Spotify K-Pop ON!
How do you impress a rabid fandom that’s extremely online and can’t be sated?
An engaging content series with their favorite K-pop artists that subverts expectations.
The Problem:
Spotify tapped my team to create, design, and execute a new franchise that connects with the most prolific fandom in the world: K-Pop stans.
With numerous K-Pop groups touring the US for the first time as the genre continues to dominate domestically, Spotify wanted to seize the opportunity to position itself as the premiere destination for fans seeking closer interactions with these global artists.
Spotify wanted to highlight the Los Angeles office and frame this franchise as a rite of passage for artists to participate in. Fans, meanwhile, clamored for more artist interaction amongst the group rather than traditional interviewer/interviewee formats.
Year:
2024
My Role:
Associate Creative Director/ Copywriter
From these findings, we conceived a fresh content series called “K-Pop On! The Boardwalk” — a game show-style series that blends LA culture with the whimsy of K-pop. We got to work on concepting games, designing a portable and repeatable set, creating scripts, shooting, editing, and executing the series from tip to tail.
So far we’ve shot artist series for TWICE and DPR Ian to the tune of some impressive results.
TWICE:
Over 1MM views within the first day
Currently at 2MM and counting
Over 50K engagements across YouTube, Instagram, TikTok, and X
Top performing video in the K-Pop genre
A fandom that’s more excited than ever
DPR Ian
Over 20K views within the first day
Over 30K engagements across YouTube, Instagram, TikTok, and X