HYBE and Spotify have announced a global content partnership that will put original K-pop video podcasts on the streaming platform.
The first show under the partnership will debut on March 23, the companies announced Friday (March 6).
Starting in April, episodes will expand beyond HYBE‘s own artist roster to include content creators from other industries, covering topics that range from music to daily life.
The content will be produced by HYBE MEDIA STUDIO, the company’s internal production unit, which already handles documentaries, reality shows, and concert films.
HYBE said: “Our new partnership marks our latest effort to offer audiences more immersive ways to engage with K-pop.”
“With Spotify’s 751 million users and its leadership in podcast services, we plan to continue connecting with new audiences and sharing K-pop culture in innovative ways.”
“With Spotify’s 751 million users and its leadership in podcast services, we plan to continue connecting with new audiences and sharing K-pop culture in innovative ways.”
HYBE
Gautam Talwar, Spotify’s General Manager for Asia Pacific, added: “Every day on Spotify, we see the extraordinary passion of K-pop fans around the world as they show up to support the artists they love. This partnership with HYBE is about meeting that energy by bringing fans closer to the stories and creative journeys behind the music.”
“By bringing even more video podcasts and original storytelling on Spotify, we’re creating new ways for fans to connect more deeply with the artists and culture they care about.”
The HYBE partnership comes as Spotify doubles down on video podcasts on its platform. In January, Spotify launched a new studio dedicated for podcasts in Hollywood. It follows the launch of its Los Angeles creative hub in December 2021, spanning 155,000 square feet and features studios to record music, podcasts and videos, and host events.
“Every day on Spotify, we see the extraordinary passion of K-pop fans around the world as they show up to support the artists they love. This partnership with HYBE is about meeting that energy by bringing fans closer to the stories and creative journeys behind the music.”
Gautam Talwar, Spotify
Spotify now operates podcast studios in New York, Stockholm, and London in addition to its two Los Angeles locations. The company chose Hollywood for its new studio, describing Los Angeles as “a global center for storytelling.”
The streaming giant ventured into podcasts in 2019 when it acquired podcast companies Gimlet, Anchor and Parcast. In 2020, Spotify acquired The Ringer, a website, podcast network, and scripted and non-scripted video production house creating sports, pop culture, politics, and tech content.
In October, Netflix and Spotify struck a deal for Netflix to stream video podcasts from Spotify Studios and The Ringer starting this year.
For HYBE, the Spotify partnership could provide a new revenue stream for the company and its artists. In 2025, HYBE posted a 17.5% YoY jump in annual revenues to 2.65 trillion South Korean Won ($1.86 billion won at the average exchange rate for 2025), a new all-time high.
Music Business Worldwide
