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( 02-6412-0125~8)
About the Publication
Magazine B is an ad-free monthly publication that dedicates each issue to one well-balanced brand unearthed from around the globe. The magazine introduces the brands hidden stories, as well as its sensibility and culture, and is an easy but also serious read for anyone with an interest in brands.
About the Issue
Welcome to the 96th issue of B.
Back in 2018, when B revisited Seoul, the capital city of Korea, to put out a second edition, we talked about what city would be the best for the city issue besides Seoul. Many of our editors—including me—thought of Busan, the second largest city in Korea, and Jejudo Island for its breathtaking natural landscapes. Five years later, we wound up doing an issue that features Busan. Of course, we were drawn to Jejudo Island because it embodies the idea of rest and relaxation, but truthfully, we were more curious about Busans many faces beyond the beaches and tourism. I myself visit the coastal city every year and always feel like moving there whenever I go, so it is obvious that the port city 400 km south of Seoul has some kind of magnetic allure.
Each time I arrive at Busan Station and taxi to Haeundae to get settled in—Ive done this so many times I dont dare to even try to count—I find myself mesmerized by the landscape of the piers as I look out the car window. Not until rows of shipping containersand towering cranes catch my eyes do I feel like, Ah! Finally, Im in Busan. It feels like passing through immigration. Maybe because of the unique layout of port cities, I have always assumed that Busan was bigger than Seoul. Maybe it is the impression that you can only get from the second- or the third-largest cities. Apparently, it is the norm that the nations largest city—the capital city in an administrative and economic sense—naturally chases ideas like global standards and cosmopolitanism. Despite the never-ending changes inarchitecture, culture, and commercial districts that seem to pop up overnight, capital cities always feel rather mediocre when all things are said and done. That might explain why I have recently heard globe-trotters grumbling that there is nothing special out there. Everything is already in Seoul.
But Busan has staved off this rather imminent phenomenon of standardization. Of course, the city boasts a good number of flagship stores by globalbrands, inventive and fancy restaurants, and uniform- like styles that hipsters wear, but these elements
do not shape the visitors impression of the city. Rather, Busans cultural elements—embedded in the clothing, food, and architecture—forge a distinctive locality in its raw state, emerging through the cracks between the well-developed infrastructure that is essential for a big city to survive. The essence of Busan that B captured for this issue also centers on the people, the products, and the companies that add contemporary twists to local tradition. From Momos Coffees Jooyeon Jeon, who triumphantly sprang up from the local specialty coffee scene and on to the global stage; and Balansa, a fashion brand whose contemporary chicness is no less superb than Seoul- born rivals; to Gentz Bakery, which strives to retaina sense of Koreanness. All these players generated cultlike followings locally and received offers to expand to Seoul. (Usually, it happens the other way around.) In a city where not even one of Koreas top 100 companies has its headquarters, it is a feat thatlocally grown creativity translates to business acumen, resulting in phenomenal success.
The potential of Busan, I opine, lies with innovative small business owners, though they are wildly outnumbered by their counterparts in Seoul. Indeed, the Busanites B met say that the citys potential isin the hands of the people who grew up in Busan,far from Seoul and close to the door to the outside world. Busan has constantly grappled with internal and external forces due to its geographical position and historical events, like outsiders coming and going, refugees from the Korean War rushing in. Even still, it seems that Busan has the most fertile soil to cultivate new contemporary ideas. This may be why I as a land dweller, born and raised in Seoul, always envy people who live near water—and where they come together, in Busan.
Eunsung Park
Editor in Chief
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Table of contents
02 INTRO
08 EDITOR'S LETTER
12GAME CHANGER
Media reactions at the time of Spotifys creation
16CRITICS
Changes in the music-listening environment as well as future music market prospects as told by three experts
20OPINION: GREG OGAN
Greg Ogan, associate professor at the Berklee College of Music and lead for diverse music projects, talks about the positive changes Spotify brought to the music industry
26VIBRANT OFFICE
Spotifys office environment as seen in its office in Stockholm, Sweden—the birthplace of the platform
32SPOTIFIERS
What 12 employees think of Spotifys fun and exciting in-house culture and atmosphere
36ESSENTIALS
Key features and services that show Spotifys core competencies as a music platform
42ADVANCEMENT
Innovative achievements of Spotify, which has quickly identified problems and come up with the best solutions
48CUSTOMIZATION
First impressions of Spotifys personalized recommendation services from after these new users used Spotify for two weeks
54THE FOUNDER: DANIEL EK
Spotifys DNA and vision are laid out in this interview with Spotify founder and CEO Daniel Ek
60BRAND STORY
The growth story of Spotify, which has become a vehicle through which users can truly discover and explore new music
66THROWBACK
Behind-the-scenes stories about Spotifys four early members who dreamed of democratizing music
70INTERVIEW
Spotifys key strategies and culture explained by Alex Norström (co-president and chief business officer), Katarina Berg (chief human resources officer), and Gustav Gyllenhammar (VP of the markets and subscriber growth team)
76NOTES
Music experts observe changes and phenomena on the Spotify platform
80MUSIC IS EVERYWHERE
Stories of four artists who use Spotify to experience music, communicate with fans, and conduct musical experiments
98 PLAYGROUND
Introducing Stream On, an in-person event that is a manifestation of Spotifys vision to become the optimal platform of choice for audio content creators
104AUDIO GENERATION
Spotifys practical measures that have helped establish the company as a comprehensive music platform as well as its signature podcasts and video programs
112OPINION: PUJA PATEL
Puja Patel, editor-in-chief of online music zine Pitchfork, talks about where the music industry should be headed
118MUSIC VOYAGERS
Meet Spotify users who have explored their own musical worlds with creative energy
126IN SPACE
Various spaces that use Spotify playlists to create unique identities
134IMPACT
Spotifys collaborations that cover all parts of life and its music programsthat are meant to increase and promote diversity
140DIGEST
Meaningful figures and info that show the brands influence
143OUTRO