Spotify's "RADAR," which helps support global rising artists, will be collaborating with K-Pop artists such as AleXa!
Keep on reading to know more.
Spotify Announces Collaboration With K-Pop Artists for RADAR Korea, AleXa as the First Artist
Starting off the collaboration project for "RADAR Korea" is K-Pop artist, AleXa, and Arabic pop star, Bader AlShuaibi. This will be the first time a K-Pop artist is participating in Spotify's "RADAR" program, which help supports global rising artists.
Spotify said that the two artists worked on the song "Is It On" together, which has a fresh melody that is based on a unique rhythm of reggaeton, and has an addictive lead sound and intense drop. For this "RADAR" collaboration, Spotify oversaw the overall project, from connecting the two artists to their marketing.
In addition to supporting the production costs for the song and promotions on the platform, Spotify will also be providing advertisements on the billboard at Times Square in New York, as well as promote on various social media platforms to maximize listening rates and exposure to fans all around the world.
"RADAR Korea," which showcases emerging Korean and K-Pop artists, launched in August 2020. AleXa was the first artist to participate in the collaboration, and ranked second as the most streamed among "RADAR Korea" artists in the same year.
AleXa emphasized that this collaboration is a rare opportunity to work with artists from other regions. Her collaboration with Bader AlShuaibi on the song "Is It On" is composed of a new and fresh combination of culture and sounds, so fans can look forward to it.
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Bader AlShuaibi said that the boundaries between cultures and nationalities are gradually disappearing and that his collaboration with AleXa is not only the result of globalization in music but also the result of his personal affection for the K-Pop culture. "I feel proud of participating in the meaningful 'RADAR Collaboration Project' where different cultures meet," said Bader AlShuaibi.
AleXa and Bader AlShuaibi's collaboration song, "Is It On," will be released on May 21 through various music streaming platforms, as well as on Spotify.
Spotify RADAR
According to Spotify, from January 2020 to 2021, the listening rate for K-Pop in the Middle East and North Africa region increased by more than 140 percent. As K-Pop is showing a rapid rise in popularity in the Middle East, Spotify's "RADAR" collaboration not only shows the charm of transcending genres and borders but also introducing two artists to the world on a borderless ecosystem with listeners from more than 178 countries.
Spotify's "RADAR" program is a global rising artist discovery support program that helps the journey of up and coming artists to expand their range of activities and connect them to listeners around the world. Spotify also provides RADAR artists with the necessary elements needed to kick off their journey, such as human and financial resources, marketing promotions, and more, while providing support in many ways to attract more fans.
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The head of Spotify's Global Music Program, Andy Sloan-Vincent, who has led "RADAR" programs worldwide, said that they have spared a lot of time and resources to achieve the first "RADAR" collaboration with K-Pop artists and that Spotify will do its best to connect listeners of K-Pop in new and original ways through continuous collaborations between various rising artists.
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Written by Robyn Joan
