K-Pop Makes for 25 Percent of Spotify’s ‘India Discovers’ Playlist
Indian Gen-Z listeners are into tracks by TXT, ITZY, iKON and Sunmi
After taking consensus of which artists were most streamed for the first time by 18 to 24 year olds over the last 60 days, Spotify unveiled a new playlist titled ‘India Discovers.’ With 40 tracks by several artists around the globe, emerging and established, it’s an insight into what our country’s Gen-Z listeners are discovering on a daily basis and sharing with their peers.
First in popularity are collaborative tracks which include Normani and Khalid’s “Love Lies,” and Scottish rock band CHVRCHES and Marshmello’s “Here With Me.” Surprisingly, K-pop emerged as the second biggest trend, with South Korean pop artists making up 25 percent of the ‘India Discovers’ playlist. Rookie boy group Tomorrow X Together lead the way with seven-member group iKON close behind. Popular girl groups like ITZY, Twice, Mamamoo, (G)I-dle and leading solo artist Sunmi also make an appearance.
Third most popular among Gen-Z listeners are–surprisingly–ambient instrumentals to aid sleep and meditation. The ‘India Discovers’ list features producers like Steven Goldmund and Rand Aldo. Finally, cover performances round up the playlist nicely, with Haley Reinhart’s rendition of “Can’t Help Falling in Love” ranking particularly high in popularity.
The Top 10 artists from around the globe that 18 to 24-year-old listeners in India have streamed for the first time over the past 60 days are:
3. Cigarettes After Sex
6. Haley Reinhart
7. Tomorrow X Together
8. Steven Goldmund
10. Rand Aldo
The most discovered K-pop artists in India are:
1. Tomorrow X Together
6. Big Bang
10. Red Velvet