Sony Pixel Power calrec Sony

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

24/04/2024

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 9,500% 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
LINK: https://newsroom.spotify.com/2024-04-23/han-k-hip-hop-korea-krown/...
See more stories from spotify

More from Spotify

24/06/2024

Peso Pluma's New Album Reveals The Good, The Bad, and The Ugly'

Peso Pluma-aka La Doble P -is one of the fastest-growing Latin artists in Spotify's history and the first to go from 2 million monthly listeners to 50 mill...

21/06/2024

More Choice for U.S. Subscribers

On Spotify, users discover and enjoy music, podcasts, and audiobooks, with various plans that meet our listeners' needs. We offer subscriptions for every st...

21/06/2024

That's a Wrap on Cannes Lions 2024! Inside the Awards, Spotify Beach Action, and More

This week, Spotify returned to the South of France for the 2024 Cannes Lions Int...

20/06/2024

Spotify, AEG, and Sabrina Carpenter Team Up to Give Fans Exclusive Ticket Access To Her Upcoming Tour

Sabrina Carpenter is officially having a moment. From her game-changing Coachell...

20/06/2024

Six Artists, Six Distinct Sounds: Meet the RADAR Poland Class of 2024

As Spotify's program to spotlight rising talent from around the world, RADAR supports emerging artists on their journeys to global stardom. Since its launch...

19/06/2024

Camilo Calls Latest Release, cuatro, An Album Full of Memories'

A self-described tourist of different musical genres, Latin Pop sensation Camilo has quickly become one of Colombia's biggest musical exports in recent year...

19/06/2024

Bestselling Author Kevin Kwan Discusses Musical Inspiration and How Places Can Become Characters Too

Kevin Kwan is one of the most distinguished authors of our time, and has captiva...

13/06/2024

Women in Amapiano

From the music studio to the dance challenge, from the lifestyle to the mpahla (slang for fashion), women have played a critical role in shaping and giving dire...

13/06/2024

From Beats to the Streets to the Catwalks: How Amapiano Enabled a Lifestyle

Spend enough time browsing music and entertainment news sites, and you'll find no shortage of articles about Amapiano's decade-long rise from undergroun...

13/06/2024

Piano to the World: Amapiano's Evolution From Underground Movement to Global Sensation

Today Amapiano is everywhere. Some of the world's biggest artists, including...

13/06/2024

Why Amapiano Wins Hearts and Minds as It Travels the Globe

Amapiano is a force to be reckoned with on the global music stage, and this is thanks to its influence on popular culture. Spotify provides a home for Amapiano...

13/06/2024

Amapiano's Origins: Taking Root at Home, Then Spreading Seeds Globally

The sound of Amapiano is like prolonging moments when, in South African townships, the sounds of everyday living merge with the music that forms the bedrock of ...

13/06/2024

How a Global Pandemic Pushed Amapiano to the World

You can't search for South African music today and not have several Amapiano artists appear in your results. The genre has surged across global dance floors...

12/06/2024

Spotify's 2024 Songs of Summer Predictions Are Ready to Bring the Heat

Can you hear the soundtrack to your life over the next few months? It's time for Spotify's Songs of Summer to take over your speakers as you hit the bea...

12/06/2024

Billie Eilish and Spotify Bring the Mysterious Universe of HIT ME HARD AND SOFT' To Seoul

In May, Spotify and Billie Eilish welcomed U.K. fans inside the vast, mysterious...

12/06/2024

Alexander Skarsgrd Spotlights Innovative Solutions to Our Planet's Biggest Challenges on the New Podcast How We Fix This'

Our planet is facing some serious issues. And How We Fix This-a new podcast host...

11/06/2024

Celebrate and Honor Pride With LGBTQIA+ Artists, Creators, and Curated Playlists on Spotify's GLOW Hub

From the rise of disco in the 1970s to the current wave of hyper pop, queer crea...

10/06/2024

Glastonbury Fans, Rejoice: You Can Now Create Your Personalized Festival Lineup With Spotify

In just a few weeks, fans from around the world will descend on the green fields...

10/06/2024

Celebrate the Unique Ways You Listen With My Spotify'

If you feel like your Spotify just gets you, you're not alone. We know each of our listeners has a unique relationship with their Spotify, or as many of t...

06/06/2024

Spotify Is Back to the Beach for Its Tenth Year at the Annual Cannes Lions Festival

Each year at the Cannes Lions International Festival of Creativity in France, Sp...

05/06/2024

La nueva playlist exclusiva de la influencer y emprendedora Antonela Roccuzzo revela sus canciones favoritas para entrenar

Si no puedes entrenar sin m sica, no est s solo. Hoy, Antonela Roccuzzo, una de ...

05/06/2024

Influencer and Entrepreneur Antonela Roccuzzo's Exclusive New Playlist Reveals Her Favorite Workout Anthems

If you can't get fit without music, you're not alone. Today, Antonela Ro...

03/06/2024

Adjusting Spotify Premium Prices in the US

On Spotify, users discover and enjoy music, podcasts, and audiobooks. So that we can continue to invest in and innovate on our product features and bring users ...

03/06/2024

Spotify House Celebrates Five Years at CMA Fest 2024 With a Full Slate of Live Performances

Spotify House is returning to CMA Fest for a fifth year, bringing back our marqu...

01/06/2024

How Spotify is Protecting Election Integrity in 2024

Dustee Jenkins, Chief Public Affairs Officer, Spotify With billions of people from over 50 countries heading to the polls to cast their vote, 2024 is shaping u...

30/05/2024

UNICEF and Spotify's Award-Winning Mental Health Hub, Our Minds Matter, Comes to Latin America

Mental health and well-being are fundamental components of a child's healthy...

24/05/2024

The Hives Celebrate 50 Years of Sweden's Global Music Success With Spotify Singles Cover

On April 6, 1974, the Swedish pop quartet ABBA won the Eurovision Song Contest w...

24/05/2024

The U.K. Holds Firm in the Fight for Fair Competition With the DMCC Act, But It's Not Over Yet

For more than a year, the U.K. government has been working to redefine how the i...

22/05/2024

Introducing Spotify Mix, Our New and Exclusive Font

Spotify is as unique and personal as each listener who's plugged in daily, as well as the artists and creators who have found a home on our platform. We nev...

21/05/2024

A Warm Spotify Welcome to Bonnier Books UK and Blackstone Publishing

As Spotify continues to grow its worldwide audience for audiobooks, we're thrilled to welcome two new publishing partners-Bonnier Books UK and Blackstone Pu...

20/05/2024

Spotify CLASSICS: The 100 Greatest Hip-Hop Songs of the Streaming Era

Reviews by Carl Chery, Kemet High, and Adrian Covert In February, we launched Spotify CLASSICS-our first-ever program to celebrate catalog music. Our inaugur...

16/05/2024

Mental Health Matters: Embrace Self-Care With These Audiobook and Podcast Listens

May is Mental Health Awareness month, a time to recognize those living with ment...

15/05/2024

De viktigaste insikterna frn Spotifys rliga Loud & Clear-rapport

Med sin rliga royaltyrapport Loud & Clear kar Spotify transparensen i musikindustrin, s att artister, l tskrivare, fans och hela musikbranschen f r en st rre...

15/05/2024

Chegaram as ltimas estatsticas: Artistas brasileiros geraram mais receita e alcanaram mais fs no Spotify - basta perguntar Anitta

Nos ltimos 10 a 15 anos, a mudan a para o streaming de udio transformou comple...

15/05/2024

The Latest Stats Are In: Brazilian Artists Generated More Revenue and Reached More Fans on Spotify-Just Ask Anitta

Over the last 10-15 years, the move toward streaming audio has completely transf...

13/05/2024

In Their Own Words: Audiobooks To Explore During Asian and Pacific Islander Heritage Month

May is Asian and Pacific Islander Heritage Month (APIHM), a time to reflect and ...

13/05/2024

Eurovision 2024: Swiss Singer Nemo Took the Crown, but There's More Talent To Celebrate

From C line Dion to ABBA, the Eurovision Song Contest has served as a launchpad ...

09/05/2024

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 albu...

09/05/2024

12 Artists, 6 Countries, Endless Talent: Meet the RADAR Latin America Class of 2024

From reggaeton to M sica Mexicana, Latin artists are reshaping the rhythm of glo...

09/05/2024

12 Artistas, 6 pases, talento infinito: Conoce a la clase RADAR Latinoamrica del 2024

Desde el reggaet n hasta la M sica Mexicana, los artistas latinos est n dando fo...

06/05/2024

Spotify Uplifts Bold, Emerging Artists in Honor of Asian and Pacific Islander Heritage Month

Around the world, Asian and Pacific Islander (API) artists continue to impact mu...

06/05/2024

Never Miss a New Release With Countdown Pages for Audiobooks

Spotify is making it easier for booklovers to count down the days, hours, minutes, and seconds until a new audiobook releases. With Countdown Pages for audioboo...

03/05/2024

Be Honest With Your Art': Danny Ocean Reflects on Sudden Stardom and His Deeply Personal New Album

If you aren't familiar with Danny Ocean's music, it's only a matter ...

03/05/2024

Spotify and ELLE Collaborate in Celebration of Emerging Women in Music

Spotify has an unwavering commitment to supporting emerging artists across all genres, to helping them launch and thrive in their careers, and to connecting the...

03/05/2024

La Msica Mexicana no es solamente un fenmeno en Mxico y Estados Unidos, tambin en toda Amrica Latina

Como uno de los sonidos de mayor expansi n en el mundo, la M sica Mexicana va m ...

03/05/2024

Msica Mexicana Isn't Just a Phenomenon in Mexico and the U.S.-It's Taking Over Latin America.

As one of the fastest-growing sounds worldwide, M sica Mexicana is more than jus...

02/05/2024

Meet the 10 Hampton University Students Receiving Spotify NextGen's Scholarship

Spotify is committed to amplifying the voices of underrepresented groups, and th...

02/05/2024

Advertisers and Creators Come Together at Our First-Ever Spotify Sparks in London

With more than 600 million users around the world tuned in to Spotify, there'...

01/05/2024

Celebrate May the 4th With Special Star Wars' Playlists, Audiobooks, and More

Spotify's Star Wars celebrations are in full Force starting today, and this ...

01/05/2024

Spotify's New Hardcore Gardening Playlist and Brain Dead Collab Will Rattle Greenhouses Everywhere

All around the world, millions of Spotify fans love listening to hardcore punk m...