How ‘KPop Demon Hunters’ unlocked Netflix’s Grammy possibilities

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Surprisingly, there’s a lot of overlap between ’80s singer Kate Bush and the made-up girl group Huntr/x from the show “KPop Demon Hunters.”

In recent years, Netflix has become a leading video streaming service that’s also actively involved in the music industry.

Whether it’s older songs experiencing a comeback—like Bush’s “Running Up That Hill” and Metallica’s “Master of Puppets” after being featured in shows like “Stranger Things”—or viewers enjoying original music documentaries, it’s clear that Netflix’s audience loves music.

Netflix had a huge hit last summer with the animated movie “KPop Demon Hunters.” The film, about fictional K-pop stars battling evil forces, quickly became Netflix’s most-watched movie, racking up over 480 million views since its June release. Its popularity went beyond just the number of viewers, however.

Music

The Recording Academy’s president and the show’s executive producer discussed their plans for Sunday’s event.

The soundtrack is filled with catchy K-pop songs that have quickly become popular, marking the first time a soundtrack has reached the top of the Billboard charts since Disney’s “Encanto” did so in 2022. The artist, Huntr/x, is also nominated for five Grammy Awards this Sunday.

Harry Styles’ hit song “Golden,” which topped the Billboard Hot 100 chart for eight weeks, is up for Song of the Year at the Grammys. This marks the first time a song from a Netflix project has been nominated in a major category – one of the four biggest awards at the show.

Music and movies have always gone hand-in-hand. Iconic films often launch songs into massive hits – think of songs like “Over the Rainbow” from “The Wizard of Oz” or “My Heart Will Go On” from “Titanic,” which became unforgettable for entire generations.

Netflix and similar streaming services are now helping musicians reach wider audiences, offering new ways to feature their songs.

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People are suddenly finding new music thanks to the film ‘KPop Demon Hunters,’ according to its music supervisor, Ian Eisendrath. He believes viewers enjoyed the movie, then the soundtrack, and that led them to explore even more music.

Music

Rosé, Huntr/x, and Katseye all come from a K-pop background and have been nominated for major awards. The Academy now recognizes K-pop as a significant part of mainstream pop music.

Eisendrath explained that the film, created by Sony Pictures Animation in Culver City, wasn’t guaranteed to be a big hit. It was a project they knew involved some risk.

Though geared toward children, the movie drew a vast audience of all ages.

The film excelled in every area – music, story, characters, and visuals – and Netflix was particularly drawn to its potential to attract a broad audience, appealing to all types of moviegoers, according to Eisendrath.

With the rise of streaming, music supervisors are becoming more crucial to the success of shows and movies like “KPop Demon Hunters,” according to Robert Fink, who leads music industry programs at UCLA’s Herb Alpert School of Music.

He explained that over the past decade, the job has evolved to be more than simply selecting music for scenes.

Fink explained that this project supports artists much like traditional record labels once did. They discover and develop talent – sometimes artists who are completely unknown, and sometimes by commissioning songs that can help launch both the artist and the song into the mainstream.

The vocals for Huntr/x don’t come from the actors in the film. Instead, they’re provided by up-and-coming musicians Ejae, Audrey Nuna, and Rei Ami. Ejae has penned songs for popular K-pop groups like Twice, Le Sserafim, and Red Velvet, and both Nuna and Ami are established solo artists.

Before making the movie, these performers hadn’t worked together as a team. But after its success, they’ve shared the stage on major shows like “The Tonight Show Starring Jimmy Fallon” and “Saturday Night Live,” and even appeared in the Macy’s Thanksgiving Day Parade.

Awards

The globally popular animated film ‘KPop: Demon Hunters’ has received two Academy Award nominations: one for best original song and another for best animated feature.

The movie’s soundtrack became popular worldwide, with over two-thirds of its listeners tuning in from outside the United States, according to Luminate, a leading entertainment data company. The song “Golden” reached a record 20 weeks at the top of the Billboard Global charts, and the film’s success overall helped increase music streaming numbers around the world.

“KPop Demon Hunters” is having a successful awards season, already winning two Golden Globes and earning Oscar nominations for Best Animated Feature and Original Song.

Justin Kamps, who selects the music for the show “Bridgerton,” has seen the same thing happen with each new season. The series, known for its historical setting, often uses orchestral versions of modern pop songs by artists like Billie Eilish, Pitbull, and BTS. The upcoming season will include covers of songs by Third Eye Blind, Coldplay, and Usher.

Spotify reported that after the show came out, streams of both the Vitamin String Quartet’s covers and the original songs—including Billie Eilish’s “Happier Than Ever” and BTS’s “Dynamite”—increased significantly.

Music and streaming services have become increasingly connected. According to Kamps, when a song is used in a film, TV show, or other project, it can significantly increase the artist’s streams and help them reach a wider audience.

A great example of this happened in 2022 with the show “Stranger Things” and Kate Bush’s song “Running Up That Hill.” The song’s inclusion instantly boosted both Bush’s popularity and the show’s success.

Nora Felder, the show’s music supervisor, called the moment “the perfect storm.”

The object burst through the upper atmosphere, which was completely unexpected, according to Felder. They were searching for clues to understand what had happened, and it seemed much larger than anything they’d seen before.

Movies

These songs are memorable because they’re so strongly connected to the movies they’re in, spanning genres from classic rock and dance-pop to old blues and heavy metal. You’ll even find a track from a former member of The Beatles.

Before appearing in the popular show, “Running Up That Hill” averaged around 22,000 streams each day. After being featured, the song skyrocketed to 5.1 million streams in a single day – an incredible feat considering it was originally released almost 40 years ago! It climbed onto the Billboard Hot 100 chart for the first time and surpassed 1 billion total streams in 2022. The song’s popularity then spread to TikTok, sparking viral trends and bringing the 1980s artist back into the spotlight.

During its five seasons, “Stranger Things” had a significant impact on music trends. According to music supervisor Natalie Felder, the show’s popular soundtrack appeals to both older viewers who remember the 1980s (when the show takes place) and younger audiences discovering that era’s music for the first time. Data from Luminate shows that 28% of Gen Z listeners find new music through streaming series.

Felder has noticed that when working with some studios, music often feels like an afterthought or suffers from limited funding. However, Netflix is different; they clearly prioritize music. This has allowed her to secure popular songs for projects, including tracks by David Bowie, Fleetwood Mac, and even two songs by Prince, famously featured in the final episode of ‘Stranger Things’.

According to Felder, Netflix carefully considers the role of music in its projects, recognizing that for some, music can be a central element. They are particularly mindful of allocating budget appropriately, understanding that well-chosen music can significantly enhance a project’s impact.

Netflix will be in the spotlight at Sunday’s Grammy Awards, with the cast of Huntr/x performing alongside major artists like Lady Gaga, Sabrina Carpenter, Kendrick Lamar, SZA, Bad Bunny, Bruno Mars, and RosĂ©. You can watch the live broadcast on CBS and Paramount+ from the Crypto.com Arena.

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2026-01-30 14:04