K-Hip-Hop Artists Are Given The Spotlight With Spotify’s New Program “K-Hip-Hop Rookies”

Spotify is launching their new program “K-Hip-Hop Rookie”, with the goal to support K-Hip-Hop artists! First to be featured on the program are five K-Hip-Hop rookies toigo, GONEISBACK (GoEunYi), NSW Yoon, Roh YoonHa, and XINSAYNE. who participated in this year’s “Show Me The Money”!

The five artists are releasing the track ‘HOP ON THE TRUCK (Prod. Padi)’, which was pre-released exclusively on Spotify yesterday (January 17). The track will officially be available to the public on January 20 at 6PM KST, through various music platforms. Simultaneously, the music video of the track will also released on YouTube through both channels of Amoeba Culture and Spotify.

Spotify’s “K-Hip-Hop Rookie” program is created in collaboration with “The Seed” project of one of the leading Hip-Hop labels in Korea, Amoeba Culture, in line with their aim to support rising artists in Korea’s local Hip-Hop & R&B scene.

The track ‘HOP ON THE TRUCK’ is produced by Amoeba Culture, and is the first track performed by the 5 K-Hip-Hop artists after their stunt in “Show Me The Money 11”. It gives across the message of going forward for the 5 artists, even after the show ended, by hopping on the truck. Spotify is providing support for the track, including MV development and promotions, both online and offline. The track’s music video’s teaser is even included in music platform’s K-Hip-Hop playlist “KrOWN”. Also behind-the-scene interviews, where the rappers share their inner thoughts about their personal experience on the rapper survival show, and other various content will be made available on Spotify clips soon.

K-Hip-Hop Artists Are Given The Spotlight With Spotify’s New Program “K-Hip-Hop Rookies”

“Show Me The Money” Official

Spotify’s support for K-hip-hop is especially meaningful in that many labels and artists have been working hard to continue boosting attention to the genre, particularly after “Show Me The Money 11” was over… We hope the K-hip-hop scene will continue to attract global listeners’ attention in diverse and creative ways through Spotify.
Amoeba Culture Representative

We will continue to work hard to connect more local Korean artists across different genres including hip-hop not only with fans around the world, but also with more global listeners who have not yet felt the charm of the diverse local Korean music scene
Spotify Spokesperson

Spotify, as one of the biggest audio streaming platforms worldwide, has constantly made efforts towards the globalization of K-Hip-Hop. It also rebranded its official K-Hip-Hop playlist, from “K-Hip-Hop +82” to “KrOWN”. Last December, Spotify also unveiled KrOWn’s campaign video, which featured the biggest names in the K-Hip-Hop industry such as Yoon Mirae, Tiger JK, Dynamic Duo, The Quiett, and Jay Park.