Tumblr Launches Dedicated K-Pop Hub: Exclusive

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Courtesy of OFF THE RECORD Entertainment
IZ*ONE

"We want to recognize these fandoms and this community by operating a home base to highlight the best of the best."

The K-pop community gets its latest dedicated space in the mainstream digital world today.

Billboard is happy to share exclusive first details on the launch of kpop.tumblr.com, Tumblr's new home dedicated to K-pop content. Tumblr says that the new hub will be focused around artist spotlights and Answer Times, the platforms' signature Q&A format. As well, followers can expect curated content featuring fan art, gif sets, news items, as well as tour and festival-specific campaigns. Fans also expect deep data dives specific to the community as well.

The launch will kick off with a music spotlight Q&A feature on IZ*ONE -- the Korean-Japanese girl group who just earned their highest position on Billboard's World Albums chart last week -- as well as a special interview with boy band ATEEZ coming next week. 

According to Tumblr, the reasoning behind a specific K-pop corner came from the consistent over-performance of idol groups compared to most American artists -- seen in BTS being the platform's most engaging music act since 2016 and those numbers only growing today. This past month's data show the "Boy With Luv" singers as the most-talked about musical artist across Tumblr, with rising boy band Stray Kids as the second-most popular group, as new acts like LOONA and ATEEZ all show early signs that fandoms are creating homes for their fanbases on the platform.

"Tumblr has been dedicated to acknowledging our K-pop community since our first Year in Review in December 2013," Amanda Brennan, head of content insights and social at Tumblr, tells Billboard. "We've chosen to branch out with an official hub to celebrate all things K-pop now as we've seen K-pop fandom become part of more people's daily lives. We want to recognize these fandoms and this community by operating a home base to highlight the best of the best in the community."

Fans can check out and follow kpop.tumblr.com now.