K-Pop ON! (온) – Eden Yeung

Playlist Platform & Campaign — 2022

In a world of music that can all blend in, K-Pop is the opposite: a magical dreamland of high-concept performances and unrivaled superpower. To increase cultural conversation and playlist consumption of K-Pop, we rebranded Spotify’s top K-Pop playlist, “K-Pop Daebak” to “K-Pop ON! (온)” and launched a global, multi-market campaign. Through global OOH, TV spots, collectible photocards, and physical merch, we showed fans that K-Pop ON! (온) is the biggest, committed and most authentic K-Pop music destination in the world.

With a peak in streams at 3.3M, 25M organic social impressions and a 268% increase in Spotify mentions, we increased cultural conversation and playlist consumption of K-Pop ON! (온), establishing it as Spotify’s global destination for the latest and greatest in K-Pop. When you listen to K-Pop On(온), you don’t just turn on music, you
TURN ON THE MOVEMENT.

In three hero films, we visualized the K-Pop ON! (온) playlist as a surreal dreamland through the eyes of ITZY, SEVENTEEN, and B.I. In each spot, we showcased artists activating their unique imagined worlds that magically turn on with elements that are respective to each artist.

We have so much to be proud of.
Spotify AAPIHM — 2021

Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.

We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.

With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.

We have so much to be proud of.
Spotify AAPIHM — 2021

Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.

We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.

With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.

We have so much to be proud of.
Spotify AAPIHM — 2021

Now more than ever, it’s important we celebrate and support our Asian American and Pacific Islander (AAPI) community. Artists, influencers, creators, celebrities, and more have spent 2021 making their voices heard, and we stand with them in solidarity. In honor of AAPI Heritage Month this past May, Spotify continued its ongoing efforts to amplify and lift up this community. Through this year’s campaign, we spotlighted AAPI creators on Spotify and in OOH in San Francisco, Los Angeles, and New York. Below are some milestones.

We acknowledged the importance of this year’s AAPIHM campaign having to be an explicit message of solidarity to the community, and with that, our campaign this year was: “We have so much to be proud of” paired with the hashtag #StopAAPIHate.

With SPACE(Spotify Asian Community Engagement), we secured a $100k donation to Gold House and CAPE who are at the forefront of AAPI representation and community action. We were also able to create a 2:1 employee donation program, meaning that every donation was tripled by Spotify.