Spotify's annual Wrapped campaign is back with a new theme of celebrating the realest moments that defined audiences' year on the platform.
It includes the top artists, songs, albums, and podcasts that reflect how more than 574 million users around the world listened, and a personalised user experience with even more interactive features.
One of the main new features is “sound town” (pictured left), which matches users to a city based on their listening and artist affinity. Moreover, the “Top 5 Genres” (pictured right) feature shows users how their top five music genres are stacked and presented in a sandwich-inspired design. The largest portions of the sandwich represent users’ most frequently streamed genres.
Meanwhile, the “Me in 2023” feature demonstrates a streaming habit that defined users’ music listening this year. When users flip their cards, they reveal a listening character specific to their tastes and habits on Spotify. 12 characters are available such as Vampire (those who love listening to emotional and atmospheric music), Time Traveler (those who listen to songs on repeat) and Luminary (those who always play light and upbeat music).
In addition to the new listening insights, Spotify is introducing an AI DJ experience during the first-week launch of Wrapped. AI DJ will guide users through their Wrapped, serving up their music with commentary about their most-streamed artists, genres, and songs this year. Additionally, the "Blend" feature enables users to invite their friends to create a collaborative playlist by merging their favourite tracks into a shared playlist.
This year, Spotify has introduced the Wrapped feed on users’ Spotify Home screen on mobile, creating a one-stop spot for all things Wrapped. Users can access features such as Best Of editorial playlists, merch from their top artists and options for viewing concerts near them.
This year's Wrapped also includes the customary statistics, such as users' top five songs, top five artists, most listened-to genres, and the total number of minutes they've dedicated to listening on Spotify throughout the year.
The campaign will also be promoted via several out-of-home, brand integration and easter egg elements throughout the week. For example, billboards filled with Taylor Swift easter eggs will be available from Sao Paulo to Jakarta in the 48 hours leading up to Wrapped’s launch.
In Indonesia, Spotify is giving users real haircuts to celebrate the song “Sial" (translated as “Bad Luck”) by Mahalini. According to local belief, getting a haircut is believed to ward off bad luck. Lil Yachty’s Lil Yacht will also be sailing from downtown Atlanta in celebration of his latest album, Let’s Start Here.
Back in September, Spotify introduced a personalised, real-time listening session, Jam, globally to elevate users’ experience in sharing their favourite playlists with their friends. This came after Spotify unveiled a wide range of new features, including Collaborative Playlists and Blend, allowing users to share their favourite playlists or song recommendations with friends.
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