HYBE is expanding its content strategy again – this time through a partnership with Spotify that will bring a new K-pop video podcast series to the streaming platform later this month.

Announced on March 6, the project will debut on March 23, with additional episodes scheduled to roll out gradually from April. The programme will feature appearances from HYBE artists alongside creators from outside the music industry, with conversations ranging from music and creativity to everyday life and broader cultural topics.

The series will be produced by HYBE MEDIA STUDIO, the company’s in-house production unit responsible for documentaries, reality programming and concert films. Placing the podcast within that division suggests the project is being treated less as a promotional side format and more as part of HYBE’s wider push into long-form storytelling.

That shift mirrors a broader change across the music industry. Podcasts – particularly video versions designed for platforms like Spotify and YouTube – have become a new space where artists can extend their narrative beyond album cycles. Instead of short promotional interviews tied to release weeks, the format should allow for longer conversations about process, identity and the creative context around the music.

HYBE framed the partnership as a way to widen the entry points into K-pop culture.

“Our new partnership marks our latest effort to offer audiences more immersive ways to engage with K-pop,” the company said in a statement. “With Spotify’s 751 million users and its leadership in podcast services, we plan to continue connecting with new audiences and sharing K-pop culture in innovative ways.”

For Spotify, the collaboration also builds on the platform’s increasingly visible investment in video podcasting. Gautam Talwar, Spotify’s General Manager for Asia Pacific, pointed to the scale of the existing global K-pop audience on the service.

day on Spotify, we see the extraordinary passion of K-pop fans around the world as they show up to support the artists they love,” Talwar said. “By bringing even more video podcasts and original storytelling on Spotify, we’re creating new ways for fans to connect more deeply with the artists and culture they care about.”

In practical terms, the move reflects how K-pop companies are gradually expanding their media ecosystems. HYBE already operates across documentaries, variety shows and long-form digital content through its internal studios. A dedicated podcast format – especially one distributed through Spotify’s global platform – adds another layer to that, positioning conversation and storytelling as part of the artist experience rather than just the promotional cycle.

The first episodes are expected to appear on Spotify from March 23.