The music streaming platform shows a 95-fold increase in streams, indicating the rise of K-Hip-Hop in the genre.
Spotify releases exclusive K-Hip-Hop singles thanks to the recognizable rise in streams. Global streams have shown growth since 2014, with an over 40% increase since the project launch of HAN the previous year. The singles feature different and diverse Korean hip-hop artists to gain more recognition among casual hip-hop fans.
On April 23, Spotify showed major leaps in K-Hip-Hop through their project KrOWN X HAN 2024 since its launch last March. They also have a partnership with HIPHOPPLAYA, South Korea’s biggest hip-hop community, to further showcase Korean hip-hop on a global scale.
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KrOWN X HAN 2024 project
Spotify introduces two singles exclusively to them through this project. Different artists from the K-Hip-Hop and R&B genres participate in these singles. The singles are part of the “Spotify Singles” program, which gives artists the opportunity to make new versions of their own songs or to cover a song by another artist.
April 5 marks the release of the first single, “No Tomorrow”. The single features the artists CHANGMO, lobonabeat!, Shyboiitobii, Dok2, and SMUGGLERS. The second single, titled “Ugly,” is released on April 19. It features the artists Lil Moshpit, Paul Blanco, and Okasian.
Together with the release of the exclusive singles, Spotify reports data showing a global increase in interest in Korean hip-hop. Since 2014, streams have skyrocketed by 95 times globally. These streams show a 40% increase following the launch of the HAN project last year, which aims to introduce Korean hip-hop on a worldwide scale. The United States of America, Mexico, South Korea, Brazil, Indonesia, Thailand, India, the Philippines, Japan, and Canada come as the top countries in the genre.
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More details about the project show that Spotify partners with different artists for their KrOWN playlist. Jungjoo Park, Spotify’s Head of Music in South Korea, shares the following statement:
“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.”
Lil Moshpit, one of the artists participating in the project, expresses his excitement:
“I am honored to contribute to the revival of 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.”
To further promote the genre, Spotify will be an official sponsor of the HIPHOPPLAYA Festival 2024, Korea’s largest hip-hop festival. The event will take place on May 4–5 at Nanji Hangang Park in Seoul.
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Source: Spotify Korea
