In a recent study by Spotify, it was revealed that Korean hip-hop music is resonating more strongly with international audiences, particularly in the United States, compared to its reception in Korea itself. The data, released on April 22, indicated a staggering 95-fold increase in Korean hip-hop streams since 2014 on the global music platform.

Topping the charts in terms of listenership is the United States, followed closely by Mexico, Korea, Brazil, India, the Philippines, Japan, and Canada. Spotify interpreted these findings as a clear testament to the growing global interest in Korean hip-hop.

As part of their initiative, Spotify launched the 'KrOWN Project'. Additionally, they are hosting the 'KrOWN Playlist Takeover', allowing artists to directly curate parts of the playlist.

Furthermore, Spotify is actively involved in Korean hip-hop festivals, notably the upcoming 'Hip Hop Playa Festival 2024' in Seoul on May 4-5, where they hold the prestigious position of the event's official main sponsor.

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