[Edaily Starin KIM HYUNSIK Reporter] K-pop agencies and idol singers are increasingly utilizing “video podcasts” as a new channel for communication. Unlike existing in-house content, which tends to be heavily variety-show-oriented, video podcasts are seen as having the advantage of allowing for in-depth discussions—covering musical perspectives, the creative process, personal tastes, and even daily life—through extended conversations.

◇HYBE Launches “Stand A”… Gaining Popularity on Global Spotify
Video podcasts are a form of content that allows viewers to enjoy the guests’ conversations alongside video footage, much like “visual radio.” Since listeners can follow along with the audio alone without needing to watch the screen, they can comfortably enjoy the content while commuting or doing other tasks.
HYBE is the most proactive player in the K-pop industry when it comes to utilizing video podcasts. Last March, HYBE began producing podcast content through its dedicated in-house division, HYBE Media Studio, and expanded its distribution network by signing a global content partnership with Spotify, the world’s largest music platform.
The video podcast brand launched through this partnership is “STAN:A.” Starting with ENHYPEN’s “Blood Diary,” HYBE is rolling out a series of content that explores music and artists’ stories in various ways.

According to HYBE on the 23rd, since its launch, the “STAN:A” channel has ranked No. 1 on the daily music charts of Spotify’s “The Podcast Chart” in a total of five countries, including the U.S., Australia, Germany, Sweden, and the U.K., and reached a peak ranking of No. 2 in Brazil and Mexico.
Additionally, in the “Top Podcasts” category—which ranks popular channels by country and region based on weekly active listeners—it appeared on the charts in a total of 22 countries, including the U.S., the U.K., Japan, Germany, France, and Mexico.
Building on these achievements, HYBE is expanding its content and lineup of guests. It launched the new “Stand [ ]” series, which features stories about artists and albums, with appearances by SEVENTEEN, Evan, and ANTEAM, and earlier this month, it launched “HMM” (Huh’s Memo), hosted by LE SSERAFIM’s Huh Yoon-jin.
“HMM” is the first “Stand A” series to be conducted entirely in English. The first episode, released on the 7th, quickly surpassed 1 million views. Notably, 56% of the total views came from the United States.
◇JYP and SM Join the Fray… As a New Channel for Communication and Promotion
Not only HYBE but also other K-pop agencies and artists have jumped into producing video podcasts.
JYP Entertainment (JYP) launched its own video podcast brand, “JYP Podcast,” last month. For its first series, the company unveiled “3RACHA Session,” hosted by Stray Kids’ production unit 3RACHA members Bang Chan, Changbin, and Han. Through this content, the three members look back on the formation of 3RACHA and their early tracks, sharing insights into the music-making process and their thoughts as creators.
Johnny of NCT, signed to SM Entertainment (SM), also launched his solo podcast, “Journey with Johnny,” on the 16th. Every Wednesday, Johnny discusses topics related to K-culture. He covers a wide range of topics, including the latest K-culture trends, his personal tastes, personal experiences, and daily life. In the first episode, he began with a basic self-introduction—including his name and age—and then moved on to discussing his preferences and daily life.

Video podcasts are gaining influence across the global content market. Major platforms—including not only Spotify but also Apple and Netflix—are expanding their related content and features. Spotify announced that in May, the number of users streaming video podcasts surpassed 500 million, marking a year-over-year increase of approximately 50%.
Keeping pace with this trend, the K-pop industry is launching video podcasts on global platforms such as YouTube and Spotify to expand its reach to international audiences. HYBE began operating a “Stand A” brand channel on CJ ENM’s K-pop content platform, Mnet Plus, starting on the 18th. This marks the first time Mnet Plus has launched a brand channel dedicated to a specific content brand’s programs in a single space.
A HYBE representative explained to Edaily, “Since podcast content naturally reveals the personal stories of artists—stories that are hard to come by in standard interviews or on stage—it allows us to connect with viewers in a more sincere way.”
The ability to attract new music audiences is also cited as a strength. According to HYBE, a significant portion of users who listened to NHYPEN’s “Blood Diary”—the first “Stand A” content on Spotify—had never listened to NHYPEN’s music before.
A HYBE representative conveyed the current trend, stating, “Video podcasts go beyond being content targeted solely at a specific artist’s fandom. New users are being drawn in by their interest in the content itself, which is leading them to listen to the artists’ music as well.”