Tag: korean hip-hop

K-Hip-Hop’s Biggest Names Take Center Stage on ‘KrOWN X HAN 2024’

April 23, 2024

This month marked the return of Spotify’s HAN, our collaborative program that brings the unique sounds and culture of Korean hip-hop to the world through exclusive artist collaborations, bonus content, and more. 

Developed in partnership with Korean hip-hop community HIPHOPPLAYA, HAN references the complex Korean emotion of the same name—an indescribable blend of resentment, sorrow, bitterness, anger, and sadness. Arising from the historical and cultural experiences collectively shared by Koreans, it’s a feeling that serves as creative inspiration for the artists involved.

For this year’s iteration, dubbed KrOWN X HAN 2024, some of the biggest names in the K-hip-hop scene joined up in the studio to record a pair of new Spotify Singles.

The first single, “No Tomorrow,” offers a diverse blend of styles from CHANGMO, Dok2, lobonabeat!, Shyboiitobii, and SMUGGLERS while delivering a message that resonates not only in Korea, but worldwide. 

“Thanks to Spotify, I had the chance to collaborate with incredible artists I’ve admired for a long time, crafting this new track,” said CHANGMO. “I hope that the positive energy created from this collaboration reaches beyond Korea, introducing Korean hip-hop to listeners worldwide.”

The second single, “Ugly,” is a collaboration between Lil Moshpit, Paul Blanco, and Okasian  featuring a minimalist beat produced by Lil Moshpit, who took home Hip-Hop Album Of The Year at the Korean Hip-Hop Awards 2023. The artists’ rhymes complement the track, adding to its playful sound. 

“I am honored to contribute to KrOWN X HAN 2024,” said Lil Moshpit. “Collaborating with artists of unique styles was truly exciting. I believe this initiative will not only revitalize Korean hip-hop globally but also forge deeper connections with fans worldwide through our music.”

Take a deeper dive into K-hip-hop

Following the release of both songs, each participating artist selected five songs to be featured on our flagship K-hip-hop playlist, KrOWN, creating a stronger connection with fans and showing off their personal tastes.

Additionally, through Spotify clips on KrOWN and HIPHOPPLAYA’s official YouTube channel, listeners can discover behind-the-scenes footage, live performances, and stories that detail the creation of both songs.

“We are committed to giving Korean artists a platform for their music to reach listeners across the globe,” said Jungjoo Park, Spotify’s Head of Music, South Korea. KrOWN X HAN 2024 marks the continuation of our chapter in celebrating the voices and talent of Korean hip-hop, and we couldn’t be more thrilled to be working with HIPHOPPLAYA to bring this to life.”

HAN, IRL

Spotify will also serve as an official sponsor of the HIPHOPPLAYA Festival 2024, Korea’s largest hip-hop festival. Taking place on May 4 and 5 at Nanji Hangang Park in Seoul, the festival will feature special performances from a number of artists involved with KrOWN X HAN 2024, including CHANGMO and Shyboiitobii.

“We are excited to collaborate with Spotify towards the renaissance of Korean hip-hop and to partake in the journey of bringing more Korean artists and music to the world,” said Yongjun Kim, Founder and CEO of HIPHOPPLAYA. “We hope that Spotify Singles will serve as a bridge connecting Korean hip-hop with listeners worldwide, offering them an opportunity to enjoy the rich culture of Korean hip-hop together.”

KrOWN X HAN 2024 arrives at a time when global interest in K-hip-hop is surging. Between 2014 and 2022, K-hip-hop streams on Spotify skyrocketed by 950% globally,* and since the launch of HAN last February, they have grown by more than 40%.** And the genre’s appeal is crossing borders, with the United States, Mexico, South Korea, Brazil, Indonesia, Thailand, India, the Philippines, Japan, and Canada emerging as the top consumers of K-hip-hop.***

This campaign also follows up on the success of last year’s inaugural HAN outing, which saw K-hip-hop trendsetters like Jay Park, Kid Milli, and MIRANI release six Spotify Singles. The tracks, which included “Grrr” and “Rock With You,” caught the attention of hip-hop fans worldwide and have amassed close to 14.4 million streams to date.**** Notably, “Grrr” went on to become the Best of KrOWN Song 2023 on Spotify and was nominated for the Best Collaboration of the Year at the Korean Hip-hop Awards 2024. “Rock With You” was also featured in our playlist Best of TrenChill K-R&B 2023.

