South Korean pop star TAEMIN performed his new song “Long Way Home” live during an Amazon Music livestream event [1].
The appearance marks a significant crossover between the K-pop industry and major U.S. sports media platforms. By appearing on a series tied to the NBA, the artist expands his reach to a global audience beyond traditional music listeners.
TAEMIN appeared on the livestream series “In The Paint” on Feb. 19, 2026 [1]. The performance was aired as part of the NBA Nightcap post-game show on Prime Video [1]. This specific placement allowed the artist to debut his latest single to a viewership centered around professional basketball coverage.
According to reports, TAEMIN is the first K-pop artist to be featured on the Amazon Music series [1]. The performance was also highlighted by Genius, further amplifying the digital reach of the debut [2].
The "In The Paint" series serves as a bridge between musical performance and athletic commentary. By integrating a live musical act into a post-game sports environment, Amazon Music targets a demographic that intersects with both global pop culture and professional sports. TAEMIN's selection for this slot underscores the growing influence of South Korean artists in the North American market.
While the performance took place in February, the recording continues to circulate across music platforms and social media. The integration of the NBA Nightcap show provided a unique promotional vehicle for the single, moving it from a standard music release to a multi-media event.
“TAEMIN is the first K-pop artist to be featured on the Amazon Music series”
This event signals a strategic shift in how K-pop artists enter the U.S. market, moving away from traditional music showcases toward integrated sports and lifestyle programming. By leveraging the NBA's viewership via Prime Video, TAEMIN and his team are accessing a non-traditional fan base, reflecting a broader trend of 'cultural fusion' where music and athletics are used interchangeably to drive global streaming numbers.
