From hero films that bring stans into magical K-Pop dreamlands, to exclusive behind-the-scenes content, artist interviews, and more – Spotify’s latest global campaign celebrates the genre that has taken the world by storm. 

Spotify recently launched its newest global campaign with a series of dynamic films headlined by superstars B.I, ITZY and SEVENTEEN. The campaign puts the spotlight on Spotify’s flagship K-Pop ON! (온) playlist, a range of top 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 us. Fans can expect to join rapper B.I as he cruises through a futuristic digital metropolis, catch the girls of ITZY as they set up for an electrifying Neon Carnival, and escape with the boys of SEVENTEEN to a mysterious wonderland hidden in lush mountains. 

Stans may head to Spotify’s K-Pop ON! Track HERE to watch the films and access bonus content. Learn about what K-Pop means to ITZY, discover who’s on SEVENTEEN’s collab wishlist, and get inspired as B.I shares more of his ritual when he’s in the mood for some music – K-Pop ON! Track is set to be your hub for exclusive content to get up close and personal with the campaign’s star-studded cast. Behind-the-scenes footage is now also available on the platform, and fans can also look out for artist interviews over the course of the campaign. 

A catalyst for emerging and established artists to reach fans with their music and a platform for K-Pop stans and casual fans to discover the best in K-Pop, Spotify’s K-Pop ON! (온) playlist has scaled the genre beyond regional boundaries, languages, and cultures. Since its launch in 2014, the playlist has accumulated over 4 million followers worldwide, and over 2 billion streams, establishing itself as a global hub for the genre that continues to touch lives, spread positivity, and unite listeners through a shared passion for the music.

Following the release of the films, Spotify will continue to engage and inspire fans to turn on the K-Pop movement with a pipeline of exclusive artist content. Uncover your idols’ favorite tracks on @SpotifyKpop, and tune into K-Pop ON! (온) to engage with a series of exclusive reels featuring some of the biggest K-Pop artists. 

Stay tuned to new and noteworthy music with K-Pop ON! (온) HERE. With more than 4 million followers today, fans aren’t just plugging into a playlist when they tune into K-Pop ON! (온) – they are turning on the movement in music, culture, and community.