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!
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CARAT Station New York City On October 26, we created the ultimate New York City CARAT experience in SoHo. Top SEVENTEEN fans in the area received personal invitations from Spotify to attend the event. Inside, visitors embarked on a journey through a magical train station in the clouds, where they discovered CARAT-themed kiosks offering unique charms and activities. They could indulge in Korean delights at the Dining Concourse, explore the CARAT Street Flower Market, or pick up something special at the CARAT Souvenir Shop.
Before fans arrived, SEVENTEEN members Joshua, Mingyu, DK, and Seungkwan stopped by to check out the space-leaving special messages for CARATs to discover at the photo station and photo wall.
Photo credit: Happy Monday for Spotify
Photo credit: Happy Monday for Spotify
Photo credit: Happy Monday for Spotify
Photo credit: Happy Monday for Spotify
Photo credit: Happy Monday for Spotify
Photo credit: Happy Monday for Spotify
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And that's not all. Spotify's SEVENTEEN WORLD TOUR [RIGHT HERE] playlist features some of the group's biggest hits, serving as the perfect soundtrack to prepare fans for an unforgettable concert experience.
Ready to experience [RIGHT HERE] for yourself? Hit play below.
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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.
