BLACKPINK collaborates with National Museum of Korea and Spotify for DEADLINE's special showcase

BLACKPINK to release their new album DEADLINE

• BLACKPINK partners with National Museum of Korea for album launch event
• Museum lit pink, album sessions from Feb 27 to Mar 8
• Members recorded audio guides for eight artefacts in Korean, English, and Thai

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K-pop girl group BLACKPINK is extending the reach of their new album beyond just music by partnering with the National Museum of Korea (NMK) on a project that combines Korean cultural legacy with the band's global popularity.

The National Museum of Korea X BLACKPINK initiative will take place from February 27 to March 8 in conjunction with the release of the group's third EP, DEADLINE, according to the museum and the group's label, YG Entertainment.

With the addition of international music streaming service Spotify as an official partner, the endeavour is the first time a K-pop artist has undertaken a significant partnership with the state-run museum.

Pink lighting, the group's distinctive colour, will be used to illuminate the museum's exterior and outdoor plaza every day from 4 to 10 p.m. as part of the event, providing the public with a nocturnal viewing experience.

On February 27 at 2 p.m., the day of the record's formal release, a special listening area will be set up within the museum along a "Path to History" in the east wing, enabling visitors to hear the entire album. Additionally, starting on February 26, there will be prerelease listening sessions, some of which are exclusive to Spotify Premium subscribers.

BLACKPINK members also took part in creating audio guides that introduce eight important artefacts from the museum's collection. These guides may be accessed by scanning QR codes that are placed close to the exhibits.

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Members Lisa will offer a Thai-language guide, Rosé will narrate the English versions, and Jisoo and Jennie will provide Korean narration. The guide is expected to be released in March.

YG Entertainment described the project as a meeting between “a K-pop act that has written its own chapter in global music history and a museum representing Korea’s cultural identity.”

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They added that the initiative seeks to create a new experience that bridges music and heritage.

Meanwhile, BLACKPINK’s upcoming EP DEADLINE features five tracks, including the title song GO, along with the pre-released single JUMP, and additional tracks Me and my, Champion and Fxxxboy.