Spotify wants K-pop fans to experience music beyond the app

Spotify outlined its vision for expanding music experiences beyond streaming platforms into offline fan engagement during a press meeting held at Spotify Korea’s office in Seoul on Thursday, ahead of an exclusive live event with Le Sserafim.

John Han, head of music at Spotify Korea, said the company aims to connect artists and fans through both online and offline experiences, describing it as a key part of Spotify’s long-term strategy for Korean music globally. “Our mission is always, how do we