HYBE Enters Global Partnership with Spotify to Launch K-Pop Video Podcasts

HYBE has established a global content partnership with the music streaming platform Spotify. The company announced this collaboration on March 6 and plans to launch its official video podcast channel on March 23. Under this arrangement, HYBE will be responsible for planning and producing the content, while Spotify will facilitate access to it for music fans worldwide.

Spotify boasts 751 million users across the globe and holds a leading position in the podcasting industry. HYBE stated that it aims to enable users to naturally discover and experience K-Pop as they explore the platform’s content.

The HYBE Video Podcasts will feature content created by HYBE’s music group artists as well as creators from various fields. It will operate in an omnibus format, aggregating different types of content focused on music and everyday life under a single channel.

HYBE Media Studio (HMS), a dedicated internal team at HYBE, will handle production. HMS specializes in creating diverse content formats utilizing artists’ intellectual property, including documentaries, variety shows, and live concert recordings. The first pieces of content are scheduled to be released sequentially starting in April.

In a statement, HYBE said, “This collaboration creates an opportunity to let people experience K-Pop in a more accessible way through the new format of video podcasts. We will continue to expand our reach to new fan bases with a variety of themed stories that allow them to engage with K-Pop culture in an entertaining manner, not just through music.”

Gautam Talwar, Spotify’s General Manager for Asia-Pacific, said, “Spotify witnesses the passionate enthusiasm of K-Pop fans around the world who support their artists every day. This partnership with HYBE was established to respond to that energy by bringing fans closer to the stories behind the music, as well as the artists’ personalities and creative journeys.”