Tag: immersive experience

Check Out SEVENTEEN and Spotify’s CARAT Station Pop-ups in Seoul and New York City

Since bursting onto the K-Pop scene in 2015, SEVENTEEN has transcended to global superstardom. Today, more than 30 million user-generated playlists on Spotify feature at least one track from the group. To amp up the excitement for their [RIGHT HERE] world tour, which kicked off in South Korea earlier this month, Spotify has teamed up with SEVENTEEN to bring fans the ultimate pre-concert experience.

From playlist curation to outfit planning, we know the lead-up to a concert is when fan anticipation is at its highest. In honor of SEVENTEEN’s fandom, known as CARATs, Spotify is building exclusive pop-ups ahead of live shows in Seoul, New York City, and Tokyo, where visitors can explore a fantastical train station dedicated to the K-Pop superstars.

“At Spotify, we are committed to supporting Korean artists and enhancing their connections with listeners,” said Jungjoo Park, Head of Music at Spotify Korea. “Our collaboration with SEVENTEEN to bring fans CARAT Station exemplifies our dedication through the creation of unique experiences that celebrate their artistry and special bonds with CARATs.”

Our first stop was Seoul in early October. This past weekend, we brought CARAT Station to New York City. Fans in Tokyo, stay tuned—CARAT Station is heading your way next!

“Spotify’s Music teams in Korea, the U.S., and Japan worked in lockstep to create unique events in each city that feel both authentic to that particular place and connected to the larger CARAT fandom. That’s why you’ll see common threads throughout each experience, but unique elements as well,” said Lucy Davidson, Lead Label Partnerships at Spotify. “When we build an experience in partnership with an artist, we aim not only to bring fans further into their creative world but also to offer something one-of-a-kind that only Spotify can.”

Relive our CARAT Station experiences and see photos from each city below.

CARAT Station Seoul

From October 5 through 11, CARATs in Seoul were invited to step inside the whimsical world of SEVENTEEN. Visitors brought amazing energy as they explored the metro station-themed pop-up in the city’s Gwangjin District, including special photo ops, exclusive merch, and surprise fan chant sessions.

“The subway-themed space displaying our fan chant guide videos left the biggest impression on us,” said SEVENTEEN. “The entire CARAT Station was beautifully decorated and filled with various fun elements that we believe made the time here truly enjoyable. We’re excited for even more visitors to experience this treat. Please have lots of fun and enjoy CARAT Station!”

Billie Eilish and Spotify Invite You Inside the Mysterious Universe of ‘HIT ME HARD AND SOFT’

Billie Eilish fans have been waiting with bated breath for her third studio album, HIT ME HARD AND SOFT, arriving May 17. Now, together with Spotify, Billie invites fans to step inside the vast, mysterious world of her new project with an immersive listening experience at the innovative London showspace Lightroom.

On May 16 and 17, Lightroom’s large-scale projections and state-of-the-art sound system will take fans on a one-of-a-kind journey through the HIT ME HARD AND SOFT universe.

First, visitors will dive into Billie’s world through the album art—a haunting image of the artist underwater, barefoot, and floating beneath a white wooden door. As they make their way through the 10 tracks, they’ll plunge deeper into the concepts and music. For the final track, “BLUE,” they’ll make their way back up through an expansive body of water until finally reaching fresh air—and an entirely new perspective.

Multiple showings of the experience will take place across both days to accommodate thousands of fans. Visitors can head to Lightroom now to RSVP. Located in the city’s King’s Cross neighborhood, the four-story performance space is designed to host artist-led shows.

HIT ME HARD AND SOFT marks Billie’s first full-length album in three years, following up on 2021’s Happier Than Ever and 2019’s WHEN WE ALL FALL ASLEEP, WHERE DO WE GO? With each album release, Spotify has helped connect Billie devotees to the dark-pop prodigy in new and exciting ways, including a multisensory interactive experience, our first-ever artist hub, special on-platform album experiences, and more.

Billie fans, be sure to pre-save HIT ME HARD AND SOFT now. In the meantime, enjoy our This Is Billie Eilish playlist to hear the artist’s very best.