Spotify 10th anniversary: ENHYPEN, SHOWNU X HYUNGWON, STAYC

The music platform celebrates a decade of bringing K-Pop to the world.

Spotify has announced the anniversary celebrations for K-Pop ON!, its global K-Pop flagship playlist dedicated to giving listeners a platform to discover and tune in to the best from the genre.

To commemorate this milestone, the world’s most popular audio streaming subscription service will be launching a special series of Spotify Singles headlined by ENHYPEN, SHOWNU X HYUNGWON (of MONSTA X) and STAYC.

Centered around the theme of “My First K-Pop Crush”, these Spotify K-Pop ON! Singles feature covers of songs by the sunbaes (senior artists) who first fueled their love for K-Pop. It’s not just a nod to every fan’s journey into the genre, which began with that first K-Pop artist who made their heart flutter with their artistry and flair, but also a call to K-Pop fans around the world to join in the celebration of a shared passion for the genre, and the artists who started it all.

The Spotify Singles for the K-Pop ON! First Crush campaign are set to drop exclusively on Spotify every two weeks, starting with ENHYPEN’s release on 16 February. SHOWNU X HYUNGWON’s Spotify K-Pop ON! Single will launch next on 29 February, followed by STAYC’s release on 15 March.

With every launch, listeners can also look forward to a series of exclusive bonus content on Spotify’s K-Pop ON! Video Podcast and YouTube channels. From performance videos to behind-the-scenes content and more, Spotify will be letting fans into the stories of the performing artists’ First K-Pop crushes, the significance behind their song selection and how the original artists inspired their journey in K-Pop.

“Beyond the celebration of our commitment to helping K-Pop travel the globe and connecting Korean artists with fans and new audiences, Spotify’s K-Pop ON! First Crush campaign is also a powerful expression of how K-Pop touches lives, spreads positivity and unites listeners regardless of where they are from or the language they speak,” said Jungjoo Park, Korea Head of Music, Spotify. “We couldn’t be more thrilled to be working with ENHYPEN, SHOWNU X HYUNGWON and STAYC to bring the first-ever Spotify K-Pop ON! Singles to the world, and kickstart the movement in celebrating the shared love for the genre.”

As part of its efforts to drive discovery and bring K-Pop to its global audience, Spotify launched its flagship playlist for the genre in 2014. Since then, K-Pop ON! has been “saved” by over 5.3 million Spotify users worldwide and racked up billions of streams for Korean artists -- scaling the genre beyond regional boundaries, languages and cultures.

Since 2015, the number of yearly streams from the playlist has seen a whopping 5647 percent increase globally. The Philippines is the playlist’s third biggest market, after the United States and Indonesia in the first and second spots, respectively. Brazil, Mexico, India, Malaysia, Thailand, Japan and Germany also made it to the top 10 list, reflecting the global demand for K-Pop.