Spotify Launches K-HIP-HOP ROOKIES to Support Rising Artists

Spotify officially announced the launch of the K-Hip-Hop Rookies program to support rising Korean hip-hop artists. As a start, five hip-hop rookies exclusively pre-released a track titled HOP ON THE TRUCK (Prod. Padi) on Spotify.

The world’s most popular audio streaming subscription service, Spotify, has continuously supported the globalization of K-hip-hop. In September 2022, Spotify rebranded its official global Korean hip-hop playlist K-Hip-Hop +82 to KrOWN. Moreover, it also showcased its KrOWN campaign video starring Yoon Mirae, Tiger JK, Dynamicduo, The Quiett, and Jay Park in December.

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Spotify K-HIP-HOP ROOKIES Program

In partnership with ‘The Seed’ project by Amoeba Culture, Spotify established the K-hip-hop Rookies program to support rising Korean hip-hop artists. Amoeba Culture is one of Korea’s leading hip-hop labels with a promising future. Meanwhile, ‘The Seed’ aims to support rising artists to grow and bear fruit in the local hip-hop and R&B scene.

On January 17 at 6 PM KST, five hip-hop rookies, who took part in Show Me The Money 11, pre-released HOP ON THE TRUCK (Prod. Padi) exclusively on Spotify. Following the exclusive release, the track will be officially available on various music platforms on January 20 at 6 PM KST. Additionally, they will release a music video on the official YouTube channels of Spotify and Amoeba Culture.

“Spotify’s support for K-hip-hop is especially meaningful in that many labels and artists have been working hard to continue boosting attention to the genre, particularly after ‘Show Me The Money 11’ was over. We hope the K-hip-hop scene will continue to attract global listeners’ attention in diverse and creative ways through Spotify.”
Amoeba Culture representative.

HOP ON THE TRUCK (Prod. Padi)

The track HOP ON THE TRUCK (Prod. Padi) was produced by Amoeba Culture and became the first song performed by toigo, GONEISBACK, NSW yoon, Roh Yun Ha, and XINSAYNE since Show Me the Money 11. The track delivers the message that the five artists will continue to move forward by hopping on the truck even after the show is over.

In addition to the exclusive release, Spotify revealed the track’s music video teaser on its K-hip-hop playlist KrOWN. Additionally, we will also be able to enjoy various content, including behind-the-scenes interviews with the rappers expressing their feelings about finishing Show Me The Money 11 and sharing their thoughts on influenced works and individual careers later on Spotify Clips.

“We will continue to work hard to connect more local Korean artists across different genres including hip-hop not only with fans around the world, but also with more global listeners who have not yet felt the charm of the diverse local Korean music scene.”
Spotify spokesperson.

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In the meantime, here are some KrOWN interview with K-hip-hop artists: