Spotify Asia’s Kossy Ng Reveal How Fandoms Are Shaping Music Trends

In recent years, the Southeast Asian fan culture celebrates a sense of community that drives the trends that fuel viral and push local and regional acts to be more visible on a global scale.

Spotify Asia’s Head of Music Kossy Ng talked to Billboard Philippines to share about how fandoms play a role in shaping trends in music and add more reach for their favorite artists. In recent years, Spotify has helped artists connect to their fans through interactive experiences and activations, such as SB19 and their beloved fandom, A’TIN.

In the age of streaming, there’s no denying the rich variety and diversity of music listeners and fans can have their ears on. “These passionate fans continue to embrace a vibrant pop mix from Western pop, K-pop, J-pop/Anime to more recently, the rising wave of P-pop and T-pop,” Ng shares.

Fans in the region play a huge part in artists’ success stories, according to Kossy. “In fact, nearly 80% of Spotify users in SEA say they use the platform to support artists they love. Whether it’s reaching new highs on charts or selling out at concerts, they are invested in helping their favourite artists reach new milestones,” she explains.

A’TIN and their unwavering support and commitment to the Kings of P-pop has bolstered the group’s 153+% average year-over-year (YOY) growth on Spotify. But it’s more about making an impact on the overall scene as it has helped introduce P-pop to the wide, global audience. Outside the Philippines, the group’s listenership has reached big international markets like the United States, Canada, Singapore, and the United Arab Emirates.

Fandoms have become more than just a fanbase but a movement and subculture identity with the purpose of uplifting their favorite artists. They are active in driving the promotion for the artists they love themselves, often translating interviews, subtitling videos, and dedicatedly running fan pages.

At the heart of the loyal fandoms in Southeast Asia, it’s always about building connections, whether it be with artists or fellow fans. With this, Spotify is able to elevate the fan experience through empowering fan expression. “We help fans personalize and actively participate in their streaming experience through playlist creation and seamless lyric/song sharing that let them showcase their taste and champion the artists they love,” Ng states.

Compared to fan behaviors over in the Western markets, Southeast Asian fans show loyalty to the artists beyond the music. “There’s a desire for meaningful shared connection not just with artists but fellow fans,” she adds.

“We combined interactive in-app and on-ground experiences to transform streaming into unique moments that can be shared with fellow fans,” expounds Ng. “For instance, ENHYPEN’s fans engaged in an in-app quiz tied to the “Loose (Korean Ver.)” performance video, playfully discovering which member they’re destined for. For SEVENTEEN’s 2024/2025 World Tour, we launched CARAT Station, a five-city pop-up that gave fans a dedicated space to celebrate, connect, and build anticipation together.”

“But it doesn’t stop at artists and fandoms, their loyalty extends to the entire ecosystem that uplifts their favorite acts, including brands that back their idols,” she adds. Brands that support SB19 have been embraced by A’TIN, even making them honorary members of the fandom. Although it has always been part of fandoms to spearhead trending hashtags thanking sponsors or even fan-driven initiatives to boost the brand campaigns, A’TIN has done more.

With Spotify’s BALASA, a fan-powered in-app campaign that celebrated the group’s Simula at Wakas era last May, “A’TIN rallied behind the in-app experience: completing quests, decoding clues, and encouraging the community to unlock all five members,” she says. “Fans embraced it as more than just content; it became a way to celebrate their journey with the band.”

Spotify has supported SB19 since their debut in 2018, recognizing the group’s potential early on. Launched in 2021 was the ‘SB19 A’TIN To!’ campaign that celebrated their 2021 EP Pagsibol. “In this campaign, we partnered with SB19 and six Filipino visual artists to design jeepneys inspired by each track on the EP, turning the iconic mode of Filipino transport into canvases for fan creativity and cultural pride,” Ng shares. These experiences have become a way for A’TIN to feel part of the moment.

“In shaping the experience, we asked ourselves what would genuinely resonate with the fandom, not just as listeners, but as an active part of SB19’s journey. That perspective guided how we brought the campaign to life: activating storytelling and engagement tools like Countdown Pages, Clips, and a curated takeover of The Setlist playlist. These helped build momentum leading up to the tour, while also giving fans a way to relive the best moments long after it ended,” she adds.

“These initiatives mattered to A’TIN because Spotify is helping shine a global spotlight on SB19’s uniquely Filipino music. For SB19, they also marked a step toward reaching more listeners around the world,” Ng continues.

The breakthrough success of SB19 proves that homegrown talent can find audiences beyond borders. The region has become a launchpad for emerging and established acts. Music programs in Spotify like RADAR have served as support for emerging talents to push them towards global reach, “making it easier for listeners to not only explore new music but enjoy artists’ work on a much deeper level that goes beyond viral hits,” she says.

Ng concludes that we can expect to see more cultural exchanges with Asian fans that can ultimately shape trends in the future: “Tapping on the region’s powerful fandom culture, we’re also investing in immersive in-app fan experiences and features like video that can bring fans closer to their favourite artists and ultimately fuel fan loyalty that’s critical to an artist’s growth journey.”