Spotify said on the 30th that it launched the global campaign "SWIMSIDE" in Korea to mark BTS' comeback, moving to expand fan experiences.
The campaign focused on providing an immersive experience that lets fans connect with one another beyond just listening to music. By combining in-app content and offline events, it presented a new way to enjoy music together.
"SWIMSIDE" began on the 23rd at Pier 17 in New York. With about 1,000 top listeners taking part, BTS performed as a full group, drawing global fan attention.
In Korea, a cruise-style event ran on the Han River from the 27th to the 29th. About 2,000 Spotify Premium users took part, enjoying music and hands-on content together.
The venue was set up as an immersive space based on BTS' new album. Inside the cruise were sing-along sessions, interactive photo zones, and music quiz-based experience areas, along with media art and fireworks staged to the new songs.
In addition, Spotify codes installed throughout the venue let attendees play exclusive voice content directly in the app, seamlessly linking the offline experience with online streaming.
At Yeouido Hangang Park, a "Spotify Lighthouse" pop-up space allowed fans to leave messages and listen to music together through participatory programs.
Spotify said the campaign expanded the ways artists and fans connect around music and presented a new fan-experience model that spans both online and offline.