MANILA, Philippines—Spotify has unveiled the anniversary festivities for K-Pop ON! (온), its renowned global K-Pop flagship playlist, aimed at providing listeners a stage to explore the finest from the genre. In celebration of this milestone, the leading audio streaming subscription service is set to debut an exclusive Spotify Singles series featuring ENHYPEN, SHOWNU X HYUNGWON (of MONSTA X), and STAYC.
A nod to K-Pop’s pioneers and shared passion
Centered around the theme of “My First K-Pop Crush,” these Spotify K-Pop ON! (온) Singles feature covers of songs by the senior artists who initially ignited their passion for K-Pop. It’s a tribute to every fan’s journey, beginning with that first artist who captured their hearts with artistry and flair, inviting K-Pop enthusiasts worldwide to celebrate their shared love for the genre and its originators.
Image Courtesy of Spotify.
The Spotify Singles for the K-Pop ON! (온) First Crush campaign will be exclusively released on Spotify every two weeks. ENHYPEN’s release kicks off on February 16, followed by SHOWNU X HYUNGWON’s on February 29, and STAYC’s on March 15.
With each release, expect exclusive bonus content on Spotify’s K-Pop ON! (온) Video Podcast and YouTube channels. From performance videos to behind-the-scenes glimpses and more, Spotify invites fans to delve into the stories behind the artists’ First K-Pop Crushes, the significance of their song choices, and how the original artists influenced their K-Pop journey.
Image Courtesy of Spotify.
“Beyond celebrating our dedication to spreading K-Pop worldwide and connecting Korean artists with fans and new audiences, Spotify’s K-Pop ON! (온) First Crush campaign embodies how K-Pop enriches lives, spreads positivity, and unites listeners globally, regardless of language or origin,” stated Jungjoo Park, Korea Head of Music at Spotify. “We’re excited to collaborate with ENHYPEN, SHOWNU X HYUNGWON, and STAYC to introduce the first-ever Spotify K-Pop ON! (온) Singles and ignite a movement celebrating the shared love for the genre.”
Celebrating a decade of K-Pop global domination!
Since Spotify launched its flagship playlist, K-Pop ON! (온), in 2014, it has garnered over 5.3 million followers worldwide and amassed billions of streams for Korean artists, transcending borders and languages.
With a staggering 5647% increase in yearly streams since 2015, K-Pop ON! (온) has become a global phenomenon, with the Philippines ranking as its third largest market, showcasing the genre’s widespread appeal.
Not only a hub for fans to unite over their love for K-Pop, K-Pop ON! (온) has also become vital for artists seeking global recognition. In 2023, Spotify expanded its K-Pop ON! (온) franchise, launching video podcasts and YouTube channels, and offering fans exclusive content and insider access to their favorite idols.
Thanks to Spotify’s commitment to music discovery, K-Pop streams have surged globally, with a 182% increase in the US, 423% in Southeast Asia, and a whopping 362% globally since 2018. Locally, K-Pop’s popularity has soared, recording a remarkable 343% growth in Spotify streams from 2018 to 2023.
From a regional niche to a global sensation, K-Pop’s top export markets on Spotify now include the United States, Indonesia, the Philippines, Japan, Mexico, Thailand, India, Brazil, Malaysia, and Canada.