SEOUL (ANN/THE KOREA HERALD) – In the face of critics who believe that K-pop‘s popularity has reached its zenith, Guatam Talwar, the General Manager of Spotify for the Asia-Pacific region, exudes a sense of optimism about the genre’s trajectory. He contends that K-pop is on the cusp of its most exhilarating period yet, bolstered by Spotify’s extensive, data-driven insights into the music landscape.
“Our data demonstrates a bright future ahead. The discovery of Korean artists is accelerating around the world, streams are hitting unprecedented levels, and the revenue generated from royalties is more robust than ever,” Talwar articulated in a recent interview in Seoul.
He underscored the skyrocketing international acclaim for the creativity and artistry showcased by K-pop idols, which has only elevated their status on the global stage.
Talwar disclosed that Spotify is currently witnessing an astonishing 5.8 billion monthly streams attributed to Korean artists, with audiences tuning in from diverse regions such as the United States, Brazil, Thailand, and beyond. “In just 2023, Korean artists have been unearthed 2.2 billion times by new listeners on Spotify, reflecting their immense creative power along with the high production standards of their music,” he elaborated.
The growth trajectory is not confined to K-pop alone; a variety of other Korean musical genres, including hip-hop, ballads, rock, and soundtracks (OSTs), are also gaining substantial traction on the global front. Talwar accentuated Spotify’s pivotal role in cultivating this expanding audience and discovering innovative methods to monetize it.
Nevertheless, Spotify finds itself in a challenging competitive environment within Korea, contending with established local heavyweights like Melon and Genie Music. In a strategic move to attract more users, Spotify launched its ad-supported free tier in Korea on October 9.
Talwar remarked on the importance of Spotify’s free tier, stating, “Approximately 60 percent of our premium subscribers initiate their journey with our free tier.” He further highlighted Spotify’s extensive music library, boasting over 100 million songs and 6 million podcasts, which distinctly sets it apart from local competitors.
To resonate with Gen Z listeners, Spotify is placing a strong emphasis on fostering social connections. “Gen Z has an inherent desire for connection, so we’re simplifying the process of sharing songs and playlists on social media. Our Blend playlist feature, for instance, enables friends to collaboratively create a shared listening experience,” Talwar explained.
On October 16, Spotify unveiled an exciting partnership with Instagram, allowing users to seamlessly save songs they discover on the platform to their Spotify accounts. Talwar hinted at more collaborations with social media platforms in the pipeline, all aimed at capturing the attention of the ever-engaged Gen Z demographic.
Guatam Talwar, Spotify’s general manager for Asia-Pacific. PHOTO: SPOTIFY
Interview with Guatam Talwar, General Manager of Spotify for the Asia-Pacific Region
Editor: Welcome, Guatam! It’s fantastic to have you here to discuss the vibrant world of K-pop. Many critics argue that the genre has peaked. What’s your take on its current status?
Guatam Talwar: Thank you for having me! I understand the skepticism, but I genuinely believe we’re on the brink of K-pop’s most exciting chapter yet. The global interest in Korean music is not just a phase; it’s expanding rapidly.
Editor: You mentioned Spotify’s data supporting this optimism. Can you share some insights?
Guatam Talwar: Absolutely. Our data indicates that Korean artists are enjoying a phenomenal 5.8 billion monthly streams. This is a significant growth compared to previous years, with listeners tuning in from diverse regions like the U.S., Brazil, and Thailand. It’s a testament to K-pop’s universal appeal.
Editor: That’s impressive! You also mentioned the discovery of Korean artists by new listeners. What does this tell us about their global reach?
Guatam Talwar: This year alone, we’ve seen Korean artists discovered 2.2 billion times by new audiences on Spotify. This reflects not only their creative power but also the high production values and diverse musical styles they embody. It demonstrates that K-pop is resonating with a broader audience than ever before.
Editor: With such impressive numbers, how do you see the future of K-pop evolving?
Guatam Talwar: I see K-pop continuing to flourish. The artistry and creativity showcased by K-pop idols are receiving international acclaim, elevating their status globally. As long as artists keep pushing boundaries and exploring new sounds, I predict a very bright future ahead for K-pop.
Editor: Thank you, Guatam! Your insights into the future of K-pop are certainly exciting and reassuring for fans around the world.
Guatam Talwar: Thank you! I’m excited to see how this journey unfolds. The future is definitely bright for K-pop.
To support this optimism. Can you share some specific figures that showcase K-pop’s growth on your platform?
Guatam Talwar: Absolutely! Currently, we’re seeing an astounding 5.8 billion monthly streams for Korean artists on Spotify. In 2023 alone, new listeners have discovered K-pop and other Korean artists 2.2 billion times. This surge highlights the growing global audience and intense creativity within this genre.
Editor: That’s impressive! Beyond K-pop, you mentioned a variety of other Korean musical genres also gaining traction. Can you tell us more about that?
Guatam Talwar: Yes! Genres like hip-hop, ballads, rock, and soundtracks are enjoying significant popularity as well. It’s evident that the rich diversity of Korean music is resonating with international listeners, and we’re excited to promote and monetize this broad spectrum through our platform.
Editor: Speaking of competition in Korea, how is Spotify positioned against local platforms like Melon and Genie Music?
Guatam Talwar: It’s certainly a competitive landscape! To strengthen our position, we recently launched our ad-supported free tier, intending to attract a wider audience. Notably, around 60 percent of our premium subscribers start their journey with this free service. Our extensive library of over 100 million songs gives us a unique advantage.
Editor: With Gen Z being such a crucial demographic, what strategies is Spotify employing to engage with them?
Guatam Talwar: Gen Z values connection and collaboration, so we’re focusing on social features. For instance, our Blend playlist allows friends to create shared listening experiences. Additionally, our partnership with Instagram lets users save songs directly from the platform, making music discovery even more social.
Editor: Thank you for sharing these insights, Guatam! It sounds like Spotify is poised to play a pivotal role in the future of K-pop and other Korean music genres.
Guatam Talwar: Thank you! We’re excited about the journey ahead and look forward to continuing our support for Korean artists as they reach new heights.