Spotify, the world’s leading audio streaming platform, has taken a significant step in amplifying Korean indie music to a global audience by rebranding its flagship playlist. Formerly known as ‘In The K-Indie,’ the playlist has been renamed ‘Indie Korea.’ This move is designed to elevate the visibility of Korean indie artists and their unique sound, furthering Spotify’s commitment to diversifying its music offerings.
A Legacy of Discovery
Since its inception in 2017, the playlist ‘In The K-Indie’ has served as a gateway for international listeners to immerse themselves in the vibrant and eclectic world of Korean indie music. Now, under its new name, ‘Indie Korea,’ the playlist aims to better resonate with global audiences by highlighting the distinctiveness of Korean indie tracks and artists.
Design Excellence by Kijo Kim
The rebranding of ‘Indie Korea’ is not just a change in name but also a visual transformation. Spearheading the redesign is Kijo Kim, a renowned chief designer of the indie label BGBG Record and the founder of the design studio Kijoside. With a rich history of collaborations with top Korean indie artists like Kiha & The Faces and Broccoli, you too?, Kim’s artistic vision is integral to the refreshed identity of ‘Indie Korea.’
Spotify’s Commitment to Korean Indie
The impact of ‘Indie Korea’ is profound. With over 470,000 followers globally, the playlist has featured more than 4,300 Korean indie tracks and over 1,600 artists, demonstrating a nearly 150% surge in monthly streams since its inception. The playlist has been instrumental in music discovery, facilitating over 2.3 million new music discoveries in 2023 alone.
“We’re thrilled to introduce Indie Korea, our flagship Korean indie playlist, to bring Korean indie music to global music fans,” said Jungjoo Park, Spotify’s Head of Music, South Korea. “Spotify will continue to support diverse Korean indie artists and share their music with a wider audience.”
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Global Reach
The influence of ‘Indie Korea’ spans across borders, with the top streaming regions from January to July 2024 being the United States, Taiwan, South Korea, Indonesia, and Thailand. Other significant markets include the Philippines, Singapore, Malaysia, Canada, and Vietnam, underscoring the universal appeal of Korean indie music.
Celebrating the Relaunch
To celebrate this milestone, Spotify has partnered with renowned indie bands The Volunteers and 10CM for an exclusive playlist takeover, allowing these artists to curate selections for ‘Indie Korea.’ Additionally, special video content from iconic Korean indie artists such as Chang Kiha, JANNABI, and LEE SEUNG YOON, along with insights from designer Kijo Kim, are now available within the playlist.
Spotify’s rebranding of its flagship Korean indie playlist to ‘Indie Korea’ marks a pivotal moment in the global promotion of Korean indie music. As the platform continues to champion diverse musical talents, listeners worldwide can expect to discover and enjoy the rich tapestry of Korean indie sounds like never before.
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