Wrap It Up
By: Joe Cole
The end of the year is defined by a few things; the holidays, friends and families, presents, and Spotify Wrapped. This brilliant campaign has been a mainstay for several years, and encourages Spotify users to do all their music and podcast listening over the year on the platform to keep their stats high, instead of diversifying.
The campaign has two facets; first, users can head to Spotify Wrapped to see stats related to their personal listening habits over 2019 (and this year, the 2010 decade as well), such as which artists, songs, and genres you’ve listened to the most. Every year, the graphics and visuals get more beautiful and social media-ready, encouraging a viral sharing campaign as users gleefully post the content to their social media accounts — enabling conversations with friends over commonalities and sparking jokes and memes.
The other facet of the campaign is how Spotify shares all the data it compiles. Usually, this ends up as a big OOH campaign, but for now, Spotify has identified the biggest artists and songs of the last year and decade, featuring Ari, Drake, Billie, Lil Nas X, and more.
As an additional salvo in the arms race between Apple and Spotify, both announced music awards shows based off streams; with Apple beating Spotify to the punch after the latter made the surprise announcement.