Spotify is committed to supporting K-hip-hop culture through the flagship playlist KrOWN and programs like K-hip-hop Rookies that showcase the next generation of hip-hop talent in Korea. With our latest iteration of HAN, we’re continuing to support this vibrant musical culture. 

Discover more of the biggest talents in Korea’s hip-hop scene with our flagship playlist KrOWN. 

*Data from Jan 1, 2014 to Jan 1, 2023

**Data from Feb 23, 2023 to Apr 1, 2024

***Data from Mar 1 to 31, 2024

****Data as of February 16, 2024

Explore the Innovative Sounds of Korean Hip-Hop Through Our Spotify Singles Series ‘HAN’

April 17, 2023

In February, we teamed up with Korea’s HIPHOPPLAYA community to launch HAN, a Spotify Singles series spotlighting the latest sounds in K-hip-hop. Featuring prominent K-hip-hop and R&B artists like Jay Park, Kid Milli, Blase, MIRANI, and LOOPY, HAN has allowed fans around the world to discover the complex Korean emotion of the same name.  

The word han has no direct translation in English, but it refers to a deeply ingrained feeling of resentment, sorrow, bitterness, anger, sadness and regret that arises from the historical and cultural experiences collectively shared by Koreans. For our featured artists, it was this inner sense of han that became a central theme and inspiration as they expressed themselves musically and showcased their talents for fans around the world. 

As part of HAN, over the span of five weeks, we released six unique Spotify Singles featuring 21 different artists. The songs also received extra exposure through KrOWN, Spotify’s global K-hip-hop playlist with more than 470,000 followers.

Keep reading to learn more about each Spotify Single featured in the series.

“Seoul City” by Kid Milli, Loopy, MIRANI, and sAewoo

We kicked off HAN with the sophisticated and dystopian “Seoul City,” which brought Kid Milli, Loopy, and MIRANI together with producer sAewoo.

“The production process was refreshing. It was nice to collaborate with a bunch of artists and have our distinct perspectives on the same theme come together on a single track,” MIRANI commented.

“YG” by Fleeky Bang, Royal 44, Polodared, and YEOHO

For the second single, “YG,” emcees Fleeky Bang, Royal 44, Polodared linked up with producer YEOHO to create a song that reflects their idiosyncratic personalities. 

“I wanted to try something new since all of the artists on this track are up-and-comers,” YEOHO remarked. “I’m pleased that the track captures the charisma and ambition of each artist.” 

“WHIP!” by sokodomo, Don Mills, viceversa, and SMUGGLERS

Next up was “WHIP,” which saw Don Mills, viceversa, and SMUGGLERS hop on a beat from sokodomo. 

“I hope the combination of each artist’s unique style sounds fresh for fans around the world,” said rapper Don Mills, while viceversa added: “It’s great to be able to take part in HAN and show the world that there are artists like us.”

“Grrr” by Blase, BlackNut, Jimmy Paige, Dok2, and SMUGGLERS

The fourth Spotify Single was “Grrr,” a collaboration by Blase, BlackNut, Jimmy Paige, Dok2, and SMUGGLERS. 

“As soon as I saw the artist lineup, I was on board. I expect HAN to build momentum for K-hip-hop, establish itself as a genre and expand globally,” said Blase.

“Ape Freestyle” by Keith Ape and PEEJAY

The fifth song in the series, “Ape Freestyle,” takes English and Korean rhymes from emcee Keith Ape and pairs them with a beat from PEEJAY that was inspired by hip-hop’s boom-bap era. 

“Rock With You” by Jay Park, KATIE, and WOOGIE

The final song to be released as part of the HAN series is “Rock With You.” Bringing the worlds of hip-hop and R&B together, Jay Park and KATIE lend their soothing voices to a laid-back beat produced by the trend-setting WOOGIE.

For fans who want to dive deeper into HAN, check out the official video podcast featuring exclusive behind-the-scenes content of our featured artists hard at work in the studio.

