Seoul, South Korea – BLACKPINK is set to become the first K-pop act to undertake a large-scale collaboration with the National Museum of Korea, coinciding with the release of the group’s new EP, “Deadline,” on February 27th. The project, a partnership with the global music streaming platform Spotify, will run for eleven days beginning February 26th, according to YG Entertainment.
The collaboration marks a significant moment for both the museum and the K-pop group, bridging music and cultural heritage in an effort to engage a wider audience. BLACKPINK will provide voice commentary for eight of the museum’s most prominent artifacts, offering visitors a unique perspective on Korea’s historical treasures through the voices of the group’s members. The museum’s exterior will be illuminated in BLACKPINK’s signature pink color to celebrate the album release.
A pre-release listening session for “Deadline” will be held on February 26th in front of the digital reproduction of the Gwanggaeto the Great Stele, located in the museum’s “path of history.” Reservations will be required through Naver, with exclusive time slots reserved for Spotify Premium users. Following the album’s official release, the listening session will be open to all visitors during regular museum hours.
The move reflects a growing trend of K-pop artists incorporating Korean cultural symbolism into their promotional activities, as noted by industry observers. This initiative follows a similar, though distinct, effort by BTS, who will launch their comeback with a free concert at Gwanghwamun Square in Seoul on March 21st, to celebrate the release of their fifth full-length album, “Arirang.”
BTS’s performance is planned to begin inside Gyeongbok Palace, proceeding through Gwanghwamun Gate and the “woldae” ceremonial stage before culminating on a stage erected at the northern end of Gwanghwamun Square. BigHit Music, the band’s agency, stated that the location was chosen to reflect the symbolic weight of the album’s title, referencing Korea’s most famous folk song. The concert is likewise scheduled to be streamed live on Netflix to over 190 countries, offering an international audience a view of Korea’s cultural heritage alongside the group’s performance.
BTS has previously utilized Gyeongbok Palace as a backdrop for a segment on NBC’s “The Tonight Demonstrate Starring Jimmy Fallon” in 2020. Police anticipate a crowd of up to 260,000 fans in and around Gwanghwamun Square, though the concert venue itself will only accommodate approximately 15,000 ticket holders.
Cultural critic Jung Duk-hyun suggests that these initiatives by BTS and BLACKPINK could have a significant impact beyond the realm of music. “If traditional culture is presented purely through promotional materials, people might resist it,” he said. “But when popular artists introduce it naturally, the effect can be far greater. Every move these artists make now forms part of K-culture.”
“Deadline” will be BLACKPINK’s first full-group project in three years and five months, following the release of “Born Pink” in September 2022.
