August was a big month for K-Pop, and September is shaping up to be even bigger. K-Pop continues to dominate the global music scene and Spotify is celebrating the fandom in a big way. Every day artists are creating new sounds, new fashions, and are building completely new worlds. With K-Pop ON! (온), Spotify’s influential flagship K-Pop playlist, Spotify is bringing those worlds to life with DESTINATION DREAMLAND. 

Kicking off with SEVENTEEN, ITZY and B.I, Spotify worked with each artist to bring their worlds to life with stark visuals and special effects in a special hero video. From the bright, energetic nature of SEVENTEEN to the post-apocalyptic, neon strength from ITZY to the sleek, futuristic chill of B.I, you can really feel the artists “turn on” in each video. Inspired by the endless possibilities in the vast and varied world of K-Pop, the campaign films transport viewers to magical dreamlands where music and culture collide to transform the world around us. 

This new concept comes as an extension of K-Pop ON! (온), which relaunched earlier this year. You can view the concept films below:

B.I: https://www.instagram.com/reel/ChpKUzurrfC/?igshid=NDRkN2NkYzU= 

ITZY: https://www.instagram.com/reel/ChpKbgMOQcL/?igshid=NDRkN2NkYzU= 

SEVENTEEN: https://www.instagram.com/reel/ChpKhQnO0Im/?igshid=NDRkN2NkYzU= 

About K-Pop ON! (온)

A catalyst for emerging and established artists to reach fans with their music and a platform for K-Pop stans and casual fans to discover the best in K-Pop, Spotify’s K-Pop ON! (온) playlist has scaled the genre beyond regional boundaries, languages, and cultures. Since its launch in 2014, the playlist has accumulated over 4 million followers worldwide and over 2 billion streams, establishing itself as a global hub for the genre that continues to touch lives, spread positivity, and unite listeners through a shared passion for the music.