 

Watch 6 Iconic Korean Hip-Hop Artists Explain How the Genre Has Captured the Hearts of Fans Around the World

December 13, 2022

In South Korea, hip-hop has not only evolved into an essential part of the music scene, but also a big part of the country’s pop culture. While K-Pop has been taking over the world, Korean hip-hop has also started to gain international popularity, with K-hip-hop artists expanding their presence in the global market. With the growing interest from fans and listeners worldwide, Spotify launched KrOWN in September of this year, our official global Korean hip-hop playlist (formerly known as K-Hip-Hop +82). KrOWN serves as a bridge between K-hip-hop and music fans around the world, ultimately elevating Korean hip-hop artists and culture. 

To dive further into the genre, uncover what makes K-hip-hop unique to the world, and explore the music’s roots, Spotify sat down with some of the most iconic artists in the scene.

Meet some of the key players who have propelled the growth of K-hip-hop:  

  • Tiger JK: The history of hip-hop in South Korea is generally considered to have begun in the 1990s with iconic figures like Tiger JK helping the genre become mainstream. Often referred to as the godfather of K-hip-hop, the rapper was also a founding member of the group Drunken Tiger. “Back then, every day was like war, and finding a place to perform was almost impossible. But it was so much fun,” Tiger JK recalls. “And the best trophy for us at the time was having three or four fans walk up to us in the subway and share which lyrics and rhymes they liked about our song.”
  • Yoon Mirae: Yoon debuted in 1997 and is recognized as an icon in Korea. She runs the record label Feel Ghood Music with her husband, Tiger JK. “If you are a fan of hip-hop, you can’t help but be a fan of K-hip-hop,” she says. “A lot of artists in Korea are just really that good, and a lot of MCs—especially people like Tiger JK—stay grounded to their roots and want to show their love and appreciation for the Korean culture we came from… I think people recognize that.”

  • Dynamicduo (consisting of CHOIZA and Gaeko): The K-hip-hop scene began to coalesce further in the 2000s, as the genre’s top artists continuously challenged themselves to bring the sound forward. In 2006, the iconic group Dynamicduo established hip-hop record label Amoeba Culture, which has since become a home to various prominent artists.

  • Jay Park: Fast-forward to the present, and Jay Park—rapper, singer-songwriter, record producer, and entrepreneur—believes the overall popularity of Korean culture around the world has benefitted K-hip-hop as well. Having started his career in the K-Pop entertainment business, Jay Park is now a renowned multifaceted talent and one of the most streamed Korean hip-hop artists worldwide.  

  • The Quiett: The Quiett holds a strong presence in South Korea’s hip-hop scene with over two decades of experience in the space. A rapper, composer, and record producer widely known for founding major hip-hop record labels (including Illionaire Records and Ambition Musik), the artist thinks back to when he first started as a rapper and to the exciting present of the scene, now filled with passionate, unique talents. 

Not only has the genre become a significant part of the music culture in South Korea, but it has also emerged as a form of entertainment, including TV shows, festivals, and films, enjoyed across many generations. 

In addition to the campaign video available on KrOWN (via Spotify Clips) and Spotify’s official global YouTube channel, starting mid December, the KrOWN playlist will be taken over each week by one of the artists featured in the video. Through the KrOWN playlist takeover campaign, Yoon Mirae and Tiger JK, Dynamicduo, The Quiett, and Jay Park will each select 10 of their favorite tracks to be added at the top of the KrOWN playlist for one full week. Interviews of each artist will also be unveiled on the platform.

The Newly Rebranded KrOWN Playlist Gives International Fans a Taste of Korean Hip-Hop

August 31, 2022

a graphical image that's a black box with KrOWN written over it in gold.

K-Pop ON! (온) is the Spotify destination for K-Pop fans—but what if you’re looking for the best in Korean hip-hop? Well then, we’d like to introduce you to KrOWN. This editorial playlist is the ultimate place for K-hip-hop listeners around the world and serves as a brand that symbolizes the hottest of South Korea’s hip-hop scene. 

This new playlist gives local and international fans of the genre a one-stop destination to listen to the latest music from their favorite and soon-to-be favorite artists. The name is a combination of “KR,” the country code for South Korea, and “Crown/Own,” which refers to the crowned kings and queens who own K-hip-hop worldwide. 

