With the growing rave of the Korean music industry in recent years, Spotify is riding the wave on this global domination by introducing the complete relaunch of their prominent flagship playlist, K-pop Daebak, now known as K-pop ON! (온).
In hopes of elevating the K-pop listening experience, K-pop ON! (온) will take K-pop Daebak’s place as a frontrunner of the global streaming game for Korean music by revamping playlists to promote establishing and emerging artists.
Spotify, well-aware of the impact and upward trajectory of the Hallyu wave, has seen the genre grow by 230% in their listeners’ popularity with over 4.7M searches and counting in the last 90 days. Acknowledging K-pop as “a movement encompassing an entire world of fandom, fashion, community, and more”, Kossy Ng, Head of Music at Spotify Asia, places their vision for the genre in the new name K-pop ON! (온).
The name K-pop ON! (온), is a play on words, representing the vibrance of the industry with new trends, songs and styles at every corner and encourages fans to take on a macro perspective on the widespread phenomenon where they’re not just “turning on a playlist, [fans are] turning on a movement”.
Since its original launch in 2014, K-pop ON! (온), formerly known as K-pop Daebak, and its success have been credited by Spotify to many fan-favourites. Some of their most-streamed artists include household names like BLACKPINK, TWICE, Red Velvet, BTS, and IKON.
Hence, Spotify is celebrating this relaunching with star-studded billboards all across the globe as a thank-you to K-pop artists and fans alike. Fans can anticipate their favourite idols coming to billboards near them like NMIXX in LA; aespa, SEVENTEEN and BLACKPINK in Indonesia; and BTS, NMIXX, and IVE in Japan.
These are just a few of the treats that the platform has, with many more up their sleeve, to be announced at a later date.
Listen to Spotify’s K-pop ON! (온):
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