, despite staying inactive for an extended time, BLACKPINK topped January monthly rankings without any new comebacks.

This strategic waiting period ultimately created a hunger for "How You Like That" that translated into record-breaking numbers. As one fan leader explained, "Each comeback, we show growth as a fandom"—proving that YG's calculated gamble with BLACKPINK's hiatus paid dividends when their explosive return captivated both loyal fans and curious newcomers alike.

Breaking Down the Record-Breaking Numbers of 'How You Like That'

When "How You Like That" premiered on YouTube, numbers began climbing at an unprecedented rate, cementing BLACKPINK's position as digital powerhouses in the music industry. The song's performance across platforms not only broke existing records but established entirely new benchmarks for success in K-pop and beyond.

YouTube premiere and 24-hour view records

The moment "How You Like That" dropped on June 26, 2020, it made history with 1.66 million peak concurrent viewers watching the premiere simultaneously. This shattered the previous record held by BTS's "ON," which had registered 1.54 million concurrent viewers.

Subsequently, the video's 24-hour performance proved even more extraordinary. Upon official confirmation from YouTube, "How You Like That" accumulated a staggering 86.3 million views in its first day, handily surpassing BTS's "Boy With Luv" featuring Halsey, which had garnered 74.6 million views.

This remarkable achievement earned BLACKPINK multiple entries in the Guinness World Records:

Most viewed YouTube video in 24 hours
Most viewed music video on YouTube in 24 hours
Most viewed YouTube music video in 24 hours by a K-pop group

The momentum continued as "How You Like That" became the fastest video in YouTube history to reach both 100 million views (approximately 32 hours) and 200 million views (seven days). Within just five days of release, the music video had already amassed more than 170 million views.

Chart performances across global markets

Beyond YouTube, "How You Like That" dominated digital charts globally. The track debuted at No. 2 on the global Spotify chart with 4.073 million streams on its first day, rising to the position in just its second day of release with 4.894 million global streams.

On iTunes, the song reached No. 1 in an impressive 64 countries, later expanding to over 77 countries, making it the girl group song with the most #1 positions. In the UK, "How You Like That" peaked at No. 17, whereas on Billboard's Digital Song Sales chart, the track debuted at No. 2, tying BLACKPINK with The Pussycat Dolls and The Chicks for highest-charting single by an all-female group on this particular chart.

Notably, the song debuted at No. 33 on the Billboard Hot 100, marking another significant achievement for the group. In South Korea, "How You Like That" became the first song by a group to achieve a roof-hit (maximum possible points) on MelOn in 2020.

Streaming milestones that changed K-pop history

"How You Like That" fundamentally altered expectations for what K-pop groups could achieve on streaming platforms. The track marked the biggest girl group debut in Spotify history and eventually surpassed the remarkable milestone of one billion streams on Spotify, making BLACKPINK the first K-pop girl group to join Spotify's prestigious "Billions Club".

In China, the song sold 333,334 downloads on QQ Music in just 15 minutes after release and was certified double Platinum in only 72 minutes – the fastest for any Korean song. Overall, BLACKPINK's Spotify growth has been extraordinary, with the group averaging year-on-year growth of more than 110%, accumulating over 13 billion total streams across their catalog.

Throughout 2021, "How You Like That" continued its remarkable performance, spending 441 days in the top 100 on MelOn's daily chart and 67 weeks on Billboard World Digital Songs Sales chart, including three weeks at #1. The song's longevity ultimately established a new standard for global success among K-pop girl groups.

The Marketing Machine: How YG Positioned the Comeback

Behind BLACKPINK's explosive return with "How You Like That" stood a meticulously constructed marketing apparatus orchestrated by YG Entertainment. As one of K-pop's most calculated agencies, YG positioned the comeback through a multi-dimensional approach that maximized visibility and anticipation.

Teaser strategy and social media rollout

YG Entertainment executed a graduated teaser campaign that built suspense strategically. The rollout began with title posters revealing the song name "How You Like That," followed by a second set of title posters featuring each member individually. The company then released concept teaser videos in pairs - first Rosé and Jennie on June 17, then Lisa and Jisoo on June 18. This staggered approach kept fans engaged throughout the pre-release period.

