K-pop music and culture collide in Spotify’s latest global campaign

Spotify has unveiled a series of dynamic shorts as part of its latest global campaign featuring K-pop artists BI, ITZY and SEVENTEEN. The campaign aims to shine a spotlight on Spotify’s flagship K-Pop ON! (온) playlist featuring a range of K-pop artists and his vision to be the ultimate destination for artists and fans to embrace all that K-Pop has to offer.

Inspired by the endless possibilities of the vast and varied world of K-pop, the campaign films transport viewers to magical dreamlands where music and culture collide to transform the world around them. Rapper BI navigates a futuristic digital metropolis as ITZY gears up for an electrifying Neon Carnival. Meanwhile, SEVENTEEN takes fans on an escape to a mysterious wonderland hidden in lush mountains.

During the campaign, Spotify will screen the films and post other exclusive content such as photo cards, behind the scenes and personal interviews on its social media platforms. According to Spotify, K-Pop ON! (온) has over 4 million subscribers worldwide and over 2 billion streams since its launch in 2014. INTERACTIVE-MARKETING has contacted Spotify for additional information.

Separately, Spotify had also rolled out a custom “reverse playlist” in partnership with Netflix’s Stranger Things. The curated collection of songs includes a mix of recent and past listener favorites, plus recommendations from the team behind Stranger Things. The collection updates automatically every day and can also be accessed through Spotify’s Netflix hub.

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