In celebration of the highly anticipated release of NewJeans’ second EP, Get Up, Spotify has teamed up with the rookie powerhouse to bring the world of NewJeans to listeners across the globe.
Since NewJeans’ explosive debut in July last year, the quintet, made up of MINJI, HANNI, DANIELLE, HAERIN and HYEIN, has been making waves with their music and winning Bunnies over worldwide. Today, the girls have over 23 million monthly listeners on Spotify, and are once again proving that they are a force to be reckoned with. In a week since the release of Get Up, the EP, which features six tracks, garnered over 165 million Spotify streams.
For listeners in the Philippines, Spotify is fueling the excitement around Get Up with a range of exciting initiatives that were co-created with the group.
GET UP CLOSE AND PERSONAL WITH NEWJEANS
One of the highlights of the collaboration is the Bunnyland microsite, an immersive digital experience that lets Spotify users discover which member is their NewJeans hero based on their music tastes. After being matched with a member, users can share their result on social media and listen to a Spotify playlist specially curated by their hero member.
For fans curious about what else NewJeans is listening to, the rest of the members’ curated playlists are also available.
OMG! There’s more! Spotify is also rolling out bonus content to let fans discover more about NewJeans and their new music. Watch the girls battle against a claw machine to build their dream Bunnyland while answering fun random fact questions, completing challenges, and more. They also gave short but sweet sample killing parts from the album – live! Tune in and join them as they unwind and whip up sweet Spoti-pies, and look forward to behind-the-scenes content on Spotify’s K-Pop ON! YouTube and video podcast channels.
ATTENTION! SPOTIBUNINI IS IN THE CITY
To amplify the release of Get Up, Spotify has also deployed giant Spotibuninis across major cities in Asia including Manila. These eye-catching installations feature NewJeans’ adorable new bunny character sporting Spotify headphones. Born from the combination of two well-loved characters – minini by IPXand TOKKI by NewJeans, the group’s new character has been aptly named bunini, and takes on the nickname Spotibunini for the group’s campaign with Spotify.
A special treat awaits fans on-site. The installation activates the Spotibunini Instagram filter (accessible via @SpotifyPH), bringing extra magic to the giant character and revealing a voice message from NewJeans themselves. PH Bunnies can come and visit Spotibunini at Bonifacio Global City until August 20, 2023.
“We’re thrilled to partner with Spotify to present our fans with a diverse range of experiences that bring our group’s unique colors to life. We’ve prepared an exciting campaign to connect with listeners worldwide, and we look forward to sharing these moments with our dedicated Bunnies and new fans,” NewJeans shared.
CONNECTING NEWJEANS WITH LISTENERS ACROSS THE GLOBE
Spotify’s ongoing support for NewJeans has played an instrumental role in their meteoric rise. As a platform that stays ahead of music and cultural trends, Spotify not only recognises emerging talent but also provides them with opportunities to connect with its borderless global audience on a deeper level.
Its efforts to fuel the export of NewJeans’ music have included spotlighting the group on Spotify’s flagship global genre playlist, K-Pop ON!, which has over 5 million followers to date. Additionally, Spotify treated fans to exclusive content to celebrate the release of their first comeback single album, OMG. In January 2023, NewJeans was named Spotify’s EQUAL Ambassador. As they headlined EQUAL, a gender equity program dedicated to amplifying women creators, their music received exposure on the EQUAL Global playlist throughout the month.
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