
K-pop, which has transformed from a burgeoning genre to a full-fledged musical phenomenon, has held onto its border-crossing world domination for some time now. And yet there are always new fans turning to the genre from around the world. One such place where K-pop found a particular popularity is the Middle East and North Africa (MENA): From January 2020 to January 2021, the genre saw a 140% increase in Spotify streaming from users in the region.
So with K-pop's prominence as a dominant genre in the MENA region, our Spotify RADAR team saw a unique opportunity to bring an artist from each market together to participate in a cross-border collaboration. The result? Spotify's first RADAR KOREA artist AleXa and RADAR MENA's Kuwaiti-Saudi-based creator Bader AlShuaibi's new single Is It On.
Is It On is a K-pop-style track with high energy based on a distinctive reggaeton rhythm, a fresh melody line, a catchy lead sound, and a drop. Over the past year, Spotify oversaw a virtual collaboration between AleXa and Bader that will ultimately give both artists global exposure and help them expand their audiences to over 178 markets. Of particular interest are Saudi Arabia, the UAE, Morocco, Egypt, and Qatar, which are currently the top five MENA countries streaming K-pop music.
K-pop is a phenomenon that has blown up across the world, and as MENA is a crossroads of culture and trade routes from East to West since antiquity, it only makes sense that K-Pop makes a stop over in MENA, says Spotify's Wissam Khodur, Artist and Label Partnerships, MENA. K-pop already has a healthy share of streams per capita in the region, but making the region's first collaboration between both cultures and genres (K-pop and Khaleeji Pop) will help grow the appreciation for K-pop for sure and bring the artists closer to their fans.
RADAR was designed to help emerging artists around the world reach the next stage in their careers and strengthen their connection to listeners. Spotify provides RADAR artists with resources and access to integral marketing opportunities to help them boost their careers, in addition to expanded reach and exposure. When it came to this collaborative song, Spotify was available to support every step of the way.
From a wide range of marketing support, including a billboard placement in New York Times Square to local and cross-regional playlisting, we've been excited for this RADAR collaboration featuring a K-pop artist for the first time in Spotify's history, explains Spotify's Wootae Kim, Artist and Label Partnership, Asia. We are confident to introduce both AleXa and Bader to each other's market and globally in the most Spotify way, while continuing to connect K-pop with the world in creative ways.
To celebrate the launch of the song, we asked each RADAR artist to reflect on the collaboration and what it meant for them as creators. Read what they had to say below.
Bader AlShuaibi
You're known for your pop hits. What elements were different in creating a K-pop song? Music is music, so the same passion was injected into this project, but the new element I felt during this song was that the tempo of the music was different than what we are used to in the MENA area. It was a fun, new, awesome experience.
What elements of your own creativity and style did you infuse in Is It On ? Trying something new in every production. In this one in particular I sang with a fast flow, I almost rapped. Something I've always wanted to try and I did.
How can music bring people together across borders? Music is a very passionate way of communication. The expansion of Spotify around the globe made it easier to understand what's going on in every part of this planet. We can understand each other better with music.
AleXa
You became the first RADAR KOREA artist back in August 2020. What has your experience been like since then? It is a huge honor and I still feel grateful for all the opportunities Spotify has provided. RADAR enabled me and my team to share our music and work of art to fans all over the world. I also got to meet new fans thanks to Spotify. I'm so grateful to everyone behind the scenes that helped make this possible!
Why should your fans be excited for this collaboration? I really believe that this is a never-heard-before kind of project! It has lyrics in Korean, Arabic, and English. And the melody exudes a unique energy based on a distinctive reggaet n rhythm and catchy lead sound. Every element in the track is so distinctive and culturally outstanding on its own, yet they are all beautifully intertwined with each other. It's a harmony of different cultures.
I still remember during the recording session, everyone was so pumped up and excited, dancing and jumping to it. I really hope our fans and everyone who gets to hear this project can feel the same energy!
What are you looking forward to in the future coming out of this collaboration? I'm currently preparing for my comeback in mid-June, which is very soon! I hope that my lovely and beautiful A.I. Troopers (fan base) enjoy Is It On, and hopefully our song reaches new fans globally. I'm also hoping that through this project, more people get to understand that music is borderless and that music itself is communication when listeners can feel the beat!
Want more RADAR? Stream the global RADAR playlist below.
Most recent headlines
13/03/2025
TAG Video Systems and Harmonic Partner to Deliver Enhanced Real-Time Monitoring ...
13/03/2025
DigitalGlue Invites NAB Visitors to Experience New Features in Managed Storage P...
