Marina Murad
Art Director & Designer
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Spotify K-pop On!

K-Pop is Asia’s biggest genre export with 8.6B monthly streams. K-Culture infiltrates many facets of the cultural zeitgeist, including entertainment/film, fashion, gaming & social media, giving consumers infinite touchpoints to showcase their fandom & connect with other fans. The K-Pop ON! (온) playlist is the most influential playlist for K-Pop fans across the world. It is a global, curated playlist that features the latest and greatest in Korean music, with over 4M likes and counting. And these social posts helped prove Spotify’s credibility in K-Culture by showing why K-Pop ON! (온) is more than just a playlist, it’s a movement.

Music videos were created to dive into the destination playlist for the K-Pop movement, music, and more.

New merch and collectibles are released often, and K-Pop album box sets even include exclusive photo books and exclusive photo cards.

Month in review

Recently Added

Roblox K-Park extension: creating and defining a holistic landscape for Spotify’s approach to K-Pop. As K-Park on Spotify Island is one of the first activations leveraging the K-Pop genre in, offering Roblox merch slots to several K-Pop artists to launch with the playlist.