Global K-pop sensation BLACKPINK is once again redefining music promotion strategy—this time through an unprecedented partnership with the National Museum of Korea (NMK).
In collaboration with YG Entertainment and global streaming platform Spotify, the project titled “National Museum of Korea X BLACKPINK” will run from February 27 to March 8, coinciding with the release of BLACKPINK’s third EP, DEADLINE. This marks the first time in history that a K-pop group has executed a full-scale collaboration with a national museum.
A Museum Lit in Pink
During the event period, the museum’s exterior façade and outdoor plaza will be illuminated in BLACKPINK’s signature pink from 4 PM to 10 PM daily, offering visitors a unique nighttime cultural experience that blends contemporary pop aesthetics with traditional heritage architecture.
Inside the museum, a dedicated listening zone will be installed along the “History Road” in the East Wing. Starting at 2 PM on February 27—the official release time—visitors can stream the entire DEADLINE EP. Special pre-listening sessions begin on February 26, with select time slots reserved exclusively for Spotify Premium users.
Members Lend Their Voices to Cultural Heritage
The collaboration extends beyond music streaming. BLACKPINK members have personally recorded multilingual audio guides for eight key artifacts within the museum’s collection.
- Jisoo and Jennie will provide Korean narration.
- Rosé will record the English version.
- Lisa will deliver the Thai-language guide.
Visitors can access the audio content via QR codes placed near exhibition areas. The multilingual guide project is scheduled for full release in March.
NMK Director You Hong June described the collaboration as an effort to “reinterpret cultural heritage through contemporary language,” aiming to attract younger audiences and international visitors. With an estimated global fanbase of 100 million, BLACKPINK is seen as a powerful cultural bridge connecting Korean history to worldwide audiences.
About the EP DEADLINE
The five-track EP includes the title song GO, pre-release single JUMP, and additional tracks Me and My, Champion, and Fxxxboy. According to YG Entertainment, the album captures “BLACKPINK’s most irreversible peak moments and their brightest present,” signaling a bold new artistic chapter for the group.
By merging pop music with national heritage, BLACKPINK’s DEADLINE rollout demonstrates how K-pop continues to innovate—not just sonically, but culturally—expanding the boundaries of how music can be experienced and promoted on a global scale.
Sources: Netizenbuzz