Spotify and NewJeans’ Bunnyland: A New Dimension of K-Pop Fan Engagement

Music streaming giant Spotify and South Korean pop girl group, NewJeans, are transforming album rollouts with the launch of an immersive digital platform, Bunnyland, to celebrate the group’s latest EP titled ‘Get UP’.

The unique experience enables fans to connect with the band on a personal level, offering insights into the member’s musical preferences and even matching users with a band member based on their own music tastes.

The fan experience doesn’t stop there. Spotify is also offering bonus content, including exclusive interviews with NewJeans and behind-the-scenes footage of their K-Pop On! YouTube and video podcast channels.

In a physical extension of the digital experience, the music streaming platform has also established Bunnyland pop-up spaces in Jakarta and Seoul. These vacation-themed spaces bring the musical world of Get UP to life with NewJeans-inspired arcade games, a Playlist Station, and Bunny Beach.

The Bunnyland experience is open until Aug. 6 at Lotte Shopping Avenue in Jakarta, with exclusive gifts available for fans. To enhance the physical experience, giant rabbits wearing headphones, called Spotibunini, have been stationed at malls in Jakarta and Manila.

This innovative collaboration between Spotify and NewJeans exemplifies the future of fan engagement, blurring the line between digital and physical experiences to create a unique platform for fans to connect with their favourite artists.