[SINGLE] 🔥 Flames 🔥 w/ Mod Sun

^ Well, not physically. Basically artists will do a quick live show on their youtube channels leading up to the official countdown feature. Usually talking about the song and the MV they are premiering and answering fan questions to hype people up. It's a very effective way to gain traction on the platform so that when the MV drops they've maximized the number of people from their built-in audiences on youtube ready to watch the video and generate the first views. And with large early views your videos will more likely get picked up by youtube's algorithm, so all in all it's a way to interact and engage with the audience (which is why it feels like a release party -- an event -- rather than just dropping the MV alone) and it also helps improve early numbers, which will subsequently help spread the video further.

It's something quite a few big artists have been doing recently for their lead singles or other significant releases. But it's a recent technique, so I don't blame you if you haven't seen it. A recent example was Shawn Mendes x Justin Bieber using this strategy for their song 'Monster'.