Spotify unveils Seventeen pop-up store in Konkuk University area ahead of weekend concerts

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Spotify unveils Seventeen pop-up store in Konkuk University area ahead of weekend concerts

Published: 09 Oct. 2024, 17:25 Updated: 09 Oct. 2024, 17:41

YOON SO-YEON
yoon.soyeon@joongang.co.kr

The Carat Station Seoul pop-up store for boy band Seventeen organized by Spotify Korea in eastern Seoul near Konkuk University [YOON SO-YEON]

Spotify Korea put together a special pop-up store in eastern Seoul’s Konkuk University neighborhood for boy band Seventeen’s fans who are excitedly awaiting the band’s “Right Here” concerts set to take place this weekend.

Titled Carat Station Seoul, the pop-up store is a place for Carat, the dedicated fan club of Seventeen, to get a taste of Seventeen’s upcoming concerts with interactive content, free merchandise and a chance to prepare their chanting skills along with other fans.

Seventeen is set to kick off its "Right Here World Tour" with concerts at Goyang Stadium on Saturday and Sunday. The tour will then continue in major cities throughout the United States, Japan and other Asian countries.

The band will release its 12th EP, "Spill the Feels," on Monday.

The store has been decorated under the theme of a train station that Carats have to visit to get to the concert venue. Visitors enter the hall and get a free key ring that acts as an event ticket. They then continue their way through the exhibit that contains lockers decorated with props related to each member of Seventeen.

The Carat Station Seoul pop-up store for boy band Seventeen organized by Spotify Korea in eastern Seoul near Konkuk University [YOON SO-YEON]

Members Wonwoo and Dino visited the pop-up store on Monday and left autographs on the mirrors, which fans can look out for.

The basement level of the store features a space resembling a train where visitors can sit down and listen to Seventeen's songs and also take part in a chanting session that takes place every 17 minutes.

The pop-up store comes as part of Spotify Korea's efforts to expand its presence in a Korean music streaming market dominated by YouTube Music and domestic platforms like Melon, Genie Music and FLO, while also helping K-pop acts reach overseas music listeners through its platform.

The number of global user streams of K-pop music rose by 362 percent in 2023 compared to 2018, according to Park Jung-joo, the head of music at Spotify Korea.

Park Jung-joo, head of music at Spotify Korea, briefs reporters on the company's data on K-pop streaming and related strategies in western Seoul on Oct. 8. [YONHAP]

"K-pop is showing a big influence around the world, with K-pop artists landing on diverse global music charts including Billboard," Park told reporters in a press briefing on Tuesday.

"K-pop artists are shaping industries outside of music as well, namely fashion. Artists are becoming connected to listeners around the world through Spotify, not just on global charts but local charts as well."

Spotify Korea has been teaming up with hundreds of artists in Korea, not just in K-pop but also in other music genres, such as rock and R&B, with the aim of helping them reach out to a larger audience outside of Korea. It is also giving global fans a chance to experience Korean music in their countries, according to Park.

Park Jung-joo, head of music at Spotify Korea, briefs reporters on the company's data on K-pop streaming and related strategies in western Seoul on Oct. 8. [YONHAP]

"Spotify prides itself on the top-notch editorial playlists that not only we create but are created by users themselves, and 3,600 Korean artists were included in editorial playlists in just 2023," Park said.

"We are also trying to provide a diverse experience where fans and artists can both make cherishable memories, such as the Seventeen Carat Station. Our aim is to keep on supporting artists and fans through Spotify."

Admission to Carat Station Seoul is free but visitors must all sign up to Spotify, which only accepts people aged over 14. The store is open from 9 a.m. to 7 p.m. until Friday.

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]