KrOWN originally existed as the K-Hip-Hop+82 playlist. Prior to the rebranding, Spotify listeners streamed the playlist more than 20 million times just last year and racked up more than 430,000 followers. 

The playlist’s top streaming countries include the United States, Taiwan, Canada, Indonesia, Thailand, Singapore, Australia, Malaysia, the Philippines, and Japan—proving that Korean hip-hop truly is a global sensation. In fact, listeners streamed K-hip-hop tracks more than 13.1 billion times on Spotify, with Gen Zs (18- to 24-year-olds) accounting for nearly half of the listenership.

Other Spotify playlists like TrenChill K-Hip Hop, K’illin’, From Bottom to Top, and Jazzy Hip-Hop give fans a taste of the many sounds within Korean hip-hop, and the newly rebranded KrOWN will be the perfect home for the overarching genre.

Check out the newly relaunched KrOWN playlist below.

전 세계 K힙합 팬들을 위한 글로벌 한국힙합 플레이리스트

August 31, 2022

a graphical image that's a black box with KrOWN written over it in gold.

K팝 팬들을 위한 가장 상징적인 글로벌 에디토리얼 플레이리스트로 스포티파이의 K-Pop ON! (온)이 있다면, K힙합을 찾는 전 세계 청취자를 위한 공식 한국힙합 플레이리스트는 바로 KrOWN입니다.

KrOWN은 스포티파이 역사상 최초의 K힙합 에디토리얼 플레이리스트로 2017년 4월에 론칭한 ‘K-Hip-Hop +82’에 기반해 이번에 새롭게 탄생했습니다. 특히 새로운 플레이리스트명 ‘KrOWN’은 한국의 국가코드 ‘KR‘, 왕관을 뜻하는 영단어 ‘Crown‘, 그리고 ‘(힙합씬을) 이끈다’는 의미의 ‘Own‘을 합쳐 ‘한국의 힙합씬을 이끌어 전 세계에 선보인다’는 의미를 상징합니다. 스포티파이의 KrOWN은 국내외 힙합 팬과 커뮤니티가 즐겨 찾는 대표적인 글로벌 한국힙합 플레이리스트이자 하나의 상징적인 한국힙합 브랜드로 자리매김할 것입니다. 

리브랜딩 전부터 다양한 한국힙합 아티스트와 음악을 전 세계 청취자들에게 소개해 온 본 플레이리스트는 현재 43만 명 이상의 팔로워를 보유하고 있으며, 지난 한 해 동안에만 단일 플레이리스트로서 2천만 회 이상의 스트리밍을 기록하기도 했습니다.

또한 지난 7월 한 달 동안 해당 플레이리스트를 가장 많이 청취한 국가는 미국, 대만, 캐나다, 인도네시아, 태국, 싱가포르, 호주, 말레이시아, 필리핀, 일본 순으로 집계되며, 한국힙합이 전 세계적인 인기를 얻고 있다는 것을 입증했습니다. 실제로 올해 7월까지 스포티파이 내 K힙합은 누적 131억 회 이상 스트리밍 되었으며, 청취자의 약 절반(48%)이 18~24세의 Z세대로 나타났습니다.

a graphic displaying different stats related to the KrOWN playlist on spotify

스포티파이는 KrOWN 외에도 다양한 한국 음악과 아티스트 관련 플레이리스트를 소개하는 K팝 전용 허브를 통해 한국힙합 아티스트들을 글로벌 청취자와 연결해왔습니다. 특히 TrenChill K-Hip Hop, K’illin’, 바닥에서 위로, 재즈맛 힙합 등 한국힙합 중심의 다채로운 에디토리얼 플레이리스트를 지속적으로 선보여왔습니다. 이번 KrOWN 론칭을 계기로 스포티파이는, 오늘자 기준 대한민국을 포함한 전 세계 183개 국가 4억 3천 3백만명 이상의 청취자들에게 한국힙합 특유의 에너지와 사운드, 문화를 더욱 견고히 알려나갈 계획이다.

새롭게 론칭한 KrOWN을 지금 바로 확인해 보세요!