Global K-pop group BTS has teamed up with Spotify to launch a new fan campaign ahead of their upcoming album.
The partnership, called “SWIMSIDE,” was announced on March 10 and will include special in-app experiences, exclusive content, and pop-up events for fans around the world.
The campaign is designed to build excitement for BTS’ upcoming album ARIRANG, which is set to release on March 20, 2026. The project marks the group’s major comeback after several years without a full studio album.
One key part of the campaign is an interactive Spotify experience called “Decoding ARIRANG.” It launches on March 13 and acts as a countdown event leading up to the album release.
The campaign takes its name from the album’s lead single SWIM, which was co-written by BTS leader RM along with several international producers.
The upcoming album carries strong cultural meaning. The title ARIRANG references one of Korea’s most famous folk songs and reflects themes of identity, heritage, and the group’s global journey.
With special content, fan experiences, and global events planned, the “SWIMSIDE” campaign shows how Spotify and BTS are turning the album launch into a major worldwide moment for fans.
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