Since their explosive debut in the K-Pop scene in 2015, SEVENTEEN has risen to global stardom, with more than 30 million user-generated playlists on Spotify featuring at least one track from the group. To heighten the anticipation for their [RIGHT HERE] world tour, which began in South Korea earlier this month, Spotify has partnered with SEVENTEEN to provide fans with the ultimate pre-concert experience.
Recognizing that the lead-up to a concert is when fan anticipation is at its peak—from playlist curation to outfit planning—Spotify is creating exclusive pop-up experiences for SEVENTEEN’s fanbase, known as CARATs. These pop-ups will appear ahead of shows in Seoul, New York City, and Tokyo, where visitors can immerse themselves in a magical train station dedicated to SEVENTEEN.
“At Spotify, we are committed to supporting Korean artists and enhancing their connections with listeners,” said Jungjoo Park, Head of Music at Spotify Korea. “Our collaboration with SEVENTEEN to bring fans CARAT Station exemplifies our dedication through the creation of unique experiences that celebrate their artistry and special bonds with CARATs.”
The journey began in Seoul in early October, followed by New York City this past weekend. Next, CARAT Station will make its way to Tokyo, creating excitement for fans in each location.
“Spotify’s Music teams in Korea, the U.S., and Japan worked closely together to create unique events that feel both authentic to each city and connected to the larger CARAT fandom,” said Lucy Davidson, Lead Label Partnerships at Spotify. “When we build an experience in partnership with an artist, we aim not only to bring fans further into their creative world but also to offer something one-of-a-kind that only Spotify can.”
CARAT Station Seoul
From October 5 through 11, CARATs in Seoul stepped into SEVENTEEN’s whimsical world. The metro station-themed pop-up in the Gwangjin District included photo ops, exclusive merch, and surprise fan chant sessions, all set against a vibrant backdrop.
“The subway-themed space displaying our fan chant guide videos left the biggest impression on us,” said SEVENTEEN. “The entire CARAT Station was beautifully decorated and filled with fun elements that made the time here truly enjoyable. We’re thrilled for more visitors to experience this treat. Have lots of fun and enjoy CARAT Station!”
CARAT Station New York City
On October 26, Spotify created an extraordinary CARAT experience in SoHo, New York City. Select SEVENTEEN fans in the area received exclusive invitations to the event, where they explored a magical train station among the clouds. Visitors could explore CARAT-themed kiosks, sample Korean treats at the Dining Concourse, visit the CARAT Street Flower Market, and shop for special items at the CARAT Souvenir Shop.
Before the event, SEVENTEEN members Joshua, Mingyu, DK, and Seungkwan stopped by to check out the space and left messages for CARATs to find at the photo station and wall.
And there’s more. Spotify’s SEVENTEEN WORLD TOUR [RIGHT HERE] playlist features some of the group’s biggest hits, offering the perfect soundtrack for fans gearing up for an unforgettable concert experience.
Ready to join in on [RIGHT HERE]? Hit play below.
