Executives credit TWICE for driving KPOP DEMON HUNTERS’ success

The executives behind KPop Demon Hunters reportedly credit TWICE as a driving force behind the movie’s success.

A quote posted to the Instagram fanpage twiceenews reads:

“TWICE kicked off the entire campaign. Their contribution deserves to be underlined a thousand times. They’re in the trailer, they’re in the behind-the-scenes materials, they brought an unmatched level of authenticity.”

The quote appears to come from an interview with Hits Daily Double featuring Sony Pictures Music Group President Spring Aspers, Republic Chairman Jim Roppo, and Visva Records founder Savan Kotecha. In the interview, Aspers credited Dana Sano for playing a critical role in assembling the film’s music strategy:

“Dana was crucial in the whole process. We needed a huge artist to launch this. That was very important to Netflix, and we didn’t have that in the movie at the time. So Savan raised his hand, and he and Dana put together the TWICE collaboration. TWICE kicked off the entire campaign. Their contribution should be underlined a thousand times. They’re in the trailer. They’re in the behind-the-scenes materials. They brought a level of authenticity to it.”

TWICE has indeed played an active role in promoting KPop Demon Hunters—from launching the #TAKEDOWNChallenge on TikTok before the film’s debut, to performing “TAKEDOWN” at Lollapalooza. They also personally thanked fans for their support.

KPop Demon Hunters is now streaming on Netflix.

Source: Instagram, HitsDailyDouble