Spotify shared key data highlighting the global surge in interest for Korean hip-hop. Since 2014, Spotify’s global K-hip-hop streams have surged 95 times, significantly boosted by over 40% following the project in 2023. In addition to its streaming success, Spotify has strengthened its commitment to K-hip-hop by partnering with South Korea’s largest hip-hop community, HIPHOPPLAYA, and sponsoring the HIPHOPPLAYA Festival 2024.
Spotify K-Hip-Hop Streams Gains 95-Fold Growth, Supporting Korean Hip-Hop Artists
Global K-hip-hop streams on Spotify have skyrocketed by 95 times globally since 2014. Notably, these streams saw an over 40% increase since the launch of the ‘HAN’ project in 2023. The project aimed to introduce Korean hip-hop’s unique sounds and culture to a global audience. Since last year, the top countries embracing the genre are the United States, Mexico, South Korea, Brazil, Indonesia, Thailand, India, the Philippines, Japan, and Canada.
Therefore, Spotify launched ‘KrOWN X HAN’ this March to showcase more Korean hip-hop talent globally. The world’s most popular audio streaming subscription service collaborates with the artists for the KrOWN playlist takeover. The artists are allowed to curate segments of Spotify’s playlist.
This engagement aimed to deepen the connection between the artists and fans by showcasing the artists’ musical preferences. Additionally, there will be exclusive content, such as behind-the-scenes footage and live clips that will captivate the interest of hip-hop enthusiasts worldwide.
“Through the KrOWN X HAN 2024 project, Spotify has played a pivotal role in fostering the growth of the Korean hip-hop scene. We remain committed to supporting versatile artists and connecting K-hip-hop with audiences worldwide.”
Jungjoo Park, Spotify’s Head of Music, South Korea.
‘Spotify Singles,’ New Program for K-Hip-Hop Artists
As part of KrOWN X HAN 2024, Spotify introduces a unique program ‘Spotify Singles.’ Featuring a diverse group of K-hip-hop and R&B artists, this program aims to allow artists to record new versions of their songs or to cover a song by one of their musical heroes.
On April 5, the program released the first track, ”No Tomorrow,” showcasing talents like CHANGMO, lobonabeat!, Shyboiitobii, Dok2, and SMUGGLERS. Following this, on April 19, ”Ugly” was unveiled, featuring Lil Moshpit, Paul Blanco, and Okasian. “Ugly” enthralls the minimalist beats of Lil Moshpit, distinguished by the Korean Hip-hop Awards 2023 winner and the artists’ distinct vocals, promising a captivating sound experience.
“I am honored to contribute to the revival for Korean hip-hop through the KrOWN X HAN 2024 project. Collaborating with artists of unique styles was truly exciting. I believe this initiative will not only revitalize Korean hip-hop globally, but also forge deeper connections with fans worldwide through our music.”
Lil Moshpit
Spotify Officially Sponsors HIPHOPPLAYA 2024
In further support of the genre, Spotify partners with South Korea’s largest hip-hop community, HIPHOPPLAYA. Additionally, Spotify will serve as an official sponsor of the HIPHOPPLAYA Festival 2024.
Korea’s largest hip-hop festival will take place on May 4 and 5 at Nanji Hangang Park in Seoul. HIPHOPPLAYA Festival 2024 features special performances from several artists involved with KrOWN X HAN 2024, including CHANGMO and Shyboiitobii.
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