Spotify has unveiled a series of short dynamic films as part of its latest global campaign featuring K-pop artists B.I, ITZY and SEVENTEEN. The campaign aims to spotlight Spotify’s flagship K-Pop ON! (온) playlist comprising a range of K-pop artists and its vision to be the ultimate destination for artists and fans to embrace all that K-Pop has to offer.
Inspired by the endless possibilities in 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 B.I cruises through a futuristic digital metropolis while ITZY sets up for an electrifying Neon Carnival. Meanwhile, SEVENTEEN takes fans on an escape to a mysterious wonderland hidden in lush mountains.
Over the course of the campaign, Spotify will be screening the films and releasing other exclusive content such as photo cards, behind-the-scenes and personal interviews across its social media platforms. According to Spotify, the K-Pop ON! (온) playlist has over 4 million followers worldwide, and over 2 billion streams since its launch in 2014. MARKETING-INTERACTIVE has reached out to Spotify for additional information.
Separately, Spotify had also rolled out a personalised "Upside Down Playlist" in partnership with Netflix's Stranger Things. The curated collection of songs features a mix of listeners' recent and past favourite songs, as well as recommendations from the team behind Stranger Things. The collection updates automatically each day, and can also be accessed via Spotify's Netflix hub.
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