13/03/2025
FOR-A America Theme - Connecting the Present, Building the Future - Comes to Lif...
13/03/2025
CTIA, the wireless industry association, has named former FCC Chairman Aji Pai as its President and Chief Executive Officer, effective April 1. He replaces Mere...
13/03/2025
he National Association of Broadcasters is urging the FCC to end its investigation of that controversial CBS interview with Kamala Harris stating there is no ...
13/03/2025
MIAMI CBS News & Stations continues to expand its use of augmented and virtual reality technologies with the planned launch of an augmented reality/virtual real...
13/03/2025
Srividhya Srinivasan, co-founder and chief customer success & innovation Officer at Amagi, tells TVBEurope how staying ahead of the latest trends is essential f...
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
13/03/2025
What's next in AI is at GTC 2025. Not only the technology, but the people and ideas that are pushing AI forward - creating new opportunities, novel solution...
13/03/2025
Facebook
Twitter
LinkedIn
By combining T-Mobile's robust network, Thal...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....
12/03/2025
Nevion announces new 400G addition to its eMerge SDN media fabric offering
Brie Clayton March 12, 2025
0 Comments
High-capacity switch enhances existi...
12/03/2025
DaVinci Resolve Studio Delivers Cinematic Sound for Adam Bol
Brie Clayton March 12, 2025
0 Comments
Feature film relies on DaVinci Resolve Studio for ...
12/03/2025
SVT Leverages Ateliere Live to Pioneer 100% Software-Defined Production at Rally...
12/03/2025
Berklee Awards Fenway Neighborhood Improvement Grant to Four Organizations A total of $17,000 will be distributed among the Boston-based nonprofits.
By
Madd...
12/03/2025
TVBEuropes Jenny Priestley sits down with new SMPTE president Richard Welsh to discuss his aims for the organisation going forward, its efforts to attract a you...
12/03/2025
The new process has significantly enhanced operational efficiencies, with automation freeing up creators to concentrate on higher value tasks
By Matthew Corrig...
12/03/2025
Jellyfish Pictures, which has offices in London and Sheffield, said it has been battling hard in the face of strong headwinds over the last 12 months
By Jenny ...
12/03/2025
Visit Booth #W2213 to Experience the Latest in AI-Driven Content Discovery and Workflow Automation
Bitcentral, a leader in media workflow solutions, is set to ...
12/03/2025
CHICAGO Jeff Lilly has been named WGN-TV director of technology effective March 17, 2025, according to Ric Harris, WGN-TV vice president and general manager....
12/03/2025
MOUNTAIN VIEW, Calif. A new study from LG Ad Solutions indicates that consumers want more features that would allow them to shop for products on the connected T...
12/03/2025
BOTHELL, Wash. The Alliance for IP Media Solutions (AIMS), Advanced Media Workflow Association (AMWA) and the Video Services Forum (VSF) will once again present...
12/03/2025
PHILADELPHIA Comcast announced that it has upgraded Xfinity Internet speeds for more than 20 million customers for no additional cost....
12/03/2025
Create with Maxon: Cinema 4D Fundamentals Workshop - March 12-14
Brie Clayton March 11, 2025
0 Comments
Makin' Waffles with Elly Wade
During Marc...
12/03/2025
Ottawa, Canada - March 12, 2025 - Ross Video is pleased to announce the appointment of Aaron Tunnell as Business Development Director, Cloud Solutions, reinforc...
12/03/2025
12 Mar 2025
VEON to release 4Q 2024 trading update on 20 March 2025 Dubai, 12 March 2025 - VEON Ltd. (NASDAQ: VEON), a global digital operator, today confirms ...
12/03/2025
Getting set for the Winter Olympics: Inside SVT's ongoing software-based pro...
12/03/2025
THE PLAYERS Championship 2025: AI Commentary, Shared-Reality Viewing at COSM, La...
12/03/2025
Seamless SMPTE 2110: A Discussion on Making the Move to IP Less Painful Leaders from Netflix, Monumental Sports & Entertainment, LinkedI, and Megapixel address ...
12/03/2025
Opening Doors of Perception: Meta's Ajit Ninan on Rethinking AR/MR Perceptua...
12/03/2025
With the 2025 Formula 1 season set to begin in Melbourne on March 16, Sky Sports is gearing up to deliver its most comprehensive F1 coverage yet. Following a th...
12/03/2025
Unicanal and Trece TV revolutionize Digital TV in Paraguay with Rohde & Schwarz ...
12/03/2025
Honoring Service, Celebrating Sport: Rohde & Schwarz UK Sponsors NavyFit Rugby D...