Brand Purpose Music Spotify

Spotify teams up with K-Pop stars in bid to bring fans and stans to platform


By John Glenday, Reporter

August 25, 2022 | 3 min read

The latest campaign from music streaming platform Spotify enlists the help of Seventeen and BI to tempt K-Pop superfans to its K-Pop On! hub.


Spotify is promoting its K-Pop hub by banding together with top artists / Spotify

Spotify is aiming to position itself as the streaming platform of choice for K-Pop fans in a new campaign headlined by artists BI, Itzy and Seventeen.

A series of short films show the stars reclining in a variety of dreamlike worlds that bring the genre to life through performances, backstage reveals and interviews.

Powered by AI

Explore frequently asked questions

Declaring Spotify to be the natural home for K-Pop artists and fans, the otherworldly ’K-Pop On!’ push includes such sights as rapper BI driving through the streets of a futuristic metropolis.

Meanwhile, fellow K-Pop outfit Itzy strut their stuff through a neon-lit carnivalesque setting.

Rounding out a trio of shorts, boyband Seventeen are shown visiting a mysterious mountain wonderland.

In promoting itself as a hub of Korean music culture Spotify is making a play as the home for for both emerging and hardcore artists, as well as casual fans acquainted with the genre through breakout artists such as BTS.

The focus of the campaign, Spotify’s established K-Pop On! playlist, promises to bring the best K-Pop tunes to new listeners. It’s already drawn over 4 million followers and generated 2bn streams since its launch by Spotify in 2014.

Brand Purpose Music Spotify

More from Brand Purpose

View all


Industry insights

View all
Add your own content +