NPR’s Tiny Desk Concerts Scores Korean Adaptation
LG U+ in South Korea has announced the first international TV format based on US National Public Radio (NPR)’s hit Tiny Desk musical performances.
Tiny Desk Korea is set to launch this August. Major Korean stars are set to perform on the show, which will follow NPR’s series of intimate performances from musicians in the radio station’s offices in Washington DC.
Seoul-based formats agency Something Special is on board to expand and develop the Korean remake, in which up to 52 episodes will be produced and released weekly on LG U+ owned platforms. Filmed in South Korea, the series will spotlight emerging and established artists with the same authentic-style performances of the original NPR Tiny Desk Concerts, while adding a slight reinterpretation and localisation suitable for Korean audiences.
This decision comes after the international success that K-culture and K-pop music and musicians have enjoyed with their chart-topping singles and albums across Asia, the US, Latin America, and Europe.
“NPR’s Tiny Desk concerts have grown to become the preeminent music series for the 21st century,” said Keith Jenkins, VP for visual and music strategy for NPR. “Our style mixes a public media sensibility with the expert curation of NPR Music’s editorial staff. The result has been an amazing array of musical performances that challenge both the artists and the audience, breathing new life into music already known or recently discovered. I’m thrilled that our partners at LG U+ will bring their reverence for this aesthetic directly to music lovers in South Korea.”
Meanwhile, Sangjin Lee, VP of content IP business for LG U+, has also added: “LG U+ is extremely pleased to launch Tiny Desk Korea with NPR, offering us a great opportunity to continue the global expansion of K-pop music. We are honoured to be entrusted by NPR to carry out their initiative of showcasing original music through their iconic Tiny Desk brand. We will highlight the best of not only Korean but all of Asia’s diverse musical artists with a series of concerts.”
NPR Music's Tiny Desk concert series first launched in 2008. Since then, it has added more than 1,000 concerts to its catalogue. The series has featured performances from artists of every genre and presently attracts 16 million monthly viewers.
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