The Future of Korean Hip-Hop Just Got Brighter With Spotify’s New ‘K-Hip-Hop Rookies’ Program

Most of us are familiar with K-Pop as it is all over social media and has gained a lot of attention around the world. But what about the other genres within the Korean music industry? There are several other K-music genres that often go unnoticed, such as K-Rock, K-Indie, Pansori, Trot, Ballad, K-R&B, and even K-Hip-Hop. It is unfortunate that most of these genres are overshadowed by K-Pop because there are so many amazing artists that make music in these genres. However, Spotify is about to change the game with its new K-Hip-Hop Rookies program.

Spotify decided to start an innovative K-Hip-Hip Rookies program to help highlight rising KHH artists, and we are definitely excited about it! The first group of rookie artists participating in this program includes toigo, GONEISBACK, NSW yoon, Roh Yun Ha, and XINSAYNE. These five artists also participated in the hit Korean Hip-Hop competition show called Show Me The Money 11. 

Spotify will be partnering with The Seed project under Amoeba Culture, a prominent Hip-Hop label in South Korea, to bring the Rookies program to life. “Spotify will provide a wide range of support, anywhere from track and MV development to online and offline promotions.” It can be pretty difficult for K-Hip-Hop artists to succeed due to the lack of resources or promotion, so we anticipate that this genre will gain more global recognition and success with the help of Spotify.