LG Uplus Rides Global Giants... Partners with Spotify Following Netflix

Exclusive Partnership with Domestic Telecom
Service Starts from the 10th
Free for 6 Months for Customers Using 5G·LTE Plans Above 85

[Asia Economy Reporter Cha Min-young] LG Uplus is strengthening its 'true fan' strategy by partnering with the world's largest music platform, Spotify, following Netflix.

On the 10th, LG Uplus announced that it signed an exclusive partnership with Spotify in Korea and will launch plan-linked services. This is the result of actively pursuing the partnership since rumors of Spotify's entry into Korea surfaced in January this year.

Spotify offers 70 million songs in 178 countries worldwide and has 365 million users. Users can enjoy over 4 billion playlists, including those curated by athletes, actors, influencers, and politicians.

On Spotify, users can enjoy over 4 billion playlists. These include playlists curated and updated by Spotify's music specialist team, movie and drama OSTs, and user-generated playlists. It is also possible to listen to playlists created by athletes, actors, influencers, politicians, and industry experts. You can discover former U.S. President Barack Obama's summer music preferences or the music tastes of each BLACKPINK member. Personal taste analysis is further refined through playlist 'likes' and 'follows.'

As the third-largest mobile carrier, LG Uplus aims to enhance mobile customer satisfaction through this partnership with Spotify, just as it strengthened its paid broadcasting strategy by partnering first with Netflix, the world's largest online video service (OTT) provider. It is also actively negotiating partnerships with Disney Plus, which is considering entering the Korean market in the second half of this year.

This aligns with CEO Hwang Hyun-sik's true fan strategy. As content power becomes more important, this move is interpreted as an effort to increase genuine fans, including the MZ generation, through partnerships with media giants.

LG Uplus will also hold a promotional event to commemorate the Spotify partnership. Customers using LG Uplus's 5G and LTE plans can use 'Spotify Premium,' which costs 10,900 KRW per month, free of charge starting from the 10th. Customers with monthly plans of 85,000 KRW or more can use the service free for six months, and those with less than that can use it free for three months.

Jung Hye-yoon, LG Uplus IMC Director (Executive Director), said, “Through a strategic partnership with the world's number one music platform, which features a curation function that analyzes and recommends based on customer preferences, we have created an opportunity to provide competitive services to our customers.” Park Sang-wook, Managing Director of Spotify Korea, said, “We expect to provide Spotify's unique services to more people through this partnership.”