T1 Home Ground is designed to offer fans direct, real-life interaction with T1 players that is a mission that closely aligns with Spotify’s approach to connect creators and fans through physical, immersive experiences. From in-real-life (IRL) pop-ups to artist-led exclusive fan events, Spotify has consistently bridged the gap between artists and listeners. Through this partnership, that same connective was extended into the esports space, highlighting music as a shared cultural language between fans and players.

As the main partner of the event, Spotify curated a dedicated onsite activation that showcased personalized music experiences while deepening engagement between the T1 team and its fans. Each program was developed to reflect Spotify’s brand identity while complementing the energy of the esports community. 

Key highlights from Spotify’s activation at T1 Home Ground 2025 included:

● ‘My Music MBT1’ Test: An in-app quiz that matches fans with a T1 player based on their music taste. Participants received a personalized photo card and a curated playlist from their matched player, creating a customized music experience linked to their favorite.

● Fan Message Wall: A dedicated wall that showcased messages collected on-site—from fan letters and interactive Q&A to quiz responses. These were later displayed during the fan meeting for players by sharing their music preferences, listening habits on Spotify, and thoughts on the collaboration. A standout moment was the ‘T1 X Spotify Behind-the-Scenes Talk’, where players took the stage to discuss how music supports their training, focus, and performance—highlighting Spotify’s role in creating emotionally resonant experiences that go beyond streaming.

● Uniform Upgrade Station: An area where attendees could personalize their T1 jerseys with Spotify logo patches. This service offered a visual representation of the new partnership and strengthened brand affinity within the gaming audience.

“Music and esports both foster strong, passionate communities,” said Gautam Talwar, Spotify APAC GM. “We’re excited to collaborate with T1 to explore new ways of connecting fans and players through music, and to expand our cultural presence in the gaming space.”

Following the success of the Home Ground activation, Spotify and T1 plan to roll out additional digital content and engage fans through offline experiences. Updates and exclusive content from the partnership will be shared via the Spotify Korea Instagram channel.

K-Pop icon SEVENTEEN has teamed up with Spotify - the world’s most popular audio streaming subscription service - to amp up on the excitement for their highly anticipated [RIGHT HERE] world tour. 

Ahead of the tour’s kick-off in Goyang, South Korea, Spotify will open the doors to CARAT Station Seoul from October 5 to 11, 2024. Set to be the ultimate starting point for every fan’s journey to SEVENTEEN’s concerts, this metro station-themed pop-up promises an exhilarating playground where the group’s unique colors and creative vision come to life. 

From stunning photo opportunities to engaging activities that celebrate SEVENTEEN’s connections with their beloved fans, event goers can expect a host of themed, interactive experiences carefully curated by SEVENTEEN and Spotify to immerse them in the thrill of the [RIGHT HERE] world tour.

Exclusive giveaways to commemorate the pop-up experience and concert essentials from Spotify and SEVENTEEN also await fans at CARAT Station Seoul, while stocks last. Terms and conditions for redemption apply.

Spotify CARAT Station Seoul will be open daily to Spotify users from 10am to 8pm, October 5 to 11, 2024 at Scene 2nd store: 207, Achasan-ro, Gwangjin-gu, Seoul. As the countdown to CARAT Station Seoul and the SEVENTEEN [RIGHT HERE] WORLD TOUR IN GOYANG begins, Spotify has also dropped the SEVENTEEN WORLD TOUR [RIGHT HERE] playlist. Featuring some of the group’s biggest hits, the playlist makes for the perfect soundtrack for listeners as they prepare for an unforgettable concert experience.

“We’re incredibly grateful for our ongoing partnership with Spotify, and this opportunity to bring CARAT Station Seoul to our beloved fans. This pop-up is our gift to CARATs (SEVENTEEN’s fandom) and an expression of our appreciation for their unyielding love and support, so we’ve poured our hearts into making it an unforgettable experience,” said SEVENTEEN. “Whether you’re catching our concerts live or online, we hope all of you will visit, have fun and feel our excitement as we prepare to put on the best performances for you.” 

Since 2016, SEVENTEEN’s global presence has skyrocketed, with their music now appearing in over 24 million user-generated Spotify playlists. On Spotify, their streams have seen an impressive growth rate of over 95% year-on-year, and they’ve amassed over 5 billion total streams to date.

Since its launch in 2017, Spotify’s editorial playlist ‘In The K-Indie’ has introduced global listeners to the vibrant world of Korean indie music. The new name, Indie Korea, aims to better highlight the unique sound and appeal of Korean indie music to international music fans.

