YouTube may have been the first global streaming service to help K-Pop artists break worldwide, but in 2022 Spotify is very keen to stake its own claim in that space.
In February it said it was averaging just under 8bn monthly K-Pop streams globally, up 27% year-on-year. Since then it has rebranded its flagship K-Pop playlist and added a K-Pop hub to its recently-launched island on Roblox.
Now Spotify is expanding its editorial ambitions with the launch of a separate website called K-Pop ON! Track, riffing off the new playlist brand. Spotify is promising news, artist interviews, “industry updates, trends, and more” on the new site, although we sense the focus will be firmly on positivity – and of course promotion for Spotify as the place to listen to the music.
The launch came with confirmation that K-Pop is now doing more than 8bn monthly streams on Spotify (a new BTS album helps with that!) while the ‘K-Pop ON! (온)’ playlist has more than 3.9 million followers.
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