Spotify and HYBE Form New Partnership to Host K-Pop Video Podcasts

Spotify and HYBE, the South Korean-based entertainment giant, have announced a new content partnership. Spotify will host original video content produced by HYBE that focuses on K-pop culture.

Next steps:

• The first show will debut on March 23.

• In April, creators outside the HYBE artist roster will contribute content.

• The creators will come from various industries separate from music.

• HYBE MEDIA STUDIO, HYBE’s in-house producer, will oversee all the content.

• The studio already produces documentaries, reality shows, and concert films.

What they said:

• HYBE: “Our new partnership marks our latest effort to offer audiences more immersive ways to engage with K-pop. With Spotify’s 751 million users and its leadership in podcast services, we plan to continue connecting with new audiences and sharing K-pop culture in innovative ways.”

• Gautam Talwar, Spotify’s General Manager for Asia Pacific: “Every day on Spotify, we see the extraordinary passion of K-pop fans around the world as they show up to support the artists they love. This partnership with HYBE is about meeting that energy by bringing fans closer to the stories and creative journeys behind the music. By bringing even more video podcasts and original storytelling on Spotify, we’re creating new ways for fans to connect more deeply with the artists and culture they care about.”