The redesign of Indie Korea was led by Kijo Kim, a chief designer of the indie label BGBG Record and founder of the design studio Kijoside. Kim is renowned for his collaborations with many of Korea's leading indie artists, including Kiha & The Faces and Broccoli,you too?.

To mark this milestone, Spotify shared key streaming data related to the Indie Korea playlist. With over 470,000 followers worldwide , Indie Korea has featured more than 4,300 Korean indie tracks and over 1,600 Korean indie artists in the past seven years . The playlist's monthly streams have surged by nearly 150% since its launch . The most popular regions in January to July this year were the United States, Taiwan, South Korea, Indonesia, Thailand, Philippines, Singapore, Malaysia, Canada, and Vietnam.

The playlist has notably served as a gateway for global audiences to discover Korean indie music, with over 2.3 million new music discoveries made through the playlist in 2023 alone.

"We're thrilled to introduce Indie Korea, our flagship Korean indie playlist, to bring Korean indie music to global music fans," said Jungjoo Park, Spotify’s Head of Music, South Korea. "Spotify will continue to support diverse Korean indie artists and share their music with a wider audience."

Meanwhile, Spotify collaborated with The Volunteers and 10CM for the Indie Korea playlist takeover, allowing artists to curate a portion of the playlist. Currently, listeners can explore special videos from Korea's leading indie artists, including Chang Kiha, JANNABI, and LEE SEUNG YOON, as well as designer Kijo Kim, through the playlist clips.

This August, BLACKPINK fever will be in your area as the iconic global artist celebrates their 8th anniversary. Comprised of JISOO, JENNIE, ROSÉ and LISA, BLACKPINK has dominated global charts with their mega hit songs, capturing the hearts of millions of fans worldwide. 

To commemorate this milestone and honor BLINKs, who fuel one of the biggest fandoms in the world, BLACKPINK has teamed up with Spotify, the world’s most popular audio streaming platform, to bring a host of special surprises to the This is BLACKPINK playlist.

From their record-breaking rise to global superstardom, BLACKPINK has made colossal waves on Spotify. Their Spotify streams tracked an average year-on-year growth of over 110%, and the group now has over 13 billion streams on the platform. Their tracks have been added to over 71 million user-generated playlists, and their top five most streamed songs alone: “How You Like That,” “Kill This Love,” “Pink Venom,” “DDU-DU DDU-DU,” and “Shut Down,” have collectively garnered over 4 billion streams . 

Further testament to the group’s resonance with listeners worldwide, their top markets on Spotify now span the USA, Indonesia, Mexico, the Philippines and Brazil.  

#8YearswithBLACKPINK, only on Spotify

To celebrate #8YearswithBLACKPINK, Spotify is treating BLINKs to a series of special surprises on the This Is BLACKPINK playlist. From August 1 till BLACKPINK’s debut anniversary on August 8, the playlist will pay homage to a different BLACKPINK era each day, taking listeners on a journey through the group’s most iconic milestones. 

Adding to the excitement, daily digital sharecards will be available on the playlist, giving fans 8 ways to flex their fandom. From discovering how you rank amongst BLACKPINK listeners, to uncovering your most recent favorite BLACKPINK songs and more, be sure to stay tuned to This is BLACKPINK to discover and express how you’ve stanned. 

Here’s how it works: 

1. Tune into This is BLACKPINK from August 1 - 8 to rediscover a different BLACKPINK era each day. The playlist will refresh daily at 12PM KST.
2. When you’re on This is BLACKPINK, you might get a special digital sharecard  depending on your BLACKPINK streaming habits, so keep a lookout during this period to see how you’ve stanned.  
3. Flex your fandom and fuel the celebrations of #8YearswithBLACKPINK by uploading your sharecards on social media. 

“It’s been thrilling to witness the growth of BLACKPINK throughout the years,” said Jungjoo Park, Head of Music Korea, Spotify. “Our #8YearswithBLACKPINK campaign bolsters our commitment to supporting Korean artists in reaching and deepening their connections with listeners worldwide, and we hope fans enjoy the special surprises we have in store for them.” 

Spotify’s efforts to connect BLACKPINK with listeners across the globe have played an instrumental role in igniting passion from their fandom over the years. In addition to spotlighting their music on flagship playlists such as Today’s Top Hits and K-Pop ON!, Spotify has also brought listeners a variety of exclusive experiences to bring fans closer to the members. This includes the Enhanced Album for their 2020 “The Album” and the BORN PINK: The Pop-Up Experience in Los Angeles in 2022. 

Head on to Spotify’s For The Record blog post for more on the campaign.