Spotify Rolls Out ‘K-Pop Performance Video Series’ Exclusively for Premium Subscribers, Taps Enhypen and TWS for First Installments

TWS has added a Spotify performance video for ‘Freestyle.’ Photo Credit: TenAsia

Spotify has rolled out a “K-Pop Performance Video Series,” and the superfan-geared content is solely available to Premium subscribers. The streaming platform recently confirmed the new K-pop videos in a release; technically, Enhypen previously kicked things off by breaking down the choreography for “Loose.” With the involved paid-only works hitting the “K-Pop ON! (온) Hub,” related media is arriving under the “K-Pop ON! Video Podcast” banner for ad-supported and Premium accounts alike.

Unsurprisingly, there’s quite a lot happening in K-Pop ON!. Most notably here, Spotify isn’t just adding the actual performance videos, but is attempting to woo superfans with behind-the-scenes looks at the sponsored filming sessions and more. Those looks, extending to a TWS rendition of “Freestyle” and a Spotify-organized Enhypen activation, are making their way onto YouTube as well.

“Performance videos have long been central to fan culture, transforming songs into dynamic artistic expressions that fuel conversation, shape style, and deepen artist-fan connections,” Spotify Korea head of music Jungjoo Park added in part. “In the exciting visual world of K-Pop, they’re essential—offering fans the next best thing to live shows through striking displays of talent and charisma.”

At the top level, the strategy doesn’t exactly come as a surprise; Spotify has been aggressively pushing video for a while now, and the K-pop space certainly isn’t lacking diehard support.However, that K-pop media is being made available exclusively to subscribers is significant. For the present, the maneuver is one component of a wider crack at boosting subs; K-pop’s reach is, of course, global. And streaming platforms are also having a hard time finding their commercial footing in South Korea’s physical-heavy market.

(Side note: The in-video subtitles for TWS’ “Freestyle” behind the scenes are Korean; it seems superfans will have to navigate to YouTube for English captions.)

But in the bigger picture, it’s not a secret that superfan monetization is a major focus for K-pop giants. Though Hybe’s Weverse jumps out, others like Kakao Entertainment’s Berriz are likewise moving to get in on the action.

Overall, as demonstrated by Hybe’s latest earnings report, the efforts are proving effective. Nevertheless, logic suggests core streaming platforms could capitalize on an inherent advantage – K-pop superfans of all stripes do, after all, coordinate chart-minded listening campaigns for on-demand services – by bolstering their exclusive offerings.

And this might eventually set the stage for new revenue opportunities, especially because Spotify’s broader superfan-tier ambitions appear to have encountered an obstacle or two.