Marina Murad
Award Winning Designer & ACD
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Spotify K-pop On!

K-pop has become Asia’s most prominent musical export, amassing 8.6 billion streams each month. Korean culture, or K-Culture, has permeated various aspects of the global zeitgeist, spanning entertainment, film, fashion, gaming, and social media. This provides fans with countless opportunities to engage, express their loyalty, and connect with others. The K-Pop ON! (온) playlist stands as the most influential resource for fans across the globe. With over 4 million likes, this curated collection highlights the freshest and best Korean music. My role in developing the social campaign underscored Spotify's credibility in K-Culture, showcasing how K-Pop ON! (온) transcends being just a playlist—it's a global movement.

Music videos were created to dive into the destination playlist for the K-Pop movement, music, and more.

New merch and collectibles are released often, and K-Pop album box sets even include exclusive photo books and exclusive photo cards.

Month in review

Recently Added

Roblox K-Park extension: creating and defining a holistic landscape for Spotify’s approach to K-Pop. As K-Park on Spotify Island is one of the first activations leveraging the K-Pop genre in, offering Roblox merch slots to several K-Pop artists to launch with the playlist.