fan to featured

During the 2025 GRAMMYs, we dropped the music video for the most anticipated single of the year: Lady Gaga’s ‘Abracadabra’. 

But it wasn’t just a music video. 

It was a global casting call to be featured in the official Fan Edit.

The BTS footage of ‘Abracadabra’ that launched the global audition.

1.4B views in one week

2/3 of all TikTok saw it. In. Just. 24. Hours.

215% increase in TikTok followers

#1 branded hashtag in 2025