Fact Check: Is HYBE Really Doing “Payola” For ILLIT On Spotify?

Recently, rumblings within the K-Pop spaces have raised eyebrows regarding HYBE Labels‘ promotional strategies for ILLIT‘s debut track “Magnetic” on Spotify. The accusations have risen following ILLIT’s unprecedented success on the streaming platform.

A faction of K-Pop fans allege that HYBE has resorted to “payola,” a practice where payment is made to a platform for unsolicited promotion, ensuring that “Magnetic” automatically plays after other K-Pop tracks end.

this is crazy pic.twitter.com/Ha1Mvubgc8

— tricky???? (@vidaispinks) April 5, 2024

On the flip side, other fans have stepped up to dissect these accusations, attributing the autoplay to Spotify’s sophisticated recommendation system. This built-in feature curates a list of songs, presenting them to listeners as subsequent tracks based on various factors like listening history, liked songs, playlist additions, and similarities to other users’ listening patterns.

Spotify employs complex algorithms to enhance user experience by tailoring music recommendations. The Autoplay function activates when the song ends, cueing up tracks that align with the listener’s preferences and history. These selections are driven by data analytics and user behavior rather than financial exchanges intended to spotlight certain songs or artists, according to a fan.

Spotify's algorithms are made to recommend songs to listeners based on their listening history, the songs they've liked or added to playlists, and what other listeners with similar tastes have enjoyed.

— choco (@run2chocoji) April 7, 2024

Critically, the recommendation engine and its outcomes rest on Spotify’s commitment to delivering personalized musical journeys. Thus, fans are claiming that the app’s AI is engineered to introduce new music that listeners might enjoy, predicated on algorithmic interpretations of user habits and trends, not on under-the-table deals favoring specific content.

these tools are designed to introduce music to relevant listeners rather than guarantee playtime, and they operate within Spotify's guidelines to ensure fairness and transparency.

— choco (@run2chocoji) April 7, 2024

While debate about HYBE’s alleged “payola” practices for ILLIT’s “Magnetic” on Spotify persists, it’s important to remember that all these claims are unverified, stemming from fan theories rather than concrete evidence. As it stands, the link between ILLIT’s streaming success and potential payola remains hypothetical and speculative.

Regardless of the accusations and defences, ILLIT is enjoying its exciting debut and the success that has come with it. The group is predicted to debut on Billboard’s Hot 100 this Friday—a first for any K-Pop group.