Spotify announces the first RADAR MENA x Korea collaboration

May 18, 2021

Featuring Bader AlShuaibi and AleXa

Spotify have announced its third RADAR collaboration in the MENA region, bringing together artists of two cultures united by their love for K-Pop. The collaboration will see RADAR artist Bader AlShuaibi, a Kuwaiti-Saudi based pop artist and K-Pop artist AleXa, join forces to release a K-Pop style track with high energy based on a distinctive reggaeton rhythm. The track “Is It On” is set to release on May 21st under the RADAR program. This is the first time Spotify facilitates such a unique collaboration as the first of its kind for the RADAR program.

RADAR MENA showcases rising artists from the region like Bader AlShuaibi whose music gained popularity in Kuwait and the MENA region. His music is streamed most in Saudi Arabia, UAE, the United States, and Kuwait. AleXa was the first RADAR Korea artist to join the program after it’s official launch in August 2020. She was also the second most streamed RADAR KOREA artist globally in 2020.

The RADAR program is Spotify’s global artist program, exclusively designed to help emerging artists around the world reach the next stage in their careers and strengthen their connection to listeners. Spotify has been preparing for the RADAR collaboration for over a year. While the track will be fully owned by both artists’ labels, Spotify oversaw the collaboration project starting with connecting the two artists to financial and marketing support. The support not only includes the cost of production and on-platform promotion, but it also includes billboard placements in New York Times Square as well as social media support to maximize exposure and drive listenership globally.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.