Enter the world of Bunnyland with NewJeans and Spotify!
Celebrate the highly anticipated release of NewJeans’ second EP “Get Up” as the rookie powerhouse teamed up with music streaming platform Spotify to bring the world of NewJeans to listeners across the globe — including the Philippines!
The quintet, comprised of MINJI, HANNI, DANIELLE, HAERIN, and HYEIN, has been making waves with their music and winning Bunnies all over the world ever since their explosive debut on July 2022. The girls have proven once again that they are a force to be reckoned with as of this writing, with over 24 million monthly listeners on Spotify. The six-track EP “Get Up” has received more than 165 million Spotify streams over the week since it was released. Spotify is fueling the excitement about “Get Up” in the Philippines with a variety of exciting initiatives co-created with the group.
The Bunnyland microsite, an immersive digital experience that allows Spotify users to discover which member is their NewJeans hero according to their music taste, is one of the collaboration’s highlights. After being matched with a member, users can share their match on social media and listen to a Spotify playlist curated by their hero.
Want to know what else NewJeans is listening to? Bunnies can also check out the rest of the members’ customized playlists.
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.
On-site, fans will be treated to a unique treat. The installation activates the Spotibunini Instagram filter (available via @SpotifyPH), bringing extra magic to the gigantic character’s charm and revealing an audio message from NewJeans themselves. Spotibunini at Bonifacio Global City is open to PH Bunnies till August 20, 2023.
Spotify has also deployed massive Spotibuninis across major Asian cities, including Manila, to amplify the release of “Get Up”. These eye-catching installations feature Spotify headphones on NewJeans’ adorable new bunny avatar. The group’s new character “bunini”, was suitably named after the merging of two well-loved figures – “minini” by IPX and “TOKKI” by NewJeans – and takes on the nickname Spotibunini for the group’s campaign with Spotify.
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NewJeans shared in a statement:
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.
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 recognizes 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.