The final countdown phase intensified excitement with daily "D-1" countdown posters and announcements of a special live countdown broadcast scheduled for June 26 at 5 PM KST, precisely one hour before the music video release. Through this carefully crafted drumbeat of content, YG maintained a perfect tension of anticipation right until the moment of release.

According to industry sources, YG Entertainment invested an extraordinary $3.10 million for the "How You Like That" music video production. This substantial budget allowed for the creation of high-quality visuals with elaborate sets that would become critical talking points after release.

24/365 with BLACKPINK reality show integration

Concurrently with the comeback, YG introduced "24/365 with BLACKPINK," a new reality show strategically timed to complement the release cycle. The show's prologue episode aired on June 13, 2020, garnering over 7 million views even before the official first episode on July 4.

The title itself - created by Lisa and selected by fans through an Instagram poll - was inspired by a lyric from BLACKPINK's song "Whistle". This clever integration accomplished two objectives simultaneously: it provided additional content during the comeback period while creating deeper fan engagement through participation in the show's development.

Episodes aired every Saturday at 9 AM starting from July 4, 2020, through October 24, 2020, effectively maintaining momentum throughout the promotion cycle. This scheduling ensured fans received a steady stream of content featuring the members' natural daily lives, strengthening the parasocial relationship between BLACKPINK and their audience.

Global media partnerships

Undoubtedly, YG Entertainment designed BLACKPINK's marketing strategy with international audiences firmly in mind. The agency deliberately incorporated substantial English lyrics in "How You Like That," making it more accessible to non-Korean speakers around the world.

First thing to remember is that unlike many K-pop agencies focused primarily on domestic success, YG built BLACKPINK specifically for global appeal from their inception. This international focus shaped every aspect of the comeback, including partnerships with global media outlets for exclusive content and interviews.

The group's social media domination - with 91.5 million YouTube subscribers at the time - provided YG with an unparalleled platform for direct distribution of marketing content. This eliminated dependency on traditional media gatekeepers and allowed for precise control over the comeback narrative across all markets simultaneously.

How Fashion and Visual Elements Amplified the Song's Impact

Beyond breaking records and strategic marketing, BLACKPINK's "How You Like That" cemented its cultural impact through groundbreaking visual aesthetics that sparked conversations across borders. The music video's fashion choices and set designs transcended typical K-pop visuals, creating symbolic layers that enhanced the song's message of resilience and confidence.

The iconic hanbok modernization

The most talked-about styling element emerged during the dance break, where BLACKPINK members appeared in modernized hanbok, Korea's traditional attire. These reinterpreted garments, while maintaining traditional traits, were reformed to allow comfortable movement during choreography. This bold fusion of tradition with contemporary design sparked immediate international attention.

Danha, the designer behind Jennie and Rosé's hanbok pieces, explained that Jennie's outfit drew inspiration from a phoenix robe traditionally worn by Joseon Kingdom scholars, while Rosé's design referenced the cheollik, clothing worn by military officials. These cultural adaptations weren't merely aesthetic choices—they represented a deliberate cultural statement that positioned Korean traditional elements on the global stage.

In response to criticism about "distorting" tradition, Danha defended the modernization: "Making modernized hanbok doesn't mean I don't respect our tradition... I want to promote that hanbok has more diverse charms".

Individual styling choices for each BLACKPINK member

Throughout the video, each member's unique personality shone through carefully curated styling:

Jisoo dazzled in crimson lace from Alexander McQueen's resort 2020 collection, paired with a coordinating headdress
Jennie gave Chanel's prim ruffles a contemporary edge
Rosé's platinum hair complemented Marine Serre's distinctive knits
Lisa, as Celine's muse, showcased the brand's glossy column gowns before transitioning to asymmetrical tulle

Consequently, these individually tailored looks highlighted each member's distinct persona while collectively serving the video's visual narrative. This individuality-within-unity approach has consistently been part of BLACKPINK's appeal.

Set design symbolism and visual storytelling

The music video's visual storytelling extended far beyond fashion choices. Vivid colors, dramatic lighting, and symbolic set pieces created a cohesive narrative. Several scenes incorporated elements with deeper meaning—like the black dome featuring continents carved in black with beaming pink lights, symbolizing the group's global reach.

Essentially, the video utilized contrast masterfully—from Jisoo leaning against a blood-covered wall to scenes referencing Greek mythology through a dark replica of the Winged Victory of Samothrace statue. These symbolic elements created visual layers that rewarded repeated viewing.

