Spotify has unveiled its annual Spotify Wrapped with more personalised and interactive features such as Listening Personality and Audio Day. At the same time, Spotify is also taking Wrapped to the metaverse with Spotify Island: Wonder Wrapped on Roblox.
The Listening Personality feature takes inspiration from the Myers-Brigg personality test and puts a spin on it by analysing a user’s music taste to determine their personality and summarising this in a personality card makes for shareable content for the user.
For instance, "The Adventurer" is someone who has explored multiple new genres, while "The Maverick" is someone who listens to obscure songs not many others have listened to. Another new feature is Audio Day, an interactive story that gives users a peek into how their music taste evolved throughout the day. Audio Day showcases the niche moods and aesthetic descriptors of the music users listened to during morning, midday, and evening time periods.
Spotify is also allowing fans to share their Wrapped cards by adding the ability to do so for WhatsApp and Line. Users can also unlock a personalised Snapchat lens that reflects their Listening Personality, and they can enjoy special Wrapped-themed apparel for Bitmojis anywhere Bitmojis are available, as well as custom Wrapped-themed GIFs available anywhere GIPHY is integrated.
Over the years, Spotify Wrapped has been a hit among users. TechCrunch reported a growth of over 90 million users accessing Wrapped from 2017 to 2021, with nearly 60 million users sharing them on various social media platforms. Without a doubt, these new features create great PR value for Spotify, with the company achieving success in the earned media field through news articles and the widespread sharing of Wrapped among users.
In 2019, it even amplified Wrapped in Southeast Asia via a marketing campaign in Indonesia, Thailand, and the Philippines. The campaign was based off the company's annual Wrapped feature that curates individual listening data for users to recap.
To celebrate Wrapped, Spotify's island on Roblox will have Wrapped-inspired quests, games, and virtual merch, and with photo booth opportunities with 12 different artists including Bizarrap, Black Sherif, Calvin Harris, CRO, Doechii, Eslabon Armado, Miranda Lambert, NIKI, NewJeans, Stray Kids, SUNMI, and Tove Lo.
During last year's Wrapped, select top fans of 100 different artists got to experience exclusive thank-you videos in their Your Artists Revealed playlists. With Your Artist Messages this year, select fans will receive end-of-year thank-you videos from some of their 2022 top artists, with each video followed up by their most listened song from that artist this year. Spotify decided to expand the number of artists involved from about 100 last year to more than 40,000 in 2022 because fans and artists really enjoyed this opportunity, it said.
Spotify amplifies 'Wrapped' feature with regional campaign across 3 SEA markets
Subway MY puts own spin to Spotify 2020 Wrapped
Farmhouse, Costa Coffee and BigPay bust out their own take of #SpotifyWrapped