Spotify’s niche marketing amplifies Korea’s indie music scene

When Spotify, the world’s leading audio streaming platform, says it operates under the vision “Artist First,” it means it. Beyond collaborations with major K-pop singers, the platform is also shining a spotlight on Korea’s indie talent. In June, Spotify hosted its first media event of the year, “Spotify Soundcheck,” in Seoul, highlighting its focus on delivering highly personalized music experiences. Alongside “K-Pop On!” — a playlist launched in 2014 to introduce new K-pop artists abroad — Spot