The set design's vivid colors and dramatic lighting placed focus on both the choreography and the members themselves. This visual emphasis complemented the choreography's attitude and boldness, especially during the final sequence's powerful strut, reinforcing the song's themes of empowerment and resilience after setbacks.

This deliberate visual storytelling approach transformed "How You Like That" from merely a comeback single into a culturally significant artistic statement that resonated with audiences worldwide.

The Business of 'How You Like That' Beyond Music

"How You Like That" transformed from a mere musical release into a comprehensive business ecosystem for BLACKPINK. The song's success extended far beyond streaming platforms, creating multiple revenue channels that demonstrated the group's commercial power.

Merchandise and physical album strategy

The physical release of "How You Like That" hit retailers on July 17, 2020, offering both the track and its instrumental version. This strategic delayed physical release followed the digital drop by three weeks, allowing momentum to build before launching collectible products. The special edition album sold an impressive 302,752 units globally, while South Korean sales alone reached 331,773 copies according to Circle Chart data.

These physical releases functioned as collectible items rather than traditional music carriers, with elaborate packaging and exclusive photocards turning basic albums into coveted merchandise. Indeed, first-day sales on Hanteo reached 155,844 copies, illustrating the immediate purchasing power of BLACKPINK's fanbase.

Brand partnerships triggered by the release

The song's success triggered an avalanche of lucrative brand deals. Each BLACKPINK member secured partnerships with luxury powerhouses—Jennie with Chanel, Rosé with Saint Laurent and Tiffany & Co., Jisoo with Dior, and Lisa with Celine and Bulgari. These endorsement deals reportedly command significant fees, with Lisa allegedly earning $600,000 per endorsement.

Besides individual endorsements, the group collectively partnered with Adidas, Pepsi, Samsung, PUBG Mobile, and Oreo. Their influence among affluent millennials and Gen Z translated directly into sales increases for these partnered brands.

YouTube monetization and revenue streams

Certainly, YouTube provided substantial revenue beyond initial music sales. The "How You Like That" dance performance video alone has generated over 1.7 billion views. When questioned about the video's earnings during a government audit, YG Entertainment's CEO admitted the dance performance video generated "several hundred million won" in revenue.

Both the official music video and dance performance video eventually surpassed one billion views, creating continuous revenue streams years after release. Currently, the song continues making history as the first track by a K-pop girl group to reach one billion streams on Spotify, cementing its status as a long-term revenue generator across multiple platforms.

How 'How You Like That' Lyrics Connected with Global Audiences

The power of "How You Like That" transcends catchy beats, with lyrics crafting a universal narrative that resonated across cultural boundaries. While many K-pop hits struggle to connect with international listeners due to language barriers, BLACKPINK's strategic lyrical approach helped cement their global appeal.

Analyzing the English vs Korean lyrics balance

"How You Like That" strategically balances Korean and English lyrics, making it accessible to non-Korean speakers worldwide. This deliberate choice reflects BLACKPINK's international focus from their inception. The song's repetitive English phrases—particularly the title hook "How you like that"—create immediate connection points for global audiences. Similarly, the inclusion of English in pre-choruses ("I'll kiss you goodbye") and verses provides entry points for international listeners while maintaining the group's Korean identity.

The universal message of resilience

At its core, the song conveys a powerful message of perseverance. As one BLACKPINK member explained, "We believe that this song contains the message that even in the darkest times, we should persevere and fight through. We want everyone to find strength through our music." The lyrics narrate a journey from "rock bottom" to empowerment, with members singing about letting go of toxic relationships and reclaiming control. This theme of resilience resonated deeply with listeners, as Consequence of Sound noted when ranking it among 2020's best tracks for delivering "a positive message of resilience over a slamming, hip-hop-oriented track."

Fan translations and community engagement

Dedicated fan translators played a crucial role in bridging linguistic divides. These translators work tirelessly to provide accurate interpretations of BLACKPINK's lyrics across languages. As one fan translator noted, "These fans can come up with a twisted view of how an idol is like because the only way they're consuming their idols' work is through your translations." This responsibility creates a unique community dynamic where translators become cultural intermediaries. For many international fans, these translations transformed simple enjoyment into deeper emotional connection, with some even keeping notebooks of Korean lyrics alongside English translations to fully appreciate the song's message.