SEOUL (ANN/THE KOREA HERALD) – Challenging sceptics who argue that K-pop has peaked, Guatam Talwar, Spotify’s General Manager for the Asia-Pacific region, remains optimistic about the genre’s future. He insists that K-pop’s most promising era lies ahead, thanks to Spotify’s data-driven insights.
“Our data shows that the best years are still to come. More Korean artists are being discovered globally, streams are reaching new heights, and royalty generation is stronger than ever,” Talwar shared in an interview with the source in Seoul.
He highlighted the growing international recognition for the innovation and artistry behind K-pop idols.
Talwar revealed that Spotify currently sees around 5.8 billion monthly streams from Korean artists, with listeners spanning the US, Brazil, Thailand, and beyond. “In 2023 alone, Korean artists have been discovered 2.2 billion times by new listeners on Spotify. This reflects the creative power and high production values of their music,” he said.
The surge isn’t limited to K-pop. Other Korean genres like hip-hop, ballads, rock, and OSTs are also making waves globally. Talwar emphasised Spotify’s role in building this audience and finding new ways to monetise it.
However, Spotify faces stiff competition in Korea from dominant local players like Melon and Genie Music. In a bid to win more users, Spotify introduced its ad-supported free tier in Korea on October 9.
Talwar noted the significance of Spotify’s free tier, stating, “Around 60 per cent of our premium subscribers start with our free tier.” He also highlighted Spotify’s massive library of over 100 million songs and 6 million podcasts, setting it apart from local rivals.
Spotify’s innovation doesn’t stop there—its investment in research and development reached USD1.8 billion in 2023, a 24 per cent increase from the previous year. Talwar mentioned that AI plays a crucial role in Spotify’s features, such as personalised playlists like “Daylist,” which adapt to a user’s mood and habits throughout the day.
To engage Gen Z listeners, Spotify is focusing on social connections. “Gen Z craves connection, so we’re making it easier to share songs and playlists on social media. Our Blend playlist, for example, lets friends create a shared listening experience,” Talwar explained.
On October 16, Spotify announced a new partnership with Instagram, allowing users to save songs discovered on the platform directly to their Spotify accounts. Talwar hinted that more collaborations with social media platforms are on the horizon, aiming to capture the ever-connected Gen Z audience.
