Fresh off releasing new album Spill the Feels led by the DJ Khaled-featuring single “LOVE, MONEY, FAME,” SEVENTEEN’s ongoing global takeover steps into the Big Apple as the K-pop powerhouses partner with Spotify for an exclusive pop-up experience made for their most loyal fans, affectionately known as Carats.
Billboard can exclusively reveal details for Spotify x SEVENTEEN Present: Carat Station NYC, for Oct. 26 in Manhattan’s Soho neighborhood offering fans an in-person experience through their own whimsical, SEVENTEEN-themed world.
Like the band’s recent pop-up with Spotify in Seoul, the immersive experience will let local Carats explore a fantastical train station in the clouds with special, fan-centric details inside. Attendees can explore interactive kiosks and photo ops, including personalizing your light stick at the Charms Customization Station, indulging in Korean delicacies at the Dining Concourse, and exploring the Carat Street Flower Market that will be exclusive to the NY location.
“K-pop is now a major global and growing genre on Spotify and our Carat Station pop-ups represent that,” Lucy Davidson, Lead Label Partnerships at Spotify, tells Billboard. “By bringing the activation to New York City, we’re showing SEVENTEEN’s fans around the world that we see them too…Spotify’s Music teams in Korea, the U.S. and Japan worked in lockstep to create unique events in each city that feel both authentic to that particular place and connected to the larger Carat fandom. That’s why you’ll see common threads throughout each experience, but unique elements as well — like the Flower Market kiosk in New York City.”
Spotify will send personal invitations to SEVENTEEN’s top listeners in the NYC area starting today (Oct. 16), and the event will be open to the public at a soon-to-be announced location. Fans can also make reservations which will be honored on a first-come, first-served basis. RSVP at this link here.
SEVENTEEN also shared an exclusive message with their fans reading on Billboard, saying, “Hi Carats! Thanks for stopping by Carat Station in Seoul this past week. We hope you had so much fun! New York, don’t worry! We have a surprise coming your way too. October 26. See you soon!”
“The Carat Station concept was inspired by the idea that the fan journey starts long before the concert begins,” Davidson adds. “Fandoms are built in the hours leading up to the ‘big moment,’ whether through streaming the music, exploring the artist’s stories, watching videos, or connecting with other fans. Every genre has a unique fandom and K-pop is no different. We know New York’s Carats will be looking for insider details in every corner and so we’ve done our best to deliver SEVENTEEN-specific references for them to discover throughout the experience.”
Carat Station NYC runs parallel to the upcoming U.S. leg of SEVENTEEN’s RIGHT HERE world tour that kicks off its U.S. leg with two shows at Chicago’s Allstate Arena on Oct. 22 before two dates at the UBS Arena in New York.
Get ready for Spotify x SEVENTEEN Present: Carat Station NYC with images from the recent Seoul experience below and check out Spotify’s SEVENTEEN WORLD TOUR [RIGHT HERE